A woman exhales a puff of vapor from a Juul pen in Vancouver, Wash.
AP Photo/Craig Mitchelldyer
- The FDA is poised to ban Juul Labs e-cigarettes, The Wall Street Journal reported on Wednesday.
- The brand gained popularity in 2017, but has since seen its valuation tumble.
- Juul Labs has faced scrutiny from the FDA over concerns its product targeted minors.
US health officials are planning to ban Juul Labs e-cigarettes, according to a recent report from The Wall Street Journal.
The Food and Drug Administration could announce the order for Juul Labs to take its e-cigarettes off the market as soon as Wednesday, sources familiar with the issue told The Journal.
Spokespeople for the FDA and Juul Labs did not respond to a request for comment in time for publication.
The e-cigarette brand gained popularity in 2017, following a large social market campaign. The brand became known for its fruity flavors and faced FDA scrutiny over concerns its marketing campaign was targeting minors. Surveys from Truth Initiative found the brand was most popular with individuals under the age of 18.
In 2019, Juul Labs stopped selling fruity flavored e-cigarettes. Sales of the brand have fallen in recent years. Between 2018 and 2021, the company’s value plunged from $38 billion to less than $5 billion.
Shares of Marlboro-maker Altra, which owns a 35% stake in Juul, fell more than 8% in trading Wednesday morning following the report.
