One day after the Biden administration said it would develop a rule requiring tobacco companies to reduce nicotine levels in cigarettes, a new report via WSJ said the Food and Drug Administration (FDA) is preparing to order Juul Labs Inc. to take its e-cigarettes off the U.S. market.
WSJ cites people familiar with the matter who said the FDA decision could come as soon as today.
“The marketing denial order would follow a nearly two-year review of data presented by the vaping company, which sought authorization for its tobacco- and menthol-flavored products to stay on the U.S. market,” WSJ notes.
Juul has spent the last several years attempting to regain the trust of the FDA and the public. The company limited marketing and stopped selling fruity flavors in 2019 — since then, sales have tumbled.
Altria invested $12.8 billion