The U.S. Food and Drug Administration (FDA) announced that 17 e-liquid manufacturers have already complied to the agency’s warnings regarding false or misleading advertising of its products.

They no longer sell nicotine-containing e-liquids in containers that closely resemble the packaging of products that children often consume.

Warning Over Child-Friendly Packaging

In May, the FDA, in cooperation with the Federal Trade Commission (FTC), sent out warning letters to 17 companies that manufacture, distribute, and sell nicotine-containing e-liquids in packaging that looked very much like the packaging for children’s snacks such as candies, cookies, and juice boxes.

In the warning letter, the agencies described the packaging as misleadingly labeled and advertised, and poses a danger to children, especially since young children who are exposed to nicotine may experience seizure, comatose, and even death.

The warning was a part of the FDA’s continuing efforts to protect the younger members of the public from nicotine and tobacco products. In fact, some of the companies that were cited in relation to the kid-friendly packaging have also been cited for selling its products to minors.

Compliance With The FDA

Because of the misleading packaging, the companies were found to be in violation of the Federal Food, Drug, and Cosmetic Act. Seventeen warning letters were sent out, in 13 of which the FTC joined the FDA in moving against deceptive advertising. In response to the warning letters, the FDA announced that all of the companies that were sent warning letters complied and no longer sell its products in kid-friendly packaging.

“When companies market these products using imagery that misleads a child into thinking they’re things they’ve consumed before, like a juice box or candy, that can create an imminent risk of harm to a child who may confuse the product for something safe and familiar,” said FDA Commissioner Scott Gottlieb, M.D., also emphasizing that while the agency continues to encourage the innovation and creation of potentially less harmful products for adult smokers, the agency is committed to ensuring that such products will not fall into the hands of children.

FTC Chairman Joe Simons also stated that the FTC will continue to watch and take action when children may be placed at risk.

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