The FDA has just authorized Juul to resume selling its e-cigarettes in the U.S.—a decision that could reopen the door to youth vaping if proper safeguards aren’t in place.

Juul’s early marketing tactics and sleek, flavored devices helped drive a national epidemic of teen nicotine addiction. Even now, more than 1.6 million U.S. students report using e-cigarettes. While use has declined in recent years, history has shown how fast that can change.

The FDA says Juul’s new products meet the legal threshold for marketing, but that does not mean they’re safe—and it doesn’t undo the harm already done to young people. We cannot afford another generation addicted to high-nicotine products disguised as harm reduction.

We’re calling on the FDA and Juul Labs to implement strict, public-facing protections to prevent youth access, including third-party age verification, marketing restrictions, and retail limits—especially near schools and in youth-oriented stores.

This isn’t about denying adult smokers alternatives. It’s about making sure those products don’t end up in kids’ hands—again.

Don’t repeat the mistakes of the past. Protect our kids before another wave of addiction takes hold.