The U.S. Food and Drug Administration (FDA) has announced its first authorization of fruit-flavored electronic cigarettes intended for adult smokers, marking a significant policy shift under the Trump administration. The decision, made on Tuesday, follows months of appeals from the vaping industry and comes as teen vaping rates have fallen to a 10-year low.
New Authorized Flavors and Products
The newly authorized e-cigarettes come in mango, blueberry, and two varieties of menthol. Los Angeles-based vaping company Glas Inc. plans to market these flavors under the names Gold, Sapphire, Classic Menthol, and Fresh Menthol. Previously, the FDA had only permitted tobacco or menthol-flavored vaping products. Most e-cigarettes previously approved by regulators come from large manufacturers like Juul and Altria.
Age-Verification Measures
The FDA emphasized that the authorization is not an approval or endorsement, and reiterated that the Glas vapes are intended solely for adults looking to quit or reduce cigarette smoking. The agency noted that the company's digital age-verification system makes it unlikely that underage users will access the products. Users must verify their age with a government ID on their cellphone, and the e-cigarettes can only be used when connected via Bluetooth to the phone of the verified user.
Reactions from Health Groups
The decision is expected to face opposition from health and parent organizations that have long cited flavors as a key driver of underage vaping. Kathy Crosby of the Truth Initiative, an anti-tobacco nonprofit, called the FDA's approval a "key test case" and stressed the importance of remaining vigilant in protecting young people, including closely monitoring the use of authorized products.
Political Context
During his campaign, President Trump vowed to "save" vaping and gained support from e-cigarette companies and enthusiasts. Under President Joe Biden, the FDA denied over a million marketing applications for candy- or fruit-flavored products as part of a broader crackdown that helped reduce teen vaping after a surge in 2019. In his first term, Trump implemented initial flavor restrictions on e-cigarettes and raised the tobacco purchasing age from 18 to 21.
However, action on vaping and other tobacco policies has taken a backseat under FDA Commissioner Marty Makary, who has focused on other priorities such as restricting COVID-19 vaccines, phasing out artificial food dyes, and speeding up approval of innovative drugs. Groups like the Vapor Technology Association have met with administration officials recently, calling for more action on flavors.
FDA Guidance on Flavors
In March, the FDA released its first-ever guidance to the industry on flavors, stating that menthol, coffee, mint, and spice flavors could appeal to adult smokers. The same document reiterated the risks of sweeter flavors like fruit, candy, and dessert flavors, which tend to attract teens. According to the latest government data, the vast majority of U.S. teens who vape continue to use unauthorized fruit- and candy-flavored products, which are technically illegal but remain widely available in cheap, disposable brands typically imported from China.
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