But it began reviewing the company’s application in September 2020 after increased public scrutiny and rejected more than 1 million vaping products in various flavors, approving only a handful of tobacco-flavored ones — including from Juul’s rivals R.J. Reynolds Vapor Company and NJoy.
Juul’s application is one of the most closely tracked. It has been the market leader among vaping and vaping companies, with the brand bearing the brunt of the popularity of vaping among children and teens over the past few years. It has drawn the attention of the federal government as part of efforts to curb teen smoking, with data showing a surge in teen smoking in the U.S. in 2018.
The company pulled its fruit and mint flavors (popular with kids) in 2019, only asking the FDA to review its tobacco and mint flavors. Now, under the new ban, those leftovers will also have to be pulled from U.S. shelves.
The FDA’s review process for e-cigarettes focuses on whether the potential benefits to adult smokers (who may use them to quit smoking) outweigh the risks of nicotine addiction in children and teens.