The U.S. Food and Drug Administration (FDA) has officially approved Juul Labs to continue selling its original e-cigarette device and tobacco‑flavored and menthol refill cartridges. This decision reverses the 2022 ban that had halted Juul’s sales and threatened the company’s survival.
According to the FDA, the scientific evidence presented by Juul—including longitudinal studies—demonstrated potential benefits for adult smokers transitioning away from traditional cigarettes, outweighing the risks. Juul’s CEO noted this approval as validation of the company’s research and health claims .
Despite heavy legal pressure—including over 5,000 lawsuits and billions in settlements—Juul retained about 18% of U.S. e-cigarette sales, ranking third in the market behind Vuse and Geek Bar. The FDA emphasized that the authorization is not an endorsement, warning that non-smokers and youth should avoid using e-cigarettes.
Following a federal court's temporary reversal of the 2022 ban, the FDA conducted a renewed scientific review that ultimately determined Juul’s products meet the public-health standard necessary for market access. The company is now exploring next-generation devices and expanded flavor options.
This move represents a pivotal moment in the vaping industry: regulatory authorities are signaling openness to allowing nicotine alternatives aimed at adult smokers, balanced against ongoing public-health concerns.