FDA’s views on Vuse have potential to change the whole vaping landscape

It’s not often a vaping story makes the front page of The New York Times, but this was a big story – big enough for The Wall Street Journal, CNBC, Bloomberg and the BBC all to carry their own versions, big enough to go all round the world’s press thanks to the Reuters and Associated Press news agencies. After millions of marketing denial orders (MDOs), the US Food and Drug Administration (FDA) had issued its first marketing authorisations for e-cigarettes.

The granting of RJ Reynolds’s premarket tobacco product applications (PMTAs) for its Vuse Solo e-cigarette device and two of its pods is very big news for the US vaping industry, its supporters, its customers, and its opponents, for two reasons in particular.

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Aidan Semmens