The U.S. Food and Drug Administration on Tuesday granted its first authorization for fruit-flavored electronic cigarettes aimed at adult smokers, signaling a notable change in federal policy following sustained lobbying from the vaping industry directed at President Donald Trump.
The move is expected to draw strong criticism from public health advocates and parent groups, who have long argued that flavored products fuel underage vaping. The decision comes, however, as teen vaping has fallen to its lowest level in a decade and as manufacturers have pressed the Republican administration to ease restrictions.
Companies in the vaping sector have consistently argued that e-cigarettes can reduce the harms of traditional smoking among adults, which is linked to roughly 480,000 deaths annually in the United States from cancer, lung disease, and heart disease. Although these battery-powered devices have been sold since 2007, their reputation has been overshadowed by widespread use among middle and high school students.
The newly authorized products include flavors such as mango, blueberry, and two menthol options. Glas Inc., a vaping company based in Los Angeles, said it plans to sell them under the names Gold, Sapphire, Classic Menthol, and Fresh Menthol, according to the FDA announcement.
Until now, the FDA had limited approvals to tobacco- and menthol-flavored vaping products. Most authorized e-cigarettes have come from major companies, including Juul and Altria.
Officials emphasized that Tuesday’s action does not constitute an endorsement of vaping products. The agency reiterated that the Glas devices are intended solely for adults seeking to quit or reduce cigarette use.
The FDA pointed to the company’s digital safeguards, saying they reduce the likelihood of underage access. Users must verify their age using a government-issued ID on a smartphone, and the devices can only function when connected via Bluetooth to that verified phone.
The agency’s decision is likely to serve as an important precedent, according to anti-tobacco advocates. “a key test case,” said Kathy Crosby of the Truth Initiative.
“Ultimately, it’s critical that we remain vigilant in protecting young people, including closely monitoring the use of authorized products,” Crosby said in an emailed statement.
During his presidential campaign, Trump pledged to “save” vaping and received support from e-cigarette companies, retailers, and users.
Under President Joe Biden, the FDA rejected more than one million applications for flavored vaping products, particularly those resembling candy or fruit, as part of a broader crackdown credited with reducing youth vaping following its surge in 2019. During his first term, Trump imposed initial restrictions on flavored e-cigarettes and raised the legal age to purchase tobacco products from 18 to 21.
In recent months, vaping and tobacco policy have not been at the forefront of the agency’s agenda under FDA Commissioner Marty Makary, who has instead focused on other issues, including COVID-19 vaccine policies, eliminating artificial food dyes, and accelerating approval of certain new medications.
Industry groups, including the Vapor Technology Association, have recently met with administration officials to push for expanded approval of flavored products.
In March, the FDA issued its first formal guidance on flavors, indicating that options such as menthol, coffee, mint, and spice may have a role in attracting adult smokers. At the same time, the agency reiterated concerns about sweeter flavors—such as fruit, candy, and dessert—that tend to appeal to younger users.
Despite regulatory efforts, most American teenagers who vape continue to use unauthorized fruit- and candy-flavored products, according to government data. Although these items are technically illegal, they remain widely accessible, often sold as inexpensive disposable products imported from China.
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