The US Food and Drug Administration (FDA) and the Federal Trade Commission (FTC) have issued thirteen warnings to makers of e-liquids whose packaging looks similar to children’s juice boxes, candy and cookies and distributors and retailers selling these products, according to a press release released by the FDA.

Both the FDA and the FTC have asked each company to respond within 15 working days. The companies are instructed to notify each agency of the “specific actions taken to address each agency’s concerns”, according to the press release.
The warning letters also state that if a company fails to comply with the FDA’s and FTC’s requests it could result in further proceedings against it such as confiscation or injunction. Many of the companies which received these warning letters had also been cited for illegally selling the products to underage users, according to the press release.
The FDA said that sending out the warning letters to the manufacturers of these products is part of the FDA’s new Youth Tobacco Prevention Plan, which was set in place to protect youth from tobacco products.
FDA Commissioner, Scott Gottlieb commented on the warning letters and products. “No child should be using any tobacco product, and no tobacco products should be marketed in a way that endangers kids – especially by using imagery that misleads them into thinking the products are things they’d eat or drink,” said Gottlieb. “Companies selling these products have a responsibility to ensure they aren’t putting children in harm’s way or enticing youth use, and we’ll continue to take action against those who sell tobacco products to youth and market products in this egregious fashion.”
In a statement, Maureen K. Ohlhausen, acting FTC chairman, said, “Protecting young children from unwarranted health and safety risks is one of our highest priorities.” Ohlhausen said that nicotine is extremely poisonous and the letters issued demonstrate that marketing approaches “that put kids at risk of nicotine poisoning are unacceptable”.