Juul Labs has received federal authorization to sell an updated vaping device featuring an optional age-verification system aimed at preventing underage use.
The US Food and Drug Administration (FDA) approved the updated device on Friday. The decision allows Juul to introduce its first major device update since launching the original product more than a decade ago.
The company plans to sell the new device under the Juul2 brand, along with updated tobacco and menthol cartridges.
New Juul Device Includes Age Verification
The updated device gives users the option to activate an age-verification feature.
Users can require verification through an online app before the device unlocks. The feature aims to make it harder for underage users to access the product.
The FDA’s authorization, however, does not represent an endorsement of vaping products.
Regulators continue to advise people who do not smoke against using Juul or other e-cigarettes.
Juul Faces Long-Term Industry Challenges
Juul once dominated the US vaping market, particularly among younger users.
However, the company has faced significant legal and financial challenges in recent years. It has laid off hundreds of employees and paid about $3 billion to settle government and private lawsuits related to teen vaping.
The company also discontinued several popular flavors in 2019, including mango, mint and creme. Those products had accounted for a significant share of its sales and attracted strong interest from teenagers.
Company Plans More Flavor Applications
Juul CEO K.C. Crosthwaite said the company intends to seek authorization for additional flavors aimed at adult nicotine consumers.
For now, the newly authorized Juul2 will launch with tobacco and menthol options.
The company has not received authorization for those additional flavors through this latest decision.
FDA Says Switching Completely May Reduce Exposure
The FDA said adult smokers who completely switch from traditional cigarettes to Juul can reduce their exposure to harmful chemicals and carcinogens found in combustible tobacco products.
Company studies reviewed by the FDA found that between 20% and 50% of smokers using Juul products stopped smoking after six weeks.
However, quitting rates varied depending on the flavors participants used.
The findings relate specifically to adult smokers and do not mean that vaping products are safe for people who do not smoke.
FDA Has Authorized More E-Cigarettes
The FDA has authorized a limited number of e-cigarettes for adult smokers seeking to quit or reduce their cigarette use.
In May, the agency also authorized the first fruit-flavored electronic cigarettes intended for adult smokers.
That decision marked a significant change in US vaping policy and followed months of lobbying from the industry.
Vuse Remains the US Market Leader
Juul is no longer the leading e-cigarette brand in the United States.
Vuse, owned by Reynolds American, now holds the top position. Reynolds also owns cigarette brands including Camel and Newport.
Meanwhile, teenage vaping habits have changed significantly.
Federal data shows that teen vaping has declined, while young users who continue vaping increasingly turn to unauthorized disposable devices imported from China.
Many of those products feature fruit and candy flavors that remain popular among younger consumers.
The FDA’s latest authorization therefore gives Juul an opportunity to re-enter a changing market while placing greater emphasis on adult smokers and age verification.
