FDA’s decision to approve menthol JUUL and other menthol e-cigarettes including Vuse, NJOY, and others, is an enormous blow for those who care about kids’ public health. Research has proven over and over that flavors hook kids: almost 85% of teens who vape use flavored products, with almost 30% of them using menthol, making it one of the most popular flavors among teens. Given the industry’s insidious marketing of so-called “iced” fruit and candy flavors that are in fact mentholated ( and not yet tracked by federal surveys) youth use of menthol could be much higher. 

By allowing JUUL and others to remain on the market without full regulation for years, FDA has allowed highly-addictive flavored nicotine products to proliferate, leading to a youth vaping crisis that continues to impact millions of American families. Since FDA has repeatedly failed to protect young people from the predatory behavior of Big Tobacco, parents across the country must demand that our state legislatures do what FDA should have done: end the sale of all flavored e-cigarettes and all other flavored nicotine and tobacco products. Click here to send a personalized letter to your state representatives.

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*To read more about synthetic nicotine and efforts to close this regulatory loophole, check out PAVe's quote in today's New York Times article The Loophole That’s Fueling a Return to Teenage Vaping.