FDA May Fast-Track New Vapor Tech JUUL’s Bluetooth E-Cig Slated for Review

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The US Food and Drug Administration is considering fast-tracking reviews for new vapor products if they feature technology to prevent underage use, according to a report by CNBC. This could open the door for JUUL to introduce its next-generation product (which we have dubbed the JUUL 2.0) for FDA approval as soon as possible.  

With an announcement earlier this month, the FDA gave five of the largest vaping companies (JUUL, Vuse, MarkTen, Blu, and Logic) a 60-day deadline to come up with a plan to keep vaping devices out of the hands of young people. If the plans fail to pass government muster, the cigalike brands could face a nationwide ban of all flavored products.

“I think if someone came to us with a good idea about how a product could be modified to be less appealing to kids or less prone to misuse by children, we’d be very interested in that product, and we’d be very interested in having a discussion around that and how we could put that through an efficient regulatory process,” Gottlieb told CNBC.

Usually, FDA approvals take at least 90 days, but fast-tracked reviews could take less than two months. Gottlieb’s statement signals to companies that creative tech-driven solutions to prevent youth vaping are on the table.

This is where the JUUL 2.0 comes in. For the last few years, JUUL’s products have been under scrutiny for their high-nicotine content, social media presence, and popularity among teenagers. With new formulations and updated messaging aimed squarely at adult smokers, the company is hoping to combat its associations with young people and start fresh in 2019.  

The updated device would come with a Bluetooth-compatible battery that pairs with the user’s smartphone. Thereafter, owners could only unlock the e-cig when it’s paired with their phones. This feature, JUUL says, would limit use of the device to its owner, and cut down on accessibility to minors, some of whom are getting their hands on the device through older straw purchasers. (They have yet to mention whether the devices would come with an age-verification process tied to the smartphone.)

The company also said the device’s wireless capability would allow schools to block them from being used on school grounds.

Another touted feature would allow adult vapers to track their usage, potentially making it easier to taper off nicotine. While not necessarily germane to addressing the FDA's concerns about underage use, it will be a welcome update for adults who want to curtail their use of not just tobacco but nicotine products in general.

Gottlieb’s statement could be an olive branch for companies like JUUL. Time will tell.