BAT’s Vuse Gets FDA Nod Amid Broad Review of E-Cigarettes

The U.S. Food and Drug Administration authorized British American Tobacco Plc’s e-cigarette Vuse and its tobacco-flavored pods, the first major e-cigarette products cleared in a sweeping review of whether millions of cigarette alternatives have a public-health benefit.

Vuse is the first vape-type product from a major company to win FDA backing to continue U.S. sales, with the agency saying it can help users reduce exposure to harmful chemicals. The FDA is working through millions of applications -- including some from BAT competitors such as Juul Labs Inc. While the products under review have already been sold in the U.S., the companies need the FDA’s approval to keep marketing them. A denial by the agency would mean companies could face enforcement action if they try to continue sales.