A Second Chance for Juul: What This Comeback Means for Harm Reduction

Following a long pause, Juul is back in the news - this time over something positive: the FDA approval of its products and their potential role in helping adult smokers quit smoking.

After years of navigating legal challenges and regulatory scrutiny, Juul Labs has received long-awaited approval from the U.S. Food and Drug Administration (FDA) to continue selling its e-cigarettes and refill cartridges. The decision is a major milestone for the company, which had faced mounting pressure and criticism over its alleged role in the rise of youth vaping. For those committed to tobacco harm reduction, the FDA’s move is an example of balancing protecting public health with offering adult smokers effective alternatives to combustible cigarettes.

Once a dominant force in the vaping industry and valued at over $13 billion, Juul’s reputation took a major hit when its flavoured pods—particularly fruit and candy varieties—became immensely popular among teenagers. This led to public outcry, lawsuits, and a surge in regulatory efforts aimed at curbing what many viewed as a teen vaping crisis. By 2022, Juul was on the verge of bankruptcy, following a sweeping federal ban on its products.

Relentless persistance which finally paid off
Despite this turbulent history, Juul continued to invest in scientific research to support its application to the FDA. The determination and belief in their products has now paid off. The FDA has determined that Juul’s products meet the legal standards required for marketing tobacco products in the United States. This includes a finding that the company’s data shows a potential public health benefit—particularly for adult smokers who fully switch from traditional cigarettes to Juul’s vaping products.

As with all cases of approval, this authorization does not amount to an endorsement. The FDA was careful to state that people who do not smoke, including teenagers, should not use e-cigarettes of any kind. However, for adult smokers, the agency acknowledged that Juul’s vapes can reduce exposure to the harmful toxins produced by combustible tobacco, which remains the most dangerous form of nicotine use.

One of Juul’s strongest arguments was centered on its unique nicotine delivery system. Research has consistently shown that Juul’s nicotine salts can closely mimic the nicotine absorption curve of combustible cigarettes. This means that for smokers trying to quit, Juul may be more satisfying and effective than many other alternatives. In fact, several independent, internal studies, as well as real-world data, suggest that Juul may outperform other vaping products as a cessation aid because of this precise and consistent delivery method. That potential effectiveness is a key reason why many in the harm reduction community support its availability—when tightly regulated and restricted to adult use only.

Menthol and the middle ground
As part of its effort to reframe its public image, Juul has taken several steps to limit youth appeal. The company discontinued its most controversial flavoured products years ago and now focuses on restricted options like menthol. In fact, this latest FDA decision only permits the sale of menthol-flavoured products, making Juul one of just two companies legally allowed to market flavoured vapes in the U.S.

Of course, criticism persists. Anti-tobacco organizations and youth advocacy groups continue to argue that Juul helped create a teen vaping epidemic and should not be allowed back into the market. Naturally, protecting youth from nicotine use remains a top priority in any responsible harm reduction framework. Yet, this doesn’t negate the reality that adult smokers still need safer, effective alternatives, and Juul’s product may be one of the most impactful options for that purpose.

Balancing youth protection with adult harm reduction
Juul’s regulatory journey has also underscored the importance of scientific evidence in shaping nicotine policy. When the FDA originally ordered Juul’s products off the market in 2022, the company challenged the decision, arguing that regulators had ignored substantial portions of its data. The FDA ultimately agreed to review the application again, leading to the current approval based on a more complete scientific evaluation.

In conclusion, Juul’s FDA authorization signals a new chapter in the ongoing effort to reduce smoking-related harm. While the company must continue to be held accountable for keeping its products out of the hands of teens, the recognition of its potential as a smoking cessation tool adds valuable momentum to the broader harm reduction movement. With strong oversight and a science-based approach, products like Juul can play a legitimate role in helping adult smokers quit for good.