though these only account for a fraction of the market and
are far less popular among smokers transitioning to vaping.
While the flavour ban was ostensibly brought in to prevent
young people from being lured into vaping and smoking, such
restrictions can actually be a win for the tobacco industry itself.
Albany retailer Mike Kruger said that the ban cost him $32,000
and will lead people back to tobacco.
He said: “You can walk into any gas station in New York State
and you can get yourself a pack of Newport’s, Campbell’s or
Marlboro’s, but you can’t get your favourite vape flavour today.”
The vape businesses that have managed to survive coronavirus
and sweeping flavour bans now face an even greater threat.
Reynolds American has now submitted three PMTAs for its
Vuse range. The applications cover multiple flavour variations
for each product.
Executive Vice President and Head of Scientific and Regulatory
Affairs, Dr. James Figlar, said: "We are optimistic that we will
receive a favourable marketing order for all of our applications,
which would enable us to provide adult tobacco consumers
with multiple acceptable alternatives to cigarettes."
Ongoing PMTAs are confidential, so what Reynolds considered
to be an ‘acceptable alternative’ remains to be seen. However,
it’s unlikely that many of the so-called ‘kid-friendly’ flavours
that have helped millions of smokers around the US quit will be
around for much longer.
From September, all vape products will require a valid
Premarket Tobacco Product Application in order to be sold
in the US. Each application will cost hundreds of thousands
of dollars, with manufacturers required to prove that their
products are in the interests of public health.
Many of the small businesses that are the foundation of the
industry will be lost. And, yet again, it will likely be the billiondollar
tobacco industry that has the capital to prevail.
“Sometimes we
as Americans need a
wake-up call.”
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