FDA Allows Sales of Top-Selling Tobacco E-Cigarette Vuse

The Food and Drug Administration (FDA) on Thursday authorized sales of certain tobacco-flavored Vuse Alto e-cigarette products from RJ Reynolds, allowing the company to keep the products on the market.

Vuse is the best-selling electronic cigarette brand in the country, according to Nielsen data, covering more than 40% of the market.

The FDA marketing authorization applies to six tobacco-flavored capsules, which are sealed, pre-filled and non-refillable. The agency considered the product to be “appropriate for the protection of public health,” but stressed that allowing it on the market does not mean it is safe or “FDA approved.”

“All tobacco products are harmful and potentially addictive. Those who do not use tobacco products, especially young people, should not start,” the FDA said.

However, the FDA said it has determined that there is a benefit for adults who smoke traditional cigarettes and switch completely to the new product, or significantly reduce their consumption of traditional cigarettes. This benefit outweighs the potential risk to young people, the FDA said, especially since data shows that young people do not use tobacco flavors.

Last year, the FDA banned the sale of mentholated and fruit-flavored Vuse Alto e-cigarettes, citing their growing popularity among children. Reynold’s parent company, British American Tobacco, is challenging the order in court.

The FDA is facing intense scrutiny over its handling of e-cigarette products, which need authorization from the agency to remain on the market.

The agency is behind in its task of reviewing premarket applications for tobacco products, which are required for new tobacco products to be legally marketed in the United States. The FDA previously said it would finish reviewing the applications by the end of 2023, but missed that deadline.

Like other brands, Vuse remained in stores pending FDA action. The agency has rejected more than 26 million product applications received from vaping companies. Only a few products have been authorized to help smokers.

British American Tobacco chief executive Tadeu Marroco said in a statement that the company welcomed the FDA’s decision, but emphasized that “the success of these legal products depends on the FDA doing more to tackle a thriving illicit market for vapor products, that are intentionally and systematically marketed to young people.

This story originally appeared on thehill.com read the full story