The US is banning the sale of all merchandise bought by Juul, one of many nation’s prime e-cigarette firms.
The Food and Drug Administration (FDA) mentioned it didn’t have sufficient information to make sure that advertising the agency’s merchandise was “appropriate for the protection of public health”.
Juul mentioned it might problem the move.
It comes after different latest anti-smoking efforts by the FDA, together with plans to scale back the quantity of addictive nicotine allowed in cigarettes.
The company had already barred the fruity flavours that helped make Juul a phenomenon amongst youngsters a couple of years in the past.
“Today’s action is further progress on the FDA’s commitment to ensuring that all e-cigarette and electronic nicotine delivery system products currently being marketed to consumers meet our public health standards,” FDA commissioner Robert M. Califf mentioned in an announcement.
Juul, based in California in 2015 by a pair of former people who smoke, has promoted its vaping pods as a more healthy various to conventional tobacco cigarettes.
But the merchandise, which include excessive concentrations of nicotine, raised alarm as use amongst teenagers exploded, with greater than quarter of excessive schoolers utilizing e-cigarettes in 2019, based on a federal survey.
In 2020 the FDA mentioned it might require firms to submit their e-cigarette merchandise for approval. It has since granted a few of them a inexperienced gentle.
In its assertion, the FDA mentioned it had not acquired any data to counsel an “immediate hazard”.
But it additionally famous the main position Juul, whose merchandise below evaluate had nicotine ranges of three% and 5%, nonetheless performs out there.
“We recognise these make up a significant part of the available products and many have played a disproportionate role in the rise in youth vaping,” Mr Califf mentioned.
Juul mentioned it might search a keep of the ruling, which might permit it to maintain promoting because it explores choices together with an attraction.
“We respectfully disagree with the FDA’s findings and decision and continue to believe we have provided sufficient information and data based on high-quality research to address all issues raised by the agency,” the agency’s chief regulatory officer, Joe Murillo, mentioned in an announcement.
“We intend to seek a stay and are exploring all of our options under the FDA’s regulations and the law, including appealing the decision and engaging with our regulator.
“We stay dedicated to doing all in our energy to proceed serving the thousands and thousands of American grownup people who smoke who’ve efficiently used our merchandise to transition away from flamable cigarettes, which stay obtainable on market cabinets nationwide,” he added.
Juul has already seen its business hit by regulatory action, as officials investigated its marketing practices to teens and tightened rules on what flavours could be sold. International restrictions have also limited its expansion outside the US.
Altria Group, which took a 35% stake in the company in 2018 for more than $12bn, has been forced to write off much of the value of its investment.
The firm’s shares sank 9% on Wednesday, after the Wall Street Journal reported plans for the ban.