Altria, Juul and British American Tobacco — the largest U.S. cigarette and e-cigarette manufacturers — are supporting raising the smoking age to 21. Regulators are pressuring them to fix what they're calling an epidemic of teen vaping.
"This is a public relations maneuver in order to deflect attention from pressure the [Food and Drug Administration] has put on them," said Rob Crane president of the Preventing Tobacco Addiction Foundation.
"Do we worry the marketplace could be restricted for smokers who benefit from the products because of the youth issue? That's part of it, but frankly it's the right thing to do," Juul CEO Kevin Burns said in an interview.Most smokers start before they turn 18, making youth prevention a top priority for health groups. Crane has been advocating to raise the tobacco buying age since 1996.
British American Tobacco also reversed its opposition in October. The company thought it was a "reasonable approach" to preventing teens from accessing tobacco products, said Michael Shannon, Vice President Communications and Policy at Reynolds American, a unit of BAT.Juul has spent more than $2 million running ads supporting T21. Altria said it's early in the campaign, but it estimates it's spent "in the seven figures.
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