The US bans the sale of all products sold by Juul, one of the country’s leading e-cigarette companies.
The Food and Drug Administration (FDA) said it didn’t have enough data to be sure the marketing of the company’s products was “appropriate to protect public health.”
Juul said it would contest the move.
It comes after other recent FDA anti-smoking efforts, including plans to reduce the amount of addictive nicotine allowed in cigarettes.
The agency had already banned the fruity flavors that made Juul a teenage phenomenon a few years ago.
“Today’s action is another step forward in FDA’s commitment to ensure that all e-cigarette and electronic nicotine delivery systems currently marketed to consumers meet our public health standards,” said FDA Commissioner Robert M. Califf in an explanation.
Founded in California in 2015 by two ex-smokers, Juul has been promoting its vaping pods as a healthier alternative to traditional tobacco cigarettes.
But the products, which contain high concentrations of nicotine, raised alarm as use among teens skyrocketed, with more than a quarter of high schoolers using e-cigarettes in 2019, according to a federal survey.
In 2020, the FDA said it would require companies to submit their e-cigarette products for approval. She has since given some the green light.
- US plans to reduce nicotine in cigarettes
- Juul’s rise to a $38 billion steam phenomenon
In its statement, the FDA said it had received no information indicating an “imminent threat.”
But it also noted that Juul, whose reviewed products had 3% and 5% nicotine levels, still plays an important role in the market.
“We recognize that these make up a significant portion of the products available, and many have played a disproportionate role in the rise of vaping among youth,” Mr Califf said.
Juul said it will seek a stay of judgment, which would allow it to continue selling while it considers options including an appeal.
“We respectfully disagree with the FDA’s findings and decision and continue to believe that we have provided sufficient information and data based on high-quality research to address any issues raised by the agency,” said Joe Murillo, Chief Regulatory Officer of the FDA company, in a statement.
“We intend to apply for a stay and are evaluating all of our options under FDA rules and the law, including appealing the decision and working with our regulator.
“We remain committed to doing everything we can to continue to serve the millions of adult American smokers who have successfully used our products in the transition from combustible cigarettes, which remain on store shelves nationwide,” he added.
Juul has already been hit by regulatory action, with officials investigating its marketing practices targeting teenagers and tightening rules on the sale of flavors. International restrictions have also limited its expansion outside the United States.
Altria Group, which acquired a 35% stake in the company for more than $12 billion in 2018, was forced to write off much of the value of its investment.
Shares of the company fell 9% on Wednesday after the Wall Street Journal reported plans for the ban.
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