The FDA has authorized Juul to continue selling its tobacco and menthol-flavored e-cigarettes after a lengthy review process, marking a significant development for the company.

Regulators determined that Juul's products are less harmful for adult smokers who switch completely from traditional cigarettes to vaping.

This decision comes after years of regulatory limbo, during which Juul's original product, nearly a decade old, faced restrictions and lawsuits.

Juul's CEO, K.C. Crosthwaite, highlighted the importance of this decision, emphasizing the scientific support for menthol's role in e-vapor and the company's plans to seek approval for new devices and flavors.

Juul aims to gain authorization for its next-generation device and potentially introduce more flavors in the future, despite the current focus on tobacco and menthol options.

The FDA's decision follows Juul's earlier discontinuation of several popular flavors, including fruit and candy, which appealed to teenagers.

While marketed as an alternative to traditional cigarettes, Juul's products still contain nicotine, which is addictive and associated with health risks like lung and heart disease.

Critics, including the Campaign for Tobacco-Free Kids, view the decision as a step backward, linking Juul to the youth vaping crisis and opposing the regulatory approval.

Yolonda Richardson and other critics argue that this approval could reverse progress made in reducing underage vaping, despite the regulatory stance that Juul's products are less harmful for adults.

The decision has faced widespread opposition from parents, politicians, and anti-tobacco advocates who call for a permanent ban on Juul due to its association with increased youth vaping.

Many opponents see this move as a setback in efforts to curb underage vaping, which remains a significant public health concern, with over 1.6 million students reported as users in 2024.

Juul's CEO expressed support for the FDA's decision, emphasizing the scientific basis for menthol's role and the importance of a reliable market for smokefree nicotine products.