FDA warns more companies over kid-friendly packaging for e-cigarette liquids

The US Food and Drug Administration (FDA) has warned more manufacturers and retailers for misleading kids with e-liquids, which appear similar to the children’s cereal, soda and pancakes.

FDA has issued four new warning letters for marketing e-liquids used in e-cigarettes with labeling and advertising, which cause them to resemble kid-friendly food products such as cereal, soda and pancakes.

The latest warning follows actions directed last week by the FDA and the Federal Trade Commission (FTC) against13 other makers and sellers of nicotine-containing e-liquids that appear similar to the children’s juice boxes, candies and cookies.

The regulator has taken action against misleading products, including Frank ‘N Vape that resembles Franken Berry cereal, Chill Purple Grape that resembles grape soda can and Unicorn Cakes that features images and cartoons of pancakes, strawberry beverage and unicorns eating pancakes, similar to graphics and images from the My Little Pony television and toy franchise.

FDA Commissioner Dr Scott Gottlieb said: “Companies putting children at risk or enticing youth use are on notice. If you target kids, then we’re going to target you.

“These tactics also hurt the e-cigarette industry and those seeking to quit smoking. Efforts to encourage the innovation of novel and potentially less harmful products such as e-cigarettes for currently addicted adult smokers will be severely undermined if bad actors put youth at risk in this fashion.”

Last week, the FDA and FTA both taken action against misleading products, including One Mad Hit Juice Box that resembles children’s apple juice boxes such as Tree Top-brand juice boxes, Vape Heads Sour Smurf Sauce that resembles War Heads candy and V’Nilla Cookies & Milk that resembles Nilla Wafer and Golden Oreo cookies.

The products also include Whip’d Strawberry that resembles Reddi-wip dairy whipped topping and Twirly Pop that resembles Unicorn Pop lollipop.

At the end of 2017, the FDA began its investigation of tobacco product labeling and advertising, which causes the tobacco products to copy food products, specifically those attracting children.