Juul 'ignored law' in U.S. e-cigarette adverts

Juul boxes on display

The company, which has long promoted its nicotine pods as a safer alternative to traditional cigarettes, must provide a written response to the FDA within 15 days.

Today, the Food and Drug Administration issued a warning letter to manufacturer JUUL for making unsubstantiated claims of being "much safer than cigarettes", "totally safe" and asserting the "FDA would approve it any day".

During the presentation, the students said the rep told them the company's product was "totally safe".

We urge the U.S. Food and Drug Administration (FDA) to speed up the regulation of e-cigarettes and remove all unregulated products from the market. There were also additional concerns cited over the company's marketing that focused on Native American tribes, health insurers and students.

The FDA letter highlights an incident that two NY high school students recounted during a congressional hearing in July.

"Juul has ignored the law, and very concerningly, has made some of these statements in school to our nation's youth", FDA acting commissioner Ned Sharpless said in a statement.

Juul uses a nicotine concentration of five per cent in its products, which could potentially increase their addictive properties, and nicotine salts that are used to mask the harshness of nicotine, the agency said, questioning their use.

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Juul has already come under scrutiny for its marketing efforts, including its use of social media influencers to promote its vaping devices, with the Federal Trade Commission launching an investigation last month.

Juul Labs Inc. was warned by USA health officials that it may have violated the law by making claims its e-cigarette devices are safe.

The FDA also pointed to a statement from the company's CEO that could be found on the Juul website for a time which claimed that their products deliver nicotine without "the combustion and harm associated with [cigarettes]".

Recently, San Francisco issued a ban on all non-FDA approved e-cigarette products, MI issued a ban on e-cigarettes in general and New York Governor Andrew Cuomo proposed a state-wide ban on all flavored e-cigarette products today.

Federal and state health officials are investigating a number of mysterious deaths from illnesses that have been connected to use of vaping devices. Numerous samples contain vitamin E acetate that experts said could cause lung injury.

Last week, The Washington Post reported that federal- and state- level scientists said they believe an oil derived from Vitamin E found in cannabis vapor may be responsible for the lung damage in numerous illnesses. And under pressure, it voluntarily removed its fruit and dessert flavors from retail stores.

The letter also criticizes the company for apparently turning over more documents to congressional investigators than to the agency "despite previous document requests from FDA".

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