Truth Initiative Statement on FDA’s Authorization of JUUL Products

Today’s Food and Drug Administration (FDA) decision to authorize the marketing of tobacco and menthol-flavored JUUL e-cigarette products underscores the need for continued vigilance in protecting young people from nicotine initiation and addiction.

The FDA’s responsibility is to protect public health, and authorization decisions are based on a rigorous scientific review of whether a product is “appropriate for the protection of public health”—a high bar that includes consideration of both adults who smoke and the risks to youth. But authorization alone is not a guarantee of sustained public benefit over time, especially when the product has a documented history of youth appeal and nicotine addiction.

JUUL’s history is inseparable from the youth e-cigarette epidemic that emerged in the late 2010s. Its role in addicting a generation of young people is well documented—both in research and in legal settlements totaling more than $1 billion. According to the 2024 National Youth Tobacco Survey, JUUL remains one of the top five e-cigarette brands used by youth overall, including 12.6% of current middle and high school e-cigarette users. It was also the third most popular brand among middle school users. These findings make clear that JUUL continues to appeal to youth, despite years of public health efforts to prevent use.

Menthol, in particular, plays a troubling role in youth initiation and addiction. It masks the harshness of nicotine, making it easier for young people to start—and harder to stop. Research shows that menthol use among youth surged during the time of JUUL’s rise. That early exposure has had lasting effects: today’s 18- to 24-year-olds—often referred to as the JUUL generation—now have the highest e-cigarette use rates of any age group. At Truth Initiative, we are committed to helping them break free from addiction through our field-leading EX Program, a free and proven resource for quitting. 

Truth Initiative remains steadfast in our mission to prevent youth and young adult nicotine addiction and to empower quitting for all. That means holding the line against flavored products that appeal to youth and ensuring robust enforcement against illegal products flooding the market.

Progress is possible—we’ve helped drive youth vaping to its lowest levels in a decade—but authorization of any product with demonstrated youth appeal must be met with rigorous safeguards and accountability. Continued vigilance must include strong post-market surveillance, regular reviews of marketing practices, and swift enforcement against any violations. This decision must not weaken our resolve to protect the next generation.