In the regulator radar in the United States, the leader of the e-cigarette market Juul stands as a sad precursor in the ban of fruity aromas. The company recently announced that it will stop selling fruit flavored refills in stores.
Attacked from all sides, the number one electronic cigarette Juul announced Tuesday suspend sales of its most popular products of adolescents: it will stop marketing in stores most of its flavored refills, the most likely to attract the most young consumers. The manufacturer, whose products are hugely successful with American teenagers, will also stop promoting them on social networks.
The San Francisco-based company has consistently said it targets adult smokers who want to quit smoking. But very quickly, its devices resembling a USB key, which include refills with a liquid containing nicotine, sometimes flavored with fruit, have made their mark in schoolyards.
To avoid seducing teenagers, while retaining his former smoking clientele, Juul said he would be content with e-cigarettes flavored with mint, menthol, and tobacco, the only ones that will be sold commercially. Fruity perfumes represent 45% of sales in stores, according to the company.
The announcement comes as the regulator - the Food and Drug Administration (FDA) has warned two months ago e-cigarette manufacturers to submit a plan to reduce the consumption of teens. The agency is expected to announce this week a ban on flavored electronic cigarettes in stores and service stations, and will tighten the age verification requirement for internet sales.
Juul's decision, which now captures 70% of the electronic cigarette market in the United States, was judged a little late by the associations and will have no effect on the authorities. " Voluntary action is not a substitute for the regulator's decisions, said the FDA official, Scott Gottlieb, in a tweet on Tuesday. But we want to take note of Juul's decision today, and encourage all manufacturers to take the lead in reversing these trends. ».
Juul really had no choice: in October, the FDA seized documents on its marketing strategy during a raid on its offices.
COMPETITORS FROM E-CIGARETTE JUUL TO DIAPASON?
The FDA admitted to having been taken aback by the explosion of the consumption of electronic cigarettes, and Juul products in particular, by teenagers. More than 3 millions of middle and high school students report consuming them regularly, including a third who claims to have been attracted to fruity scents.
Several manufacturers have announced measures to limit consumption among minors. In October, Altria claimed to give up its flavored e-cigarettes as well as some brands. Others, such as British Tobacco, have promised to stop promoting these products on social networks, without giving up selling refills in the trade.
source : Lesechos.fr/