First PMTA success for Reynolds’s Vuse products – but tobacco flavours only

The US Food and Drug Administration (FDA) has issued its first marketing authorisations for e-cigarette products, following the rejection of millions of others.

The authorisations cover RJ Reynolds’s Vuse Solo device and two 4.8% nicotine tobacco-flavoured pods, which the FDA said exposed users to reduced risk compared to combustible cigarettes. While the authorisations allow the products to be sold legally in the US, the FDA did impose limits on digital, TV and radio advertising.