JUUL and four other large e-cigarette companies have 60 days to submit plans to combat teen use before their products are forced off the market.
The FDA made this move after a national conversation on the rise of vaping by teens. The FDA issues more than 1,300 warning letters and fines to businesses that sold JUUL products and other e-cigarettes to minors — the largest coordinated enforcement effort in the history of the FDA, via the agency.
FDA Commissioner Scott Gottlieb said this requirement might force brands to revise their sales and marketing tactics, which could come with a period of halted sales.
"Let me be clear; everything is on the table. This includes the resources of our civil and criminal enforcement tools," Gottlieb said in a statement.
Auburn City School Public Relations Specialist Daniel Chesser said Auburn High School teachers have seen an increase in students using e-cigarettes, specifically JUUL.
According to the Auburn High School Student Conduct manual, possession or use of electronic smoking devices is a Type II violation. Chesser said the school will confiscate the device, contact the parents and consider other consequences.
Chesser said Auburn High is glad to hear the FDA is cracking down on companies marketing to minors.
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According to Gottlieb, the FDA is launching a national campaign next week to discourage teenagers and warn them of the dangers of nicotine.
In late August, the FDA announced that 17 e-cigarette or e-juice manufactures ceased sale or changed their advertising and marketing strategies after they were deemed "kid-friendly."
Some of the juice names that were under concern by the FDA are "Twirly Pop," "Unicorn Cakes" and "My Little Pony."
Gottlieb announced there would be additions and changes to the previously established Youth Tobacco Prevention Plan.
In response to the national conversation and the FDA's actions, JUUL specifically pledged $30 million to independent research, youth and parent education to be utilized over the next three years. The company wrote they are working closing with Iowa Attorney General Tom Miller.
JUUL products are labeled with the statement, "The alternative for adult smokers."
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