In a setback for youth prevention, FDA authorizes Juul

On July 17, the U.S. Food and Drug Administration (FDA) authorized the marketing of Juul’s tobacco- and menthol-flavored e‑cigarettes for adults aged 21 and older. While the FDA stated that Juul demonstrated a potential benefit for adults who smoke who completely switch from combustible cigarettes to e-cigarettes, public health organizations—including the Prevent Cancer Foundation—are deeply concerned about what this decision could mean for young people.

Juul has played a central role in fueling the youth vaping epidemic in the United States. Between 2017 and 2019, e-cigarette use among high school students more than doubled, prompting the U.S. Surgeon General to declare a public health crisis. Although youth vaping rates have since declined, Juul remains a commonly used product—12.6% of middle and high school e-cigarette users reported using Juul in 2024, making it one of the most popular brands among adolescents.

Recent findings show that Juul’s marketing tactics prior to 2019—including launch parties and heavy social media campaigns featuring young-looking models—explicitly targeted youth. Those practices led to nearly $440 million in legal settlements over underage marketing. Since then, advocacy organizations have worked to educate young people and reduce e-cigarette usage among kids and teens. Allowing these products, especially menthol flavors that appeal to young users, to stay on the market risks reversing the progress made in protecting youth from nicotine addiction.

Nicotine use during adolescence poses serious health risks. It harms brain development, increases the likelihood of future addiction, and is associated with future use of combustible tobacco products—products that we know cause cancer. A 2020 study published in JAMA Pediatrics found that youth who used e-cigarettes, including Juul, were more likely to go on to use traditional cigarettes and other tobacco products.

The Prevent Cancer Foundation is disappointed in the FDA’s decision. Protecting kids from vaping and nicotine addiction is an essential part of our mission to empower people to stay ahead of cancer through prevention and early detection. This authorization undermines efforts to reduce young peoples’ exposure to harmful chemicals and addictive substances. We urge the FDA to deny marketing applications for flavored e-cigarettes and, along with other federal agencies, step up enforcement efforts against the many illegal products currently on the market.