Published: Wed, May 02, 2018
Business | By Pearl Harrison

FDA: E-Cigarette Liquid Looks Kid-Friendly, but Can Kill Kids

FDA: E-Cigarette Liquid Looks Kid-Friendly, but Can Kill Kids

Federal regulators sent 13 warning letters to companies making and selling e-cigarette liquids, telling them to make changes to certain products' packaging that resemble kid-friendly items such as juice boxes, whipped cream and cookies. The products, which were being sold through multiple online retailers, have names like "One Mad Hit Juice Box", sold by NEwhere Inc., and "Vape Heads Sour Smurf Sauce", sold by Lifted Liquids, which look like Warheads candy.

Federal regulators warned 13 companies that the way they market liquids used in cigarettes could entice unsafe ingestion by small children.

A recent analysis showed there were a total of 8,269 e-cigarette and liquid nicotine exposures among children younger than 6 between January 2012 and April 2017, according to the FDA.

According to the FDA, e-liquids are unsafe for children and can cause severe reactions including seizures, coma or even death in young children.

Several of the companies that received the latest warning letters were also found to be selling the products to minors illegally, the FDA said.

FDA Commissioner Scott Gottlieb, M.D. said side-by-side comparisons between e-liquids and actual sweet treats are "alarming".


E-cigarettes are handheld electronic devices that vaporize a fluid typically including nicotine and a flavor component.

Federal regulators are warning companies that advertise liquid nicotine products as kid-friendly food or candy.

Some of the products resembled juice boxes, candy and cookies. "These are preventable accidents that have the potential to result in serious harm or even death".

The agency and the FTC have asked for responses from each of the companies within 15 working days.

They identified products with misleading packaging targeting underage users. If they fail to do so, they could face seizure of their products or an injunction order, the FDA said. "Nicotine is highly toxic, and these letters make clear that marketing methods that put kids at risk of nicotine poisoning are unacceptable".

Juul e-cigarettes resemble a USB flash drive but contain high levels of nicotine.

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