JUUL to propose age-locked vape
Under-fire vape giant JUUL is to propose an age-locked vape device as it seeks approval under the Premarked Tobacco Application (PMTA) system.
It hopes that the technology would convince regulators that the device will not be used by teenagers.
JUUL has until May 12 to submit their products and prove that they provide a public health benefit.
The company will also submit 250,000 pages of research, marketing material and a proposal to curb underage use, a source told The Wall Street Journal.
JUUL will receive support from tobacco giant Altria, which owns a 35 percent stake in the company.
“Altria is working day by day with us, side by side, helping us extensively”JUUL official
The PMTA process requires that e-liquid brands and hardware manufacturers apply for approval for each product to be legally sold in the US.
Manufacturers are required to prove that a product is safe, beneficial to health and will not be used by minors, among other criteria.
The process may prove prohibitively expensive for smaller companies without the financial backing of Big Tobacco.
British American Tobacco (BAT) US subsidiary Reynolds American Inc. submitted the first PMTA vape product application in November 2019.