FDA Prepares to Take Juul E-Cigarettes off U.S. Market

By: Yehuda Alter 

Juul Labs has petitioned the Food and Drug Administration to allow its tobacco- and menthol-flavored E-Cigarettes to remain on the U.S. market, but people familiar with the matter say the FDA could issue its denial, and order the products off the market, as soon as Wednesday. 

Uncertainty has clouded Juul since it landed in the FDA’s sights four years ago, when its fruity flavors and hip marketing were blamed for fueling a surge of underage vaping. The company since then has been trying to regain the trust of regulators and the public. It limited its marketing and in 2019 stopped selling sweet and fruity flavors. Juul’s sales have tumbled in recent years.

Those familiar with the industry expected Juul to receive clearance for tobacco flavored E-cigarettes, just as its competitors had, and this decision is devastating to the company, which promises to appeal the FDA decision.