Briefing

Juul files for FDA approval in the U.S.

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The e-cigarette company’s long-anticipated application to the Food and Drug Administration has to convince the regulator that its products benefit adult smokers while not attracting minors and non-smokers. Juul is seeking approval for its vaping devices, along with its Virginia tobacco- and menthol-flavored pods; it left out other flavours like mango and mint, which have been banned for their popularity with young people. (Bloomberg)

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Talking point: Juul’s application included more than 110 studies, many of them examining the link between e-cigarettes and smoking cessation. The company has promised to do more research in a bid to “reset” its relationships with regulators, which became strained as the rate of minors and non-smokers picking up vaping surged along with a lung illness associated with e-cigarette use. Earlier this week, it released an in-house study linking its arrival in Canada with the drop in cigarette sales. In an interview with The Logic, one tobacco-policy expert warned the evidence is not substantial enough to draw conclusions about Juul’s impact on smoking rates. Juul has lost market share and value in the past year as it scaled back marketing in line with new rules and focused on gaining regulatory compliance. Approval from the FDA is critical for the company’s business in the U.S., its biggest market.