New Kid-Friendly E-Cig Marketing A Huge Poisoning Risk

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It claims some of the e-liquids used in e-cigarettes contains labeling or advertising that looks like kid-friendly food products, and some of them with cartoon-like imagery.

The US Food and Drug Administration is clamping down on manufacturers, distributors, and retailers who are selling vaping products in packages that look like candy or snacks. "It is easy to see how a child could confuse these e-liquid products for something they believe they've consumed before - like a juice box", Gottlieb added.

"These are preventable accidents that have the potential to result in serious harm or even death", said FDA Commissioner Scott Gottlieb, in a statement. Kids who are exposed to such products are at high risk of having seizures, falling into comas, respiratory failure or death from cardiac arrest.

Several retailers receiving the warning letters were also cited for illegally selling e-cigarettes to minors.

The companies have 15 days to respond to the FDA on how they will change the labels and packaging of the products. If they don't comply, additional action may follow, such as a seizure or an injunction.

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You can help prevent accidental exposure to e-liquids by always putting your e-cigarettes and/or e-liquids up and away-and out of kids' and pets' reach and sight-every time you use them. With teenagers viewing smoking e-cigarettes as trendy and the number of young kids accidentally consuming liquid nicotine "skyrocketing", the FDA is hoping that these measures will make it harder for kids to get their hands on both e-cigarettes and e-liquid.

This use by children and teens is especially concerning to the FDA because of evidence that youth exposure to nicotine affects the developing brain and may rewire it to be more susceptible to nicotine addiction in the future. Additionally, the agency asked manufacturer Juul Labs to turn over information about how it markets and designs its products, which resemble computer flash drives and work with nicotine flavors like mango, and "cool cucumber".

The tough crackdown is part of a larger effort by the FDA to "protect youth from the dangers of nicotine and tobacco products", according to its press announcement. In particular, the agency is considering product standards and other regulations for ENDS that would address known risks.

The agency said it had uncovered dozens of violations of the law and issued 40 warning letters related to Juul e-cigarettes.

Even though it is illegal to sell e-cigarettes to people younger than 18, national survey data suggest that more than 2 million middle school and high school students were current users of e-cigarettes and other electronic nicotine devices in 2016.

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