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.

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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