"While we remain committed to advancing policies that promote the potential of e-cigarettes to help adult smokers move away from combustible cigarettes, that work can't come at the expense of kids", Gottlieb said.
He's also proud of how he said those products changed his life for the better. More generally, the FDA wants Juul and the other companies to contemplate "the particular youth appeal of their products", which involves features, such as style and convenience, that adults also happen to like. But past year Gottlieb delayed the deadline until 2022, saying both the agency and industry needed more time to prepare.
While e-cigarettes are thought to be less harmful than regular cigarettes, it's still unclear of the impact of long-term use.
"We as a company focus on mature marketing and we are not in the business to sell to kids". The companies sell Vuse, Blu, Juul, MarkTen XL, and Logic e-cigarette brands, which account for 97 percent of USA e-cigarette sales, according to FDA. Short of that, he suggests the FDA might force companies to stop offering e-liquid flavors that appeal to minors, which are an important factor in quit attempts by adult smokers.
FDA Commissioner Scott Gottlieb announced the plan Wednesday, saying the agency is giving the manufacturers of Juul, Vuse, MarkTen, Blu, and Logic-which make up more than 97% of the U.S. e-cigarette market-60 days to submit their plans, USA Today reports. Companies whose products are pulled from shelves will have to prove a net positive public health benefit before sales can resume. The FDA's delay on that requirement has allowed the industry to flourish with little oversight. The FDA is demanding what Gottlieb describes as "plans to immediately and substantially reverse" the "clear and present danger" of adolescent vaping. According to the NYTS, the incidence of past-month smoking among high school students fell from 15.8 percent in 2011 to 7.6 percent in 2017. That initiative emerged from the agency's broader plan to regulate nicotine and tobacco, unveiled in July 2017, under the Family Smoking Prevention and Tobacco Control Act.
She said Altria could be well positioned because it has a long history of dealing with youth access to its products and has "limited/mature flavor profiles relative to Juul".
San Francisco-based Juul said it is working to prevent underage use of its products but added that flavors can help adult smokers quit. The agency also has issued more than 135 No-Tobacco-Sale Order Complaints, which can result in retailers being prohibited from selling tobacco products for specified time periods.
In April, the Minnesota Department of Health and the Minnesota Department of Education sent a joint letter and toolkit to school districts across the state, warning them of the dangers of e-cigarettes and vaping products and providing them with resources for addressing the issue in schools.
Gottlieb cited preliminary data that has not yet been published, but which he said shows "youth use of e-cigs is rising very sharply".
The FDA is in the process of rolling out a sweeping anti-smoking initiative created to make it easier for smokers to quit by cutting the nicotine levels in regular cigarettes.
"In my view, they treated these issues like a public relations challenge rather than seriously considering their legal obligations, the public health mandate and the existential threat to these products, and as they did, these risks have mounted", Gottlieb said. "And they [teens] have adopted it", Gould said.