Reynolds is also tightening online sales as the FDA weighs e-cigarette regulations.
Reynolds American tobacco is tightening restrictions to buy its Vuse e-cigarettes online and running a national ad campaign to try to position itself as a leader in combating underage use amid a federal crackdown on teen vaping.
"As a company, since we began marketing Vuse in the very beginning, we have been committed to preventing youth use of our vapor products," said Christy Canary-Garner, Vuse vice president of consumer marketing. Health officials, including FDA Commissioner Scott Gottlieb, blame flavors for attracting kids to e-cigarettes. In the fall, Juulsuspended retail sales of most of its flavors. In January, it started running TV ads aimed at attracting adult smokers to switch from cigarettes.
"We're unique in this position in that we have 100 years in understanding the adult tobacco consumer, and flavors do play a role in that," she said."Consumers are seeking choice, not only in their device format but in their flavor and performance and in the satisfaction of that."Canary-Garner said Reynolds requires models in its advertising to be at least 25 years and old and be styled to look older.
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