The Food and Drug Administration warned four manufacturers and retailers about selling liquids used in e-cigarettes with labeling or advertising that make them resemble kid-friendly foods and even reference the popular children’s show “My Little Pony.”
The agency’s enforcement action on Thursday is the latest in a broad crackdown on e-cigarette sales and advertising to minors. Last week, the agency and the Federal Trade Commission went after 13 makers and sellers of 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,” FDA Commissioner Scott Gottlieb said.
The warnings to the companies stem from a series of investigations that started late last year. The agency charges that the companies have misbranded the e-cigarette liquids because their labeling and advertising imitates kid-friendly foods.
An e-cigarette is different from a traditional combustible cigarette in that it vaporizes a liquid. That liquid can come in all sorts of flavors and may or may not contain nicotine.
The products outlined in the new warning letters target liquids called “Frank ‘N Vape,” which resembles Franken Berry cereal; “Chill Purple Grape” that resembles grape soda; and “Unicorn Cakes” that has labeling that includes “images and cartoons of pancakes, a strawberry beverage and unicorns eating pancakes,” the FDA said.
“Unicorn Cakes” has imagery similar to the “My Little Pony” television and toy franchise, the agency said.
The FDA told the companies to stop selling the products and to respond to the agency in 15 days. If a company does not comply, the FDA could seize their products or fine them.
The FDA has been concerned that some of the flavors can entice kids to take up e-cigarettes. A 2015 Centers for Disease Control and Prevention study found that e-cigarette use among middle and high school students tripled from 2013 to 2014, with about 2 million students vaping in 2014.
