The axe has fallen for e-cigarette maker Juul.

The FDA ordered the firm to stop selling and distributing its ubiquitous vaping gadgets in the U.S. Thursday, a dramatic finish for a corporation that dominated the e-cigarette market and was valued at $38 billion at the high of its recreation.

Juul will now not find a way to promote its vapes nor its 5 p.c or 3 p.c tobacco and menthol-flavored pods in the U.S. with out “threat[ing] enforcement motion” from the U.S. Meals and Drug Administration. Retailers may also be prohibited from stocking Juul products in the U.S.

The FDA’s ban towards Juul come after the firm failed to present constant proof about the security of its vapes and tobacco pods.

“As with all producers, JUUL had the alternative to present proof demonstrating that the advertising and marketing of their products meets these requirements,” Performing Director of the FDA’s Middle for Tobacco Products Michele Mital mentioned. “Nonetheless, the firm didn’t present that proof and as an alternative left us with important questions.”

The FDA clarifies that its actions don’t instantly prohibit particular person possession or use of Juul products, although acquiring the firm’s vapes and pods is about to be way more tough for U.S.-based customers.

Regulatory woes had already lower deeply into the firm’s valuation, however the FDA’s actions spell outright doom for its U.S. operations. Juul opponents Reynolds American and NJOY Holdings beforehand acquired authorization and will likely be allowed to proceed selling their very own products, although the FDA maintains that tobacco is dangerous and addictive even when vaped.

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