The vaping giant will continue to sell its liquid nicotine pods in mint, menthol and tobacco flavors in brick-and-mortar stores, but will restrict other flavors that could be appealing to younger people to online sales. Juul Labs launched the device, which resembles a flash drive, in 2015, and now has about 77 percent of the United States e-cigarette market. Last month, a competitor, Altria, said it would discontinue most of its flavored e-cigarettes and support federal legislation to raise the age of purchase to 21 for any tobacco and vaping product. Senator Chuck Schumer, Democrat of New York, had been an advocate of such restrictions. “While more must be achieved to fully regulate e-cigs like actual cigarettes, Juul’s effort is a good step in snuffing out kid-friendly flavors that have fueled the spiking nicotine addiction amongst America’s youth and can make a difference,” Mr. Schumer said in an email. Lisa David, president and chief executive of Public Health Solutions, a New York-based nonprofit group specializing in health issues for low-income and immigrant families, said she opposed keeping mint and menthol flavors easily available in stores, especially given the gateway effect for young people who start vaping and then move to traditional cigarettes. “Menthol makes it seem less harsh, and also makes the body absorb more nicotine,” she said. “That means it’s easier to start smoking and harder to quit.” Ms. David also wondered if Juul's restriction might be too late, because of the many similar devices, called “Juul-alikes,” already on the market.
The Food and Drug Administration is aiming to propose a ban on the cigarettes, which can taste milder than normal cigarettes, as part of a wider campaign against flavoured e-cigarettes and other tobacco products. Any such ban could take 12 to implement, especially if contested by tobacco companies. Menthol cigarette advertising is heavily targeted at African-Americans. Of smokers in this community aged years and over, around 85% smoke menthol cigarettes, compared to 29% of white smokers. Canada has already banned menthol cigarettes and a ban on such products will also come into effect in the European Union in 2020.