The agency lifts a ban it put in place, then suspended in 2022
of ConsumerAffairsJuly 18, 2025
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FDA authorizes Juuls tobacco- and menthol-flavored e-cigarettes to stay on U.S. shelves, reversing a previous ban due to new data supporting adult smoking cessation benefits.
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Juuls recovery marks a rebound from near-bankruptcy and substantial legal settlements, as it regains a path to investment and potential expansion.
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Public health groups express concern, warning the decision may risk reversing gains in youth vaping reduction.
The U.S. Food and Drug Administration has granted Juul Labs permission to continue marketing its flagship e-cigarette device, along with tobacco and menthol flavored pods. The action lifts a 2022 ban over concerns about youth vaping.
In June 2022, the FDA issued a marketing denial, citing inadequate toxicology data and concerns about widespread use by teens. A court later paused the ban to permit further review. Juul faced financial collapse, laying off staff and enduring hundreds of millions in legal settlements related to youth-targeted marketing.
The FDA began its investigation of Juul in 2018, demanding it turn over marketing and research materials among numerous other internal company documents. Dr. Scott Gottlieb, at the time FDAs commissioner, said the agency was scrambling to learn why the Juul device was so popular with underage users.
This weeks decision comes after Juul submitted extensive new dataincluding a two-year longitudinal study showing smokers successfully switching completely to Juuland persuaded the FDA that adult smoking-cessation benefits outweigh public health concerns.
Balancing gains and risks
In granting authorization, the FDA emphasized that evidence shows Juuls products can be less harmful than traditional cigarettes when used by adults who quit smoking. However, regulators stressed that the approval does not equate to a declaration of safety, and strongly cautioned that people who do not smoke should not use e-cigarettes.
A spokeswoman noted the agency will continue monitoring compliance, especially in efforts to prevent youth access and usage.
Public health advocates are not happy
The move triggered strong pushback from anti-tobacco advocates. Yolonda Richardson of Campaign for TobaccoFree Kids criticized the decision, calling it a big step in the wrong direction and pointing to Juuls prior contribution to youth vaping.
Public health groups argue that despite falling teen vaping rates owing in part to crackdowns on flavored disposables from unauthorized brands Juul retains enough remaining appeal to minors to pose a renewed threat.
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