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Exploring the Impact of FDA Marketing Decisions on Vuse Vapes

by Carrie You 25 Aug 2023

The e-cigarette industry is always in flux, which might be due to its rapid changes. Companies keep updating their e-cigarette products. Since e-cigarettes are addictive, unexpected things can happen when they're introduced to the public. Recently, the well-known American e-cigarette brand Vuse faced a setback from the FDAFood and Drug Administration). They wanted to sell certain e-cigarette products, but the FDA said no. They couldn't prove that their Vuse Vibe, Vuse Ciro, and Vuse Solo menthol e-cigarettes were better for adult smokers than regular tobacco e-cigarettes. Plus, e-cigarettes without tobacco flavors have big risks for young people. 


In May, the FDA said yes to selling some Vuse e-cigarettes, but they couldn't have menthol flavor. This caught people's attention because Vuse is really popular, just like Juul. You can find their products in gas stations and vape shops, making up about 70% of those places. Many people who smoke use e-cigarettes without tobacco flavors to help them quit. 

What will happen to the e-cigarette market in the future? Will the FDA stop more flavors and brands from being sold? Does this make quitting smoking even harder? How will e-cigarette companies deal with all of this? Keep reading to find out more about these questions. 

Quick Look: 

Are FDA Marketing Decisions on Vuse Vapes Reasonable?

The FDA's decisions on whether to allow the marketing of Vuse vapes raise questions about their reasoning and fairness. These decisions have significant implications for both smokers and the vaping industry. Analyzing the factors behind these choices can shed light on whether the FDA's actions align with public health goals and the rights of adult consumers. 

The FDA assesses vaping products by evaluating their potential risks and benefits, especially concerning their attractiveness to young people. In cases like denying marketing for specific Vuse vapes, the FDA pointed to worries about menthol flavors attracting young individuals, potentially leading to more underage vaping. This move aims to protect youth from the negative impacts of nicotine addiction. 

However, it's crucial to mention that the FDA also took into account the potential advantages for adult smokers. The FDA stated: 

"For the authorized products, the FDA determined that the potential benefit to adult smokers who switch completely or significantly reduce their cigarette use would outweigh the risk to youth – provided that the company follows post-marketing requirements to reduce youth access and youth exposure to their marketing.” 

Vaping supporters argue that adults attempting to quit smoking benefit from various vaping choices, including different flavors. They assert that flavors can play a key role in helping smokers transition from regular cigarettes. While addressing youth appeal is crucial, they believe that adults should also have access to options that might aid their efforts to quit smoking. 

Considering these viewpoints, the FDA's decisions' fairness rests on their ability to effectively serve both adult smokers and prevent youth from starting vaping.

Should the FDA Ban Menthol-Flavored Vuse Vapes?


Whether the FDA should impose bans on Vuse menthol flavors is a complex and debated topic. FDA's primary aim is to protect public health.

The FDA's recent marketing denial orders extend beyond the Vuse brand, reflecting a broader initiative to ensure science-based review and regulation of all tobacco products in the market: 

"Today’s actions are just one of many the FDA has taken to ensure any tobacco products that are marketed in the U.S. undergo science-based review and receive marketing authorizations by the agency. To date, the agency has received applications for more than 26 million deemed products and has made determinations on 99% of these applications. To date, the FDA has authorized 23 tobacco-flavored e-cigarette products and devices, which are the only e-cigarettes that currently may be lawfully sold or distributed in the U.S.

Menthol flavors are often preferred by former smokers as they mimic the taste of menthol cigarettes, making the transition to vaping smoother. Banning these flavors could limit the availability of alternatives for adult smokers, potentially hindering their cessation efforts.

Interestingly, even if the FDA were to forbid Vuse menthol flavors, it's worth noting that Vuse vapes still contain nicotine content that is significantly higher than the limits set in the U.K. and Europe, making them potentially harmful to teens. And the general industry rule is that vapes with addictive content cannot be sold to minors. This points to the fact that the core issue at play may be more centered around age regulation rather than simply limiting flavors. 

One of the key arguments in favor of banning menthol flavors in Vuse vapes is the concern over their appeal to youth. NYTS data also found Vuse to be the second most common brand youth e-cigarette users reported “usually” using. A ban on Vuse menthol flavors could potentially reduce the likelihood of adolescents experimenting with vaping and becoming addicted to nicotine. 

