Juul to halt flavored e-cigarette sales to more than 90,000 stores as federal crackdown looms

“We will now make mango, fruit, creme, and cucumber available only on JUUL.com, where we are adding additional age-verification measures to an already industry-leading online sales system that is restricted to people 21 years old and utilizes third party verification,” Juul said in a statement.

The more than 90,000 retailers include convenience stores and specialty vape shops.

JUUL also said that it would discontinue its social media promotions on Facebook and Instagram, key marketing tactics that helped fuel the company’s rise.

[Opinion: E-cigarette flavors are good for public health. Why is the FDA cracking down on them?]

Food and Drug Administration Commissioner Scott Gottlieb has said flavored liquids used in e-cigarettes can entice minors to take up e-cigarettes. The FDA has floated banning sales of e-cigarettes among convenience stores because that is where a majority of minors buy e-cigarettes.

Juul added that the company will also strictly limit buyers to two devices per month, and no more than 10 devices per year, in order to prevent bulk shipments to those who want to give them to minors.

“Our data show that flavors play a critical role in adult smokers’ ability to switch from combustible cigarettes, but we must prevent youth access,” Juul said.

Gottlieb has called on major e-cigarette makers to put together a plan to curb e-cigarette use among minors or else he would pursue a ban on e-cigarette sales to convenience stores. He is also looking at bans on menthol cigarettes and flavored cigars.

Gottlieb tweeted after Juul announced its plan that “voluntary action is no substitute for regulatory steps #FDA will soon take. But we want to recognize actions by Juul today and urge all manufacturers to immediately implement steps to start reversing these trends.”