【2Firsts News Flash】On July 17, JUUL Labs announced on its official website that its e-cigarette products have officially received marketing granted orders (MGOs) from the U.S. Food and Drug Administration (FDA), confirming compliance with the statutory standard of “protecting public health.” The statement also highlighted that JUUL Labs is the only major e-cigarette company not owned or invested in by traditional tobacco firms.
Key highlights from JUUL’s statement:
1.FDA grants JUUL marketing authorization
In July 2025, the U.S. Food and Drug Administration (FDA) officially issued a marketing granted orders (MGOs) to JUUL Labs, allowing its e-cigarette products to be legally sold in the United States. After reviewing more than 110 scientific studies covering non-clinical, clinical, and behavioral data, the FDA determined that JUUL’s products “meet the public health standard” required for new tobacco products to enter the U.S. market.
2.JUUL underscores scientific evidence and public health benefits
JUUL Labs noted that its submission included a two-year longitudinal cohort study demonstrating that a significant proportion of adult smokers had fully transitioned to JUUL’s tobacco-flavored and menthol-flavored products. The company called the FDA authorization “good news” for millions of Americans still smoking combustible cigarettes and reiterated its mission to make smoking obsolete through innovative products.
3.The only FDA-authorized company not backed by Big Tobacco
JUUL Labs emphasized that it is the only major e-cigarette company in the U.S. market to receive FDA authorization without ownership or investment from traditional tobacco manufacturers. Since launching JUUL in 2015, the company has remained focused on developing smoke-free alternatives aimed at achieving a “smoke-free generation.”
4.Advancing youth protection and responsible marketing
JUUL said it has implemented strict age-verification systems and responsible marketing practices to ensure its products are sold and used exclusively by adults. According to the statement, youth usage of JUUL products has declined by more than 98% since 2019. The company supports the establishment of industry-wide standards to restrict youth access to all tobacco products.
5.Continued development of JUUL2 platform and product innovation
Following FDA authorization, JUUL plans to accelerate the rollout of its next-generation JUUL2 platform. The platform incorporates innovative features, including access-control technology to prevent underage use, and aims to deliver a more consistent, high-quality vaping experience for adult smokers. The company also intends to expand its range of adult-oriented flavors beyond Virginia Tobacco and Menthol while advocating for a robust regulatory framework covering all e-cigarette products.
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