In a statement issued a few days ago, the company Juul Labs wanted to respond to the FDA's initiatives to regulate the use of flavorings in e-liquids to limit the use of e-cigarettes in minors. This decision comes at a time when Juul Labs is increasingly being watched and challenged.
KEVIN BURNS, CEO OF JUUL LABS
"Smoking remains the leading cause of preventable death worldwide, with more than 480 000 deaths each year in the United States. Our mission is to eliminate smoking in the world by providing adult smokers with a real alternative to smoking. We believe that flavors play an important role in helping smokers to adopt the e-cigarette.
We fully support the FDA's efforts to limit the use of tobacco products among minors, but we believe that restricting access to flavorings will have a negative impact on adults who are smokers and want to quit smoking. The proper flavors actually help smokers who do not want to keep the taste of tobacco. We encourage the FDA to allow a more in-depth scientific exploration of the role aroma plays in smoking cessation assistance.
While JUUL Labs strives to support adult smokers in their efforts to change, we remain steadfast in our commitment to preventing the use of juvenile vape products. Both objectives can be achieved through reasonable regulation to restrict the advertising and naming of flavorings. We look forward to continuing to work with the FDA, policy makers and community leaders to help reduce tobacco use while protecting young people. "