The US Food and Drug Administration (FDA) has authorised the marketing of an e-cigarette for the first time, approving three products from RJ Reynolds under the Vuse brand. The decision, announced on Tuesday, marks a significant milestone in the regulation of vaping products in the United States.
The FDA determined that the benefit to adults trying to quit smoking outweighs the risk of teenagers becoming addicted. The approved products are tobacco-flavoured, avoiding the sweet flavours popular with younger users. Mitch Zeller, director of the FDA's Centre for Tobacco Products, stated that the manufacturer's data demonstrates these products could benefit addicted adult smokers who switch to them, reducing exposure to harmful chemicals.
However, the authorisation comes with strict conditions. It can be withdrawn if there is evidence of significant use by non-tobacco users, including young people. The FDA noted that young people are less likely to start with tobacco-flavoured e-cigarettes and then switch to higher-risk products. RJ Reynolds must also comply with restrictions on digital and TV advertising.
The FDA rejected authorisation for ten other Vuse Solo flavoured products, requiring their removal from the market if currently sold. The American Lung Association expressed disappointment, arguing that the products contain nearly 5% nicotine and pose harm to youth. RJ Reynolds, a subsidiary of British American Tobacco, welcomed the decision, saying it demonstrates the suitability of its vaping products for public health.
