FDA clears Juul's new e-cigarette with optional age-verification feature

The U.S. Food and Drug Administration granted Juul Labs permission to sell a refreshed version of its leading e-cigarette, branded Juul2, featuring an optional age-verification mechanism via a mobile app. This marks the first FDA approval for a new Juul model since the brand debuted over a decade ago, after the company endured large layoffs and paid roughly $3 billion to resolve lawsuits tied to teen usage. Juul plans to launch the device with a range of adult-targeted flavors in addition to tobacco and menthol.

FDA officials stress the clearance is not an endorsement and that non-smokers should not use e-cigarettes. Their review of company studies indicates that between 20% and 50% of adult smokers who used Juul products stopped smoking within six weeks, with outcomes varying by flavor and nicotine strength. The new age-gating option aims to curb underage access, while the approval aligns with a broader FDA effort to authorize adult-focused vaping products.