For many looking to quit smoking, e-cigarettes may have looked like a safer alternative to the traditional cigarette. With e-cigarette company JUUL marketing their nicotine pods as “modified risk tobacco products” many turned to the company as a healthier way to continue their habit.
However, the Food and Drug Administration is now coming after the company for promoting its vaping products as safer than traditional cigarettes with no FDA approval to do so.
In a warning letter published on Monday, September 9th, 2019, the FDA is ordering JUUL to take action immediately and amend its illegal marketing practices or face tough enforcement actions, including fines or seizure of products.
“Regardless of where products like e-cigarettes fall on the continuum of tobacco product risk … companies must demonstrate with scientific evidence that their specific product does, in fact, pose less risk or is less harmful,” said Acting FDA Commissioner Ned Sharpless in a statement. “JUUL has ignored the law, and very concerningly, has made some of these statements in school to our nation’s youth.”
The company has 15 days to respond to the FDA and say they are “reviewing the letters and will fully cooperate” according to a JUUL spokesperson.