In a significant ruling that could reshape the vaping industry landscape, the U.S. Supreme Court unanimously upheld the Food and Drug Administration's authority to deny marketing applications for flavored e-cigarette products. The decision, delivered on Wednesday, represents a major victory for public health advocates concerned about youth vaping while dealing a substantial blow to manufacturers of flavored vaping liquids.
Justice Samuel Alito authored the 46-page opinion, which rejected claims from vaping companies Triton Distribution and Vapetasia that the FDA had improperly changed its requirements during the application review process.
FDA's Regulatory Authority Affirmed
The case centered on a series of FDA denials issued during the Biden administration for vaping products featuring youth-appealing flavors with names like "Pink Lemonade," "Rainbow Road," and "Jimmy the Juice Man Peachy Strawberry." The manufacturers argued that the FDA had conducted a "regulatory switcheroo" by changing the evidentiary requirements after applications were submitted.
The Supreme Court disagreed with this characterization. "We cannot agree with their argument that the FDA went back on any commitments made in the guidance it provided before ruling on respondents' applications," Justice Alito wrote in the opinion.
The ruling overturns a decision by the U.S. Court of Appeals for the 5th Circuit, which had previously sided with the vaping industry by finding that the FDA had sent manufacturers on a "wild goose chase" to obtain approval.
Public Health Implications
Public health organizations celebrated the decision as a crucial step in addressing youth nicotine addiction. According to FDA data, 19% of high school students and 4.7% of middle school students reported using e-cigarettes in 2020—significantly higher than traditional cigarette usage rates.
"Today's ruling is a major victory for the health of America's kids and efforts to protect them from the flavored e-cigarettes that have fueled a youth nicotine addiction crisis," said Yolonda Richardson, president and CEO of Campaign for Tobacco-Free Kids. "It affirms that the FDA's marketing denials for flavored e-cigarettes have been legally and scientifically sound and should encourage FDA to stay the course."
Regulatory Framework and Standards
The case highlights the complex regulatory framework established by the 2009 Family Smoking Prevention and Tobacco Control Act, which requires manufacturers to obtain FDA permission before marketing new tobacco products. Under this law, companies must demonstrate that their products would be "appropriate for the protection of public health"—a standard that weighs potential benefits for current smokers against risks of non-smokers initiating tobacco use.
The FDA denied the applications after determining that the companies failed to provide sufficient evidence that their flavored products would benefit adult smokers enough to outweigh the risk of attracting young users. The agency specifically required manufacturers to show, through randomized trials, that flavored products are more effective than tobacco-flavored alternatives at helping smokers quit or reduce cigarette consumption.
Justice Sonia Sotomayor wrote a concurring opinion emphasizing that given "the well-documented and serious risks flavored e-cigarette products pose to youth, it should have come as no surprise that applicants would need to submit rigorous scientific evidence showing that the benefits of their products would outweigh those risks."
Ongoing Legal Proceedings
While largely upholding the FDA's position, the Supreme Court did remand one aspect of the case back to the 5th Circuit for further consideration. The appeals court will need to determine whether the FDA's decision not to consider marketing plans—which it had initially described as "critical"—constituted a legal error requiring further agency review.
Eric Heyer, representing the vaping industry, expressed disappointment with the decision but affirmed that the companies "continue to believe in the great harm reduction potential of their products for cigarette smokers." He indicated that the fight would continue at the 5th Circuit.
Political and Regulatory Outlook
The ruling comes at a politically significant moment, with the incoming Trump administration potentially taking a different approach to vaping regulation. During his campaign, President-elect Trump vowed to "save vaping," suggesting a possible shift in regulatory stance.
The vaping companies retain the option to reapply for FDA approval, potentially under more favorable administrative conditions. However, industry representatives have expressed concerns about the lengthy application process, with Heyer noting during oral arguments that "they can't afford to wait that out. This was their one shot."
The multi-billion-dollar vaping industry has consistently maintained that its products help adult smokers transition away from more harmful combustible cigarettes, and that flavored options are attractive to adult users as well. However, the FDA and public health advocates have remained concerned about the particular appeal of dessert and fruit-flavored products to younger users.
Broader Administrative Law Implications
Beyond its impact on the vaping industry, the ruling carries significant implications for administrative law. Justice Alito emphasized that courts reviewing agency actions can only set them aside if they are "arbitrary and capricious" and must "exercise appropriate deference" rather than substituting their own judgment.
The decision clarifies that federal agencies may change positions as long as they "provide a reasoned explanation for the change, display awareness that they are changing position, and consider serious reliance interests."
For now, the FDA's authority to deny marketing applications for flavored vaping products remains intact, potentially affecting millions of products across the rapidly evolving e-cigarette market.
