The The Food and Drug Administration on Thursday ordered Juul to stop selling e-cigarettes in the US market, a very devastating blow to a once famous company whose brand has been blamed for the teenage e-cigarette crisis.
Demand affects all Juul products in the US market, the company’s greatest source of sales. Juul’s nifty e-cigarette cartridges and sweet-flavored pods helped usher in the era of nicotine replacement products among adults, too, and called for intense scrutiny by anti-smoking groups and regulators who feared they were doing more harm to young adults than former smokers.
“Today’s action represents further progress on the FDA’s commitment to ensuring that all e-cigarettes and e-nicotine delivery system products currently marketed to consumers meet our public health standards,” Commissioner Dr. Robert M. Califf, the agency’s commissioner, said in a statement. . “The agency has devoted significant resources to reviewing products from companies that represent most of the US market. We recognize that these items make up a large portion of the available products and many have played a disproportionate role in the increased prevalence of youth vaping.”
The FDA’s move is part of a broader effort to rewrite the rules for smoking and vaping products and to reduce illness and death caused by inhaled products containing highly addictive nicotine.
Tuesday, The agency announced plans To lower nicotine levels in conventional cigarettes as a way to discourage use of the most deadly legal consumer product. In April, the FDA He said it will move towards Ban menthol flavored cigarettes.
The action against Juul in particular is part of the agency’s new regulatory mission, which should identify e-cigarettes currently for sale, or proposed for sale, that will be allowed on U.S. shelves permanently now that the U.S. Food and Drug Administration (FDA) has authority over the electronic cigarettes.
But it may be years before these proposals take effect – if they can withstand fierce resistance from the powerful tobacco lobby, anti-regulatory groups and the vaping industry.
Juul is expected to appeal the FDA’s decision.
Public health groups praised the ruling.
“The FDA’s decision to remove all Juul products from the market is a welcome and long overdue decision,” said Erica Sward, assistant national vice president for the American Lung Association. “Juul’s campaign to target children and associate them with tobacco has gone on for a very long time.”
A statement from the American Vapor Manufacturing Association, an industry trade group, hinted at the battle ahead.
“Given the lives lost and potential destruction, the FDA’s startling indifference toward ordinary Americans and their right to switch to the safer alternative to vaping would certainly rank as one of the greatest episodes of regulatory malpractice in American history,” Amanda Wheeler, president of the association said in a statement. .
Read more about smoking and steam
The agency’s decision culminated in a nearly two-year review of data provided by Juul to try to obtain permission to continue selling its tobacco and menthol flavored products in the United States. The app asked the company to prove the safety of its devices and whether they were suitable to protect public health.
Juul, in particular, has been a target of regulators, schools, and policy makers for years, beginning in 2018, when the Food and Drug Administration began Investigation In Juul .’s Marketing Efforts. Prior to that time, Juul advertised its products using attractive young models and flavors such as the great cucumber and brulee which critics said appeals to underage users.
By April 2018, the Food and Drug Administration announced campaign to sell such products, including Juul products, to persons under the age of 21.
Use has risen among young people. In 2017, 19 percent of 12th graders, 16 percent of 10th graders, and 8 percent of 8th graders reported having smoked nicotine in the past year, According to future monitoringan annual survey of the National Institute on Drug Abuse.
Juul, for its part, has routinely denied targeting youth, but has been pursued in lawsuits and by the state’s attorney general, with some cases resulting in millions of dollars in damages against the company. in One settlement in 2021, Juul agreed to pay $40 million to North Carolina, which represented various parties in the state who asserted that the company helped lure underage users to use e-cigarettes. More than a dozen other states have lawsuits and investigations still pending.
Dr. Scott Gottlieb, the former commissioner of the Food and Drug Administration, clarified his approval of the move against Juul on Wednesday, which was first mentioned In The Wall Street Journal.
The news is somewhat less relevant to the industry now than it was at Juul’s heyday, due to the company’s low market share. Once the dominant player with 75 percent of the market, Juul now has a much smaller market share.
But the news is dealing a huge blow to Altria, formerly known as Philip Morris and maker of Marlboro, which in December 2018 bought 35% of Juul for $12.8 billion. Altria said the value of that stake fell to $1.7 billion by the end of 2021, due to its smaller market share and regulatory headwinds.
At its peak, Juul had over 4,000 employees. It now has just over 1,000, mostly in the United States, but with some in Canada, Britain and other countries. Its revenue fell to $1.3 billion in 2021, down from $2 billion in 2019, with about 95 percent in US sales.
Nicotine by itself is not a cause of lung cancer and other deadly diseases caused by smoking, but the drug is highly addictive, making it difficult for smokers to quit despite the health risks. The adolescent brain is particularly affected by nicotine, which can affect Memory, concentration, learning and self-control.
Already, e-cigarette companies have said they will challenge the decision in court.
E-cigarettes have been sold on the US market for more than a decade without official permission from the Food and Drug Administration, because they did not fall under the agency’s regulatory jurisdiction for several years.
In 2019, the US Food and Drug Administration (FDA) issued a warning letter to Juulsaying the company violated federal regulations because it did not get approval to promote and sell its products as a healthy smoking option.
The agency has been reviewing all types of vaping products, some in development, for more than a year, and companies awaiting a decision have been allowed to continue selling some of the products.
The Food and Drug Administration recently said it has so far rejected more than 1 million applications whose products it considers a health risk rather than a benefit. In October, RJ commissioned Reynolds to continue marketing Fuse. This was the first time the agency had given approval to a vaping product from a major cigarette company.
in that Hardware review Compared to conventional cigarettes, the agency said the devices contain a “significant reduction” in harmful chemicals, although some are still present. The review said that the toxins and cancer-causing chemicals were significantly lower in the blood and urine of people using the Vuse compared to smokers.
In March, the agency authorized several tobacco-flavored products from Logic Technology Development, saying the company was able to show that its products were likely to help adults transition from traditional cigarettes while reducing the risk of attracting new, younger users.
But the agency disappointed some prominent lawmakers and advocacy groups when it recently announced that it would not be able to finish reviewing all e-cigarette marketing applications until June 2023, a year after the court-imposed deadline.
Some tobacco control experts said the decision to ban Juul from the US market was misleading and ultimately counterproductive.
Clifford Douglas, director of the Tobacco Research Network at the University of Michigan School of Public Health, said the U.S. Food and Drug Administration is sanctioning Juul for its past marketing activity to teens, and that many experts have come to see Juul and other e-cigarettes as valuable tools to help adult smokers quit. for conventional cigarettes.
“It is the so-called ramps that can provide smokers with an alternative to combustibles, and they are responsible for every tobacco-related death,” he said. “But now the ramp is being narrowed and somewhat smoothed, putting the lives of millions of adults at risk.”
Christina Jewett and Sheila Kaplan contributed to the report.