E-cigarette liquids looking too kid friendly, FDA says

E-cigarette liquids looking too kid friendly, FDA says

E-cigarette liquids looking too kid friendly, FDA says

Two federal agencies have issues warnings to 13 manufacturers of high nicotine e-cigarette goods to stop making their product packaging look like children's juice boxes, sweets and cookies.

It was unclear if any children have been harmed by the products mentioned, which include names like "One Mad Hit Juice Box", "Candy King Sour Worms", "Whip'd Strawberry" and "V'Nilla cookies and Milk".

USA regulators issued warnings to 13 companies selling e-cigarette liquids for using child-friendly images in their packaging, in the latest crackdown aimed at preventing tobacco sales to minors.

From January 2012 to April 2017, over 8,200 incidents of children under 6-years-old ingesting e-cigarette or liquid nicotine products occurred, according to the National Poison Data System. It is easy to see how a child could confuse these e-liquid products for something they believe they have consumed before - like a juice box.

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

The Food and Drug Administration and the Federal Trade Commission said the packaging of the products - some of which feature cartoonlike images - could mislead children into thinking the liquids, which can be highly toxic if swallowed, are actually things they commonly eat and drink.

The warning letters were sent to more than a dozen companies.

The agency and the FTC have asked for responses from each of the companies within 15 working days. "These are preventable accidents that have the potential to result in serious harm or even death".

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Some of the slammed companies were also cited for illegally selling to minors.

"Protecting young children from unwarranted health and safety risks is one of our highest priorities", said Acting FTC Chairman Maureen Ohlhausen.

Nick Warrender, the owner of Lifted Liquids, said he removed the "Vape Heads" product from his inventory and redesigned the packaging about six months ago, he said, to address officials' concerns over marketing such products.

The move comes a week after FDA announced actions aimed at stopping sales of the best-selling e-cigarette brand JUUL to underage users.

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FDA commissioner Scott Gottlieb said the letters were one part of the FDA's new Youth Tobacco Prevention Plan.

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