Juul gets OK to sell updated vaping device with age-gating tech

Vaping company Juul Labs on Friday received federal permission to sell an updated version of its e-cigarette, which includes an optional age-verification system designed to prevent underage use.

The decision from the Food and Drug Administration allows the company to sell a new version of its top-selling vaping device for the first time since it launched more than a decade ago. In recent years, the company has had to lay off hundreds of employees while paying roughly US$3 billion to settle government and private lawsuits over teen use of its products.

Juul plans to market the new device under the brand name Juul2, along with updated versions of its tobacco- and menthol-flavoured cartridges. In 2019, the company discontinued several fruit and candy flavours that drove most of its sales but were favoured by teens.

The latest announcement is not an approval or endorsement, and people who do not smoke should not use Juul or any other e-cigarettes, according to regulators. The FDA determination indicates that smokers who switch completely to Juul can reduce their exposure to deadly carcinogens and other chemicals found in traditional cigarettes.

According to company studies reviewed by the FDA, between 20 per cent and 50 per cent of smokers who used Juul products were able to stop smoking at the end of six weeks. The rates of quitting varied based on the flavours and nicotine strengths used.

The new device also gives users the option to require age verification via an online app before the e-cigarette can be unlocked.

The FDA has authorised a handful of e-cigarettes to help adult smokers quit or cut back on cigarettes. In May, the FDA approved the first fruit-flavoured electronic cigarettes intended for adult smokers. The approval represented a major policy shift and came after months of appeals to President Donald Trump from the vaping industry.

Juul is no longer the top-selling e-cigarette brand in the US and trails Vuse, which is sold by tobacco giant Reynolds American. Reynolds also makes Camel and Newport cigarettes.

Teens have shifted away from Juul as part of a wider drop in vaping, according to federal figures. Teens who continue to vape mostly use unauthorised disposable e-cigarettes imported from China, which come in fruit and candy flavours.

– AP