Juul Labs has received authorization from the US Food and Drug Administration to market its JUUL2 e-cigarette system, which includes technology designed to verify a user’s age before the device is activated.
The FDA issued the marketing authorization on August 28 for the JUUL2 device and its tobacco and menthol-flavored pods. The decision comes years after Juul faced widespread scrutiny over youth vaping and its marketing practices.
Under federal law, consumers must be at least 21 years old to purchase tobacco products, including e-cigarettes, in the US.
JUUL2 includes optional age-verification technology
The JUUL2 system can pair with an app and use optional age-verification technology to confirm a user’s age before allowing the e-cigarette to be unlocked and activated.
Juul says the device also includes authentication features designed to combat illicit and counterfeit products. JUUL2 devices will only work when they detect authenticated pods.
According to the company, the authentication method was developed “to address illicit products, and incorporates age-verification technology capabilities.”
The FDA said it determined that marketing the updated device was “appropriate for the protection of the public health.”
The authorization follows years of legal and regulatory scrutiny surrounding Juul and youth vaping. In 2022, the company reached a $438.5 million settlement in principle following an investigation involving nearly three dozen states into its sales and marketing practices.
The investigation alleged that Juul appealed to young consumers through practices including the use of young models, free samples and social media marketing.
