The US Food and Drug Administration (FDA) blocked the sale of more 55,000 flavoured e-cigarette products on 26 August, its first ban of e-cigarette products since it began requiring makers to apply for premarket review last September, reports CNN.

The FDA issued marketing denial orders for the electronic nicotine delivery system (ENDS) products, saying they pose a public health threat to youth in the US. Of the more than 55,000 products impacted by the decision, those not yet on sale may not be introduced into the market, and those already on the market must be removed or risk enforcement, the report said.
Advocates complained the measure does not apply well-known products such as Juul, but the agency said more decisions will follow.
"Ensuring new tobacco products undergo an evaluation by the FDA is a critical part of our aim to reduce tobacco-related disease and death," said Acting FDA Commissioner Dr. Janet Woodcock. "We know that flavored tobacco products are very appealing to young people, therefore assessing the impact of potential or actual youth use is a critical factor in our decision-making about which products may be marketed."
Matthew Myers, president of the Campaign for Tobacco-Free Kids, said the decision is a step in the right direction, but does not go far enough. "The FDA's action covers just a fraction of the more than 6.5 million tobacco products for which the FDA has received marketing applications, and it does not include any e-cigarette brands with a significant market share or that are most popular with kids, such as Juul, the number one youth brand," Myers told CNN in a statement.
According to the report, the FDA said it's making its way through those applications, submitted by 500 companies by the September 2020 deadline for deemed new tobacco products to apply for pre-market review.
The agency is tasked with determining whether these products "have a benefit to adult smokers sufficient to overcome the public health threat posed by the well-documented, alarming levels of youth use of such products."