The U.S. Food and Drug Administration on Thursday said it was banning the sale of Reynolds American Vuse Alto menthol e-cigarettes, saying the risk to kids outweighs any benefit to adult smokers.
The FDA has announced a ban on three menthol-flavored and three mixed berry-flavored products, each available in three varying nicotine strengths. The agency is currently deliberating on whether to allow the company’s tobacco flavors to remain available in the market.
Reynolds, the manufacturer of Camel and Newport cigarettes, argues that vape pens assist adults in quitting smoking by transitioning to less harmful products for their well-being.
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BAT, the parent company of Reynolds, announced its intention to legally contest the FDA’s ruling.
“We believe appropriately regulated flavored vaping products — including menthol — are critical in supporting adult smokers migrate from combustible cigarettes,” Kingsley Wheaton, BAT’s chief strategy and growth officer, said in a news release.
On the market for multiple years, the vape pens have become increasingly popular among children and teenagers. Nearly 13% of middle- and high-school students who have vaped in the past 30 days named Vuse as their preferred brand, coming in second after Puff Bar, according to the results of a federal survey published in 2022.
Juul Labs was instructed by the FDA last year to cease the sale of its vaping products. However, the ban was temporarily suspended as Juul appealed the decision, and this legal process is currently underway.
