The U.S. Food and Drug Administration (FDA) is proposing a ban on Juul, the popular e-cigarette purveyor, after stating that Juul had failed to provide evidence that its products benefit public health and criticizing the company over its targeted marketing to children and teens. Juul, for its part, has appealed the ban, citing its effectiveness in helping tobacco users quit smoking. The FDA has granted an appeal on the terms that no Juul products will go to market pending further investigation on the health benefits and risks of e-cigarettes. This case asks students how Juul can move forward as the possible ban looms over it.
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