On Friday, the Food and Drug Administration granted approval for the first-ever menthol-flavored electronic cigarettes designed for adult users. This development demonstrates that vaping flavors can potentially reduce the detrimental effects of traditional tobacco smoking.
Njoy, a popular vaping brand that has recently been acquired by Altria, a leading tobacco company that also markets Marlboro cigarettes, has received approval from the FDA for four menthol e-cigarette products.
Vaping product companies have been claiming for a long time that their offerings can assist individuals in quitting smoking, which is associated with 480,000 deaths annually in the United States due to cancer, lung disease, and heart disease. With this ruling, these assertions carry more significance.
The decision to allow the sale of menthol and other flavored tobacco products has faced criticism from parental groups and anti-tobacco advocates who have been urging regulators to keep such products off the market, particularly as they may appeal to children.
According to the founders of Parents Against Vaping E-cigarettes, the recent decision could have significant consequences. They stated, “This decision could mean we’ll never be able to close the Pandora’s box of the youth vaping epidemic.” The founders also criticized the FDA, saying, “The FDA has once again let down American families by letting a predatory industry find its next generation of loyal customers: our children.”
In recent years, there has been a decrease in the number of teenagers who vape, compared to the peak period. According to the latest reports, only 10% of high school seniors admitted to using e-cigarettes last year. Among those who vaped, a vast majority of 90% preferred flavored options, including menthol.
In the past, the FDA has given approval only to tobacco e-cigarettes, which are not commonly used by many young individuals who vape.
Only three companies have been granted approval by the FDA to manufacture vaping products. Similar to other vaping products, the ones that contain menthol are available in reusable cartridges that can be plugged into a device that heats liquid nicotine, turning it into an inhalable mist.
According to Nielsen data collected from stores, Njoy’s e-cigarette products accounted for less than 3% of total sales in the United States in the previous year. The majority of the market, approximately 60%, is dominated by Reynolds American’s Vuse and Juul. The remaining 40% of the market is comprised of numerous disposable brands.
The majority of young individuals who vape tend to prefer using disposable e-cigarettes, such as Elf Bars, that are available in various flavors like watermelon and blueberry ice.
According to the FDA, Altria’s findings indicate that Njoy e-cigarettes can aid individuals in reducing their intake of harmful chemicals commonly found in traditional cigarettes. Nonetheless, it is important to note that the products are not considered safe or approved by the FDA, and individuals who do not smoke should refrain from using them.
As part of a major review by the FDA, the decision made on Friday aims to bring scientific scrutiny to the vast vaping industry that has faced several regulatory delays over the years. Despite being technically illegal, there are currently thousands of fruit and candy-flavored vapes available in the U.S. market, which can be easily found in gas stations, grocery stores, and vape shops.
By the end of this month, the FDA has set a court deadline for itself to complete its lengthy evaluation of major vaping brands including Juul and Vuse.
For years, those names have been available for purchase in the United States as the FDA deliberates on their scientific applications. In order to remain operational, e-cigarette manufacturers must demonstrate that their product is beneficial to the health of users and does not appeal excessively to minors.
Matthew Farrelly, from the FDA’s Center for Tobacco Products, stated that after conducting a comprehensive scientific review, the benefits of adult smokers switching to a less harmful product outweighed the risks to youth in this particular case.
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