However, This raises a crucial question: even if the FDA bans Vuse menthol-flavored vapes, will the potential advantage of curbing youth appeal truly outweigh its benefits? 

Adapting to Flavor Bans: How Adult E-Cigarette Users Can Adjust


For people who use e-cigarettes, dealing with flavor bans can be tricky. However, there are ways to handle these new rules while still enjoying vaping responsibly. Here are some ideas for e-cigarette users to think about: 

Trying Tobacco Flavors: If flavors are limited, you can try e-cigarettes with tobacco-like tastes. These options might give you a similar experience while sticking to the rules. 

DIY E-Liquid: Some people enjoy making their own e-liquids by mixing flavors that are still allowed. It's a way to have fun and create your own unique blends. 

Supporting Prevention: Preventing teenagers from vaping is important for everyone's health. You can join campaigns or groups that speak up against underage vaping. By doing this, you're contributing to a healthier future and safer choices for teenagers. 

Learning About Bans: Knowing flavor bans and why they happen can help you understand what's happening. Also, learning about how vaping can be better than smoking can help you stay motivated. 

No-Flavor E-Liquids: Flavor bans might not affect e-liquids without flavors added. These can be a choice for people who care more about vaping than the specific taste. 

Trying Available Flavored Disposables: Besides Vuse vapes, some fruity disposable vape pens are still around. Browse optional vape brands online or offline; exploring them during this time could help you quit vaping. 

Considering Quitting Help: While not everyone's first choice, some people might think about using FDA-approved things to help quit smoking, like nicotine replacement or medicines. 

Dealing with flavor bans might be difficult, but they also allow you to rethink how you vape and try new things. By staying open to change and learning, you can keep enjoying vaping responsibly, even with the new rules.

FAQs about Vuse Vapes

How many cigarettes is a Vuse Go equivalent to?

The number of cigarettes equivalent to a Vuse Go can vary depending on factors like nicotine strength and individual vaping habits. It's important to note that vaping products like Vuse Go and traditional cigarettes have different nicotine delivery methods, making direct comparisons difficult. 

Why are flavored Vuse pods banned in the U.S.?

Flavored Vuse pods and other flavored e-cigarette products were banned in the U.S. to address concerns about their appeal to young people. Flavors like menthol and fruit can attract minors to vaping, leading to nicotine addiction. The ban aims to protect youth from the harms of nicotine use. 

Are Vuse Vapes FDA approved?

Vuse Vapes, like tobacco-flavored Vuse Solo, Vuse Ciro, and Vuse Vibe vape pods, are authorized by the FDA through the Pre-Market Tobacco Product Application (PMTA) pathway. This means they have met certain standards for safety and public health. However, it's important to note that being authorized doesn't mean they are FDA-approved like medicines – all tobacco products, including vapes, carry risks. 

What is the difference between Juul and Vuse?

Juul and Vuse are two popular e-cigarette brands, but they differ. Juul gained early popularity for its sleek design and high nicotine content, which raised concerns about attracting youth. Vuse offers a range of vaping products, including devices and flavors. Both brands have faced scrutiny regarding their impact on public health and youth vaping.

Final Thought

To sum up, the FDA's choices about Vuse vapes show how the e-cigarette world is changing affecting many people. The big question is how to keep kids safe while still helping grown-up smokers. 

Thinking about banning menthol flavors in Vuse vapes brings up important debates about what's best for both young people and adults who want to quit smoking. It's tricky to find the right balance. 

As e-cigarette rules change, people who use them can try different things. They might have to switch to tobacco-like flavors or explore new options. Standing up against teen vaping is also important. Learning more about bans and why they happen can help you understand the situation better. And for those who are ready, there are FDA-approved ways to quit smoking. 

Ultimately, these changes challenge e-cigarette users to adapt and make responsible choices. It's about finding a balance between what's safe for everyone. 


  1. FDA Issues Marketing Decisions on Vuse Vibe and Vuse Ciro E-Cigarette Products

  1. FDA Denies Marketing of Two Vuse Solo Menthol E-Cigarette Products

  1. FDA Denies Marketing of Two Vuse Menthol E-Cigarette Products Following Determination They Do Not Meet Public Health Standard

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