FDA warns more companies to stop misleading kids with e-liquids that resemble kid-friendly foods

FDA has issued four new warning letters to manufacturers and retailers for selling e-liquids used in e-cigarettes with labeling and/or advertising that resembles child-friendly food products. One of the companies that received a warning letter was also cited for illegally selling the product to a minor.

FDA has issued four new warning letters to manufacturers and retailers for selling e-liquids used in e-cigarettes with labeling and/or advertising that resembles child-friendly food products. One of the companies that received a warning letter was also cited for illegally selling the product to a minor. The warning letters come on the heels of actions taken recently by FDA and the Federal Trade Commission against more than a dozen other makers and sellers of nicotine-containing e-liquids that look like juice boxes, candy, or cookies. "Companies putting children at risk or enticing youth use are on notice. If you target kids, then we're going to target you," said FDA Commissioner Scott Gottlieb, MD. He added, "The actions we've taken over the last several weeks under our new Youth Tobacco Prevention Plan are just the opening salvo in what's going to be a sustained campaign to address all aspects of youth access and appeal of tobacco products, and in particular, e-cigarettes." The products described in the new warning letters have labeling or advertising that resembles cereal, soda, and pancakes. The products are considered misbranded in violation of the Federal Food, Drug, and Cosmetic Act because their labeling and/or advertising imitating child-friendly foods is misleading, FDA has requested responses from each of the companies within 15 working days on how they plan to address the agency's concerns; failure to correct the violations could result in further action, such as seizure or injunction.