Vuse Pro’s Advanced Age Verification: A Milestone for BAT

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    British American Tobacco (BAT), through its subsidiary R.J. Reynolds, has taken a significant step in its mission to create a smoke-free world. On June 27, 2024, BAT announced the submission of the final Premarket Tobacco Product Application (PMTA) to the Food and Drug Administration (FDA) for its Vuse Pro e-cigarette device. This innovative product incorporates advanced age verification technology to ensure compliance with legal age requirements and prevent underage access.

    Overview of the Vuse Pro Device

    The Vuse Pro is an electronic nicotine delivery system (ENDS) designed with cutting-edge technology to verify the consumer’s age before use. This device is part of BAT’s strategy to provide smoke-free products for adult smokers while preventing minors from accessing tobacco products.

    Key Features:

    • Age Verification: Connects through a mobile app to a third-party provider to confirm the user is at least 21 years old.
    • Device Unlocking: The device only unlocks after age verification.
    • Compatibility: Only compatible with Vuse Pro cartridges.
    • Safety Features: Includes auto-lock and proximity lock functions via the mobile app.

    Significance of the PMTA Submission

    The PMTA submission to the FDA represents a crucial milestone for BAT. The application included nearly 80,000 pages of scientific evidence based on 97 studies, showcasing the device’s safety and effectiveness.

    Key Points:

    • Comprehensive Data: The submission included extensive scientific research to support the device’s approval.
    • Youth Protection: Emphasizes the company’s commitment to preventing underage access.
    • Adult Smoker Alternatives: Provides adult tobacco consumers with innovative, smoke-free options.

    Technological Innovation

    The Vuse Pro device leverages advanced technology to enhance user safety and compliance.

    Technological Highlights:

    • Mobile App Integration: Facilitates age verification and device security.
    • Auto-Lock and Proximity Lock: Ensure the device is used only by verified adults.
    • Third-Party Verification: Adds an additional layer of security for age confirmation.

    Comparison with NJOY ACE 2.0

    BAT’s Vuse Pro is not the only device aiming to prevent underage use. NJOY, a subsidiary of Altria, submitted a supplemental PMTA for its NJOY ACE 2.0 device on May 20, 2024. The NJOY ACE 2.0 also uses Bluetooth connectivity for user authentication, mirroring BAT’s focus on advanced technological solutions.

    NJOY ACE 2.0 Features:

    • Bluetooth Authentication: Ensures the device is used only by verified adults.
    • Flavor Options: Offers various flavors to cater to adult smokers.


    What is the Vuse Pro device?

    The Vuse Pro is an electronic nicotine delivery system that uses advanced age verification technology to ensure it is only used by adults.

    How does the Vuse Pro verify age?

    The device connects through a mobile app to a third-party provider for age verification before unlocking.

    What are the safety features of the Vuse Pro?

    The Vuse Pro includes auto-lock and proximity lock functions to enhance user safety.

    Why did BAT submit a PMTA for the Vuse Pro?

    The PMTA submission is part of BAT’s commitment to providing smoke-free products for adults while preventing youth access to tobacco products.

    How does the Vuse Pro compare to the NJOY ACE 2.0?

    Both devices use advanced technology for age verification, with the NJOY ACE 2.0 also employing Bluetooth connectivity for user authentication.

    What is the significance of the PMTA submission to the FDA?

    The PMTA submission demonstrates the device’s compliance with FDA regulations, supported by extensive scientific research and data.