FDA clears Juul's new vaping device with age-gating feature

Juul Labs has received federal clearance to market an updated version of its e-cigarette, the first new device from the company in over a decade. The Food and Drug Administration (FDA) announced the decision on Friday, permitting the sale of the device under the Juul2 brand, along with updated tobacco- and menthol-flavored cartridges.

The new hardware includes an optional age-verification system that can be activated through an online app, requiring users to confirm their age before the device unlocks. The feature is designed to curb underage access, a persistent concern that has dogged the company since its rapid rise in popularity.

The FDA was careful to note that the authorization is not an endorsement. Regulators stressed that non-smokers should not use Juul or any e-cigarette. However, the agency determined that adult smokers who switch completely to Juul products could reduce their exposure to carcinogens and other harmful chemicals found in traditional cigarettes.

Company studies reviewed by the FDA indicated that between 20% and 50% of smokers who used Juul products had stopped smoking after six weeks, with results varying by flavor and nicotine strength.

This approval comes after years of legal and financial turmoil for Juul. The company has laid off hundreds of employees and paid roughly $3 billion to settle lawsuits over teen use of its products. In 2019, it discontinued fruit and candy flavors that were popular with minors.

The FDA has now authorized several e-cigarettes aimed at helping adult smokers quit. In May, it approved the first fruit-flavored e-cigarettes for adults, a policy shift following industry appeals.

Juul is no longer the leading e-cigarette brand in the U.S., having been overtaken by Vuse, a product of Reynolds American. Federal data shows teen vaping has declined overall, with remaining users largely turning to unauthorized disposable devices imported from China.