On September 9th, according to a report from the Wall Street Journal on Thursday, people familiar with the matter revealed that the U.S. Food and Drug Administration (FDA) will seek more time before deciding whether JUUL can continue to sell its e-cigarettes in the United States.

After years of pressure from politicians and public health organizations to strictly supervise the market segment like other tobacco products, the court authorized the agency to develop a timetable for reviewing e-cigarette products.

The FDA did not immediately respond to media requests for comment on the rumors.

The agency must review approximately 6.5 million product applications from approximately 500 companies by Thursday and decide whether manufacturers can prove that their products are in the interest of public health. If the application is not approved or rejected by the deadline, the product must be withdrawn from the US market until the FDA makes a decision.

Because of these rules, the FDA stated that it will fast track the decisions of market leaders such as JUUL, although it does not want to make decisions on all millions of product applications before the deadline. However, so far, the FDA has only issued decisions for smaller participants.

In late August, it rejected 55,000 applications for flavored e-cigarette products from small companies such as JD Nova Group and Great American Vapes. Due to concerns about underage use, flavored e-cigarettes have been the focus of anger among many public health organizations.

According to the e-cigarette trade organization, the agency issued more rejections on Wednesday.

Amanda Wheeler, President of the American Steam Manufacturers Association, said on Twitter: I deeply respect and help thousands of smokers to quit, many very good people who were told by our government that their products are illegal of.

According to Euromonitor International, Juul has been the market leader in e-cigarettes since 2018. As of 2020, the company has a 54.7% share of the US$9.38 billion US electronic steam market.

Altria, the owner of Marlboro, bought a 35% stake in the company at the end of 2018 for $12.8 billion. However, as Juul and the wider e-cigarette industry became embroiled in disputes, Altria significantly reduced the value of its investment. As of September 2020, Altria valued its shares at US$1.6 billion, which is one-eighth of its original investment, while Juul itself was valued at less than US$5 billion.

Altria's share price fell less than 1% in early trading, while the share price of British American Tobacco, which became Juul's competitor Vuse, fell 1.7%. Comments:

The implication is that Juul's fate may not be announced on September 9th. Whether it is a suspended death sentence or a death sentence, we will continue to wait.

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