Juul has faced FDA rebukes in the past for promoting the company’s products to be safer than other tobacco products. E-cigarettes were originally marketed to former smokers to help them quit smoking. They are said to work by converting liquid nicotine into vapor. But experts warn that the smooth delivery of high nicotine levels in stylishly designed packaging could create problems of nicotine addiction among young people.
The FDA has taken a number of steps to regulate e-cigarettes and the vaping industry, including issuing bans on flavored e-liquid products.
While Juul is one of the bigger names in the industry, it’s not the only company selling e-cigarettes. As WSJ reported, the FDA has cleared several of Juul’s competitors, including Reynolds American Inc. and NJOY Holdings Inc., to keep tobacco-flavored e-cigarettes on the market.