BAT Pauses Vape Launch Amid FDA Crackdown

British American Tobacco (BAT) has announced it will pause the pilot launch of its unlicensed Vuse One vape in the United States. This decision comes as the U.S. Food and Drug Administration (FDA) increases its efforts to regulate unlicensed smoking products.

The move by BAT highlights the growing complexity faced by major tobacco firms in competing with an influx of unlicensed products, often imported from China. These products have significantly impacted profits within the $22 billion U.S. market for smoking alternatives.

While some companies, like Philip Morris International, initially showed interest in similar initiatives, BAT's pause reflects broader market challenges. Meanwhile, industry stakeholders continue to await potential reforms in the FDA's licensing process.