Washington, D.C. - The U.S. Food and Drug Administration (FDA) reversed course on its marketing ban applied to Juul Labs, which means JUUL could eventually return to store shelves after nearly two years of consumers losing access to a popular alternative to combustible tobacco.Elizabeth Hicks, US Policy Analyst at Consumer Choice Center responded to the news, "This is a step in the right direction for consumers who want more nicotine alternatives to combustible tobacco. While the Marketing Denial Order (MDO) rescission is neither an authorization nor a denial, it does return Juul to a pending status for the FDA to review further."

Elizabeth Hicks; image courtesy of press release.

The FDA said in its statement Thursday that it had "conducted additional substantive review of the applications in a number of disciplines, including toxicology, engineering, social science, and clinical pharmacology" and that their change of course is based on a "review of information provided by the applicant" plus new case law based on court decisions involving MDOs for e-cigarette products."With over 26 million applications submitted to the FDA, less than 10 e-cigarette devices have been approved by the agency. Vaping is 95% less harmful than smoking combustible tobacco, and the FDA has an opportunity to help drastically improve public health by allowing consumers a choice when it comes to alternatives to combustible cigarettes," said Hicks.The FDA decision opens the door for JUUL to return to the market in the future, and allow US consumers the same choice as those in the U.K. and Canada."We hope the FDA provides a clear and transparent pathway for Juul Labs and the thousands of other companies who submitted product applications to finally gain authorization to offer their products to consumers in a regulated market," concluded Elizabeth Hicks.About the Consumer Choice Center:The Consumer Choice Center is a non-profit organization dedicated to defending the rights of consumers around the world. Our mission is to promote freedom of choice, healthy competition, and evidence-based policies that benefit consumers. We work to ensure that consumers have access to a variety of quality products and services and can make informed decisions about their lifestyle and consumption.Find out more at www.consumerchoicecenter.org