JUUL Labs Announces Comprehensive Strategy to Combat Underage Use

A Juul vape

A Juul vape. Portland Press Herald—Press Herald via Getty Images

Gottlieb says the current "blitz" on retailers will continue throughout the month with additional actions in coming weeks.

It looks like a flash drive, but Juul and other e-cigarettes contain nicotine.

"For this reason, the FDA must - and will - move quickly to reverse these disturbing trends, and, in particular, address the surging youth uptake of JUUL and other products". "Juul flavors include "Creme Brulee" and 'Fruit Medley, ' which critics have said make it more attractive to minors", write Saabira Chaudhuri and Anne Marie Chaker for the Wall Street Journal.

"At the same time, we are committed to deterring young people, as well as adults who do not now smoke, from using our products".

"The most unusual part of today's announcement is that the FDA has sent an official request for documents to San Francisco-based Juul Labs".

Federal health officials are cracking down on underage use of a popular e-cigarette brand following months of complaints from parents, politicians and school administrators.

"Our objective is to provide the 38 million American adult smokers with meaningful alternatives to cigarettes while also ensuring that individuals who are not already smokers, particularly young people, are not attracted to nicotine products such as JUUL", said JUUL Labs Chief Administrative Officer Ashley Gould, who heads the company's regulatory, scientific and youth education and prevention programs.

Juul spokeswoman Victoria Davis says the company "agrees with the FDA that illegal sales of our product to minors are unacceptable".

"We're also taking additional steps to contact the manufacturers directly, and hold them accountable".

"A lot of people are like, 'Yo, let me hit your Juul.' They will be like, 'Oh, who has one?' And they pass them around", Eddie said.

eBay removed several listings for Juul products and voluntarily implemented new measures to prevent others like them from appearing on the website after the FDA contacted the company, Gottlieb said.

Truth Initiative says while the FDA has announced efforts to "reduce the addictiveness and appeal of combustible tobacco products", the delay in reviewing the products before they hit the market "deprives the public of critical information needed to make informed choices, contributes to confusion among smokers about the quality and safety of devices and permits the proliferation of products that are highly appealing to youth".

Juul sales have exploded over the past two years and the brand now accounts for 55 percent of the United States market for e-cigarettes, according to industry figures.

"Juul has become a teen status symbol and a growing problem in US schools".

Further enforcement actions are also planned for companies that market these products in a way that may target children or mislead them.

"We want to be a leader in seeking solutions, and are actively engaged with, and listening to, community leaders, educators and lawmakers on how best to effectively keep young people away from JUUL". "They're not doing cigarettes because that's not really hip", he said.

'These are very positive steps and demonstrate that FDA recognizes the problem of youth use is very serious, ' said Matthew Myers, of the Campaign for Tobacco-Free Kids.

Make no mistake. We see the possibility for ENDS products like e-cigarettes and other novel forms of nicotine-delivery to provide a potentially less harmful alternative for now addicted individual adult smokers who still want to get access to satisfying levels of nicotine without numerous harmful effects that come with the combustion of tobacco.

In 2016, the FDA issued a rule deeming e-cigarettes, cigars, and hookahs "tobacco products" and asserted FDA's ability to regulate them. The agency also is responsible for the safety and security of our nation's food supply, cosmetics, dietary supplements, products that give off electronic radiation, and for regulating tobacco products.

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