FRIDAY, July 19, 2024 (HealthDay News) – The U.S. Food and Drug Administration (FDA) has granted approval for the marketing of the nation’s leading e-cigarette, specifically for several tobacco-flavored versions of Vuse, a reusable product.
This approval is notably restricted to tobacco flavors. Earlier, in January 2023, the FDA turned down R.J. Reynolds’ application for their more popular menthol variant, a decision the company is currently contesting in court.
Interestingly, the FDA’s recent actions included granting Njoy the first authorization for a menthol-flavored e-cigarette last month. Njoy, now under the umbrella of tobacco giant Altria, marks a significant shift in the market landscape.
Despite the green light for Vuse’s tobacco-flavored products, the FDA emphasized that e-cigarettes are not without risks. “All tobacco products are harmful and potentially addictive,” the agency stated in its press release. “Those who do not use tobacco products, particularly young people, should refrain from starting.”
The FDA highlighted that tobacco-flavored e-cigarettes are less appealing to youth compared to fruit and candy-flavored variants. “While FDA remains concerned about the risk of youth use of all e-cigarettes, youth are less likely to use tobacco‐flavored e-cigarette products compared to other flavors,” the agency noted. The 2023 National Youth Tobacco Survey indicated that while Vuse is one of the most reported brands used by middle and high school students, only 6.4% of these students preferred tobacco-flavored products.
To further prevent youth vaping, the FDA has implemented stringent marketing restrictions on Vuse products, aiming to limit youth access and exposure.
Over the past year, Vuse has captured 40% of the U.S. vaping market, as reported by the Associated Press. The majority of these sales are attributed to Vuse’s menthol products, which remain available due to a court order as Reynolds disputes the FDA’s menthol ruling.
Juul Labs, once a dominant player, now trails behind Vuse, holding less than a quarter of the retail market share. Juul’s market presence has diminished following legal settlements that necessitated significant cuts in their marketing and promotional activities due to accusations of targeting minors.
Brands like Vuse have long been available in the U.S., pending FDA evaluation of their scientific applications. The market also comprises numerous fruit- and candy-flavored products from China, which are technically illegal but continue to be sold in convenience stores and vape shops.
The FDA recently missed its own court-imposed deadline to complete the comprehensive review of major vaping brands. Juul’s products remain under scrutiny, although the FDA recently withdrew a 2022 order that would have removed these products from the market. This order was initially stayed following a legal challenge by Juul.
To date, the FDA has rejected over 26 million applications for vaping products, authorizing only a select few to aid smokers in transitioning away from traditional cigarettes.
Additional Information
For more on youth vaping, visit the CDC’s website.
Sources:
- U.S. Food and Drug Administration, press release, July 18, 2024
- Associated Press
Key Takeaway
The FDA has approved the marketing of Vuse’s tobacco-flavored e-cigarettes, marking a significant step in e-cigarette regulation.
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