FDA proposed crackdown on flavored e-cigs puts Juul on notice

14 September, 2018, 02:05 | Author: Jeffery Armstrong
  • Youth use of electronic cigarettes has reached

The Food and Drug Administration is threatening to pull flavored electronic cigarettes like Juul off the market if the tobacco industry doesn't do more to combat growing use of the products by children and teens.

The crackdown marked the "largest coordinated enforcement effort in the FDA's history", the agency said in a statement, warning of even harsher action to come. The agency may also ban sales of some flavored e-cigarette products, which Gottlieb says are particularly appealing to underage users, and consider shortening a grace period that now gives e-cigarette companies until 2022 to apply for FDA approval.

Shares of British American Tobacco, which owns the Vuse brand, closed up almost 6 percent, while shares of cigarette-maker Imperial Brands PLC, which owns Blu, rose more than 3 percent.

"Given the market's overarching concerns about Juul's impact on cigarettes, especially Marlboro, we think a potential "ban" on Juul would be positive for MO", Herzog wrote.

"This could result in a bullet through the head of Juul, the driver of youth initiation", said Nico von Stackelberg, an analyst with Liberum in London.

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All tobacco use, including e-cigarette use and vaping, are prohibited by state law in public schools. He declined to disclose the evidence. "We are committed to preventing underage use of our product, and we want to be part of the solution in keeping e-cigarettes out of the hands of young people", Juul spokesperson Victoria Davis said in a statement provided to TIME.

The Juul in particular resembles a USB drive, making it easy for teenagers to hide and even bring to school. In just three years, it has captured about 70 percent of the e-cigarette market, according to Bloomberg. The FDA may also limit the sale of certain flavored products, Gottlieb said.

While e-cigarettes were first marketed to help adults quit smoking combustible cigarettes, they have now become a gateway to nicotine for teenagers.

The agency said it plans to unveil a new e-cigarette public education campaign targeted to youth next week, and will soon announce wider access to new nicotine replacement therapies to help more adult smokers quit cigarettes.

The FDA also warned e-cigarette companies that they have 60 days to show they can keep their products away from kids or risk being taken off store shelves.

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FDA commissioner Scott Gottlieb said the agency will soon release data that show a "substantial increase" in youth vaping this year compared with 2017.

Juul Labs said it would work with the FDA on its request and is committed to preventing underage use of its product. He said in June tobacco companies "better step up and step up soon" but he didn't divulge what consequences the industry could face - until now.

The FDA is in the process of rolling out a sweeping anti-smoking initiative created to make it easier for smokers to quit by cutting the nicotine levels in regular cigarettes. In addition, the agency pushed back until 2022 a deadline for electronic-cigarette companies to submit applications to the FDA. In 2009, the Tobacco Control Act gave the agency authority over cigarettes and smokeless tobacco.

Despite the fact that they can not legally be sold to anyone under 18, e-cigarettes - hand-held vaporizers that create aerosols from liquids typically packed with nicotine and other chemicals, often including flavorings - are now the most popular tobacco product among high school students, recent federal data shows.

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