The FDA has authorized the first menthol-flavored electronic cigarettes for adult smokers as it aims to reduce the harms of traditional tobacco smoking. Four menthol e-cigarettes from Njoy, a brand recently acquired by tobacco giant Altria, received approval. This decision supports the vaping industry's claim that their products can help reduce the toll of smoking, which causes 480,000 deaths annually in the U.S. due to cancer, lung disease, and heart disease.

Parent groups and anti-tobacco advocates quickly criticized the decision, fearing it could perpetuate the youth vaping epidemic. Meredith Berkman, co-founder of Parents Against Vaping E-cigarettes, expressed concern that this move might entice a new generation of young smokers. Although youth vaping has decreased from its peak, about 10% of high schoolers still use e-cigarettes, with 90% preferring flavored varieties, including menthol.

Previously, the FDA had only authorized tobacco-flavored e-cigarettes, which are less popular among youth. Njoy now joins just two other companies with FDA-approved vaping products. The menthol e-cigarettes function as cartridges inserted into a reusable device that heats liquid nicotine into an inhalable aerosol. Despite the approval, Njoy's products currently hold less than 3% of the U.S. e-cigarette market, dominated by Vuse and Juul. Altria provided data showing that Njoy e-cigarettes help smokers reduce exposure to harmful chemicals found in traditional cigarettes. However, the FDA emphasized that these products are neither safe nor “FDA approved” and should not be used by non-smokers.

This approval is part of a larger FDA review to scrutinize the vaping market, which includes many fruit- and candy-flavored vapes that are technically illegal but widely available. The FDA faces a deadline to complete its review of major vaping brands like Juul and Vuse, which must demonstrate that their products benefit smokers without appealing significantly to youth. Matthew Farrelly of the FDA’s Center for Tobacco Products stated that the benefits to adult smokers outweigh the risks to youth in this case.