Juul, other e-cigarette manufacturers, face Judgment Day

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A shakeout of e-cigarettes is pending.

The Food and Drug Administration is approaching a deadline to decide which e-cigarettes can stay in the market in a series of decisions that have already begun to reshape the industry.

The agency’s mandate is to only approve steam products if their manufacturers can demonstrate that they are in the interest of public health. The FDA must weigh, among other things, the potential benefits of switching adult cigarette smokers to a less harmful option against the potential harm to young people who become addicted to nicotine.

The process has already taken some products off the market, and the agency has told e-cigarette makers that they should expect stricter controls on the way they market and sell their products. Some companies can be taken out of business entirely. The FDA could also put some sweet and fruity e-cigarette cartridges back on the market after temporarily restricting flavored vaping products last year.

“We are working flat out on the application review to get away from some kind of unregulated Wild West marketplace,” said Acting Commissioner of the FDA, Janet Woodcock, at a hearing before Congress in June. “We intend to use [our] Authority to protect children and optimize public health. “


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