Friday, August 24, 2018

Purveyors of Juice-Box Style, Nicotine

Juice-Box Style

Purveyors of Juice-Box Style, Nicotine-Filled E-Liquids Quit Selling the Products

WASHINGTON — Makers of e-cigarette and vaping liquids like One Mad Hit Juice Box, V’Nilla Cookies & Milk, Unicorn Cakes, and other products with packaging that would appeal to children have stopped selling them, consistent with the Food and Drug Administration.

The agency said on Thursday that the 17 makers, distributors and sellers of nicotine-containing e-liquids for e-cigarettes had agreed to require the products of the market, after the agency issued a warning in May.

“When companies market these products using imagery that misleads a toddler into thinking they’re things they’ve consumed before, sort of a juice box or candy, which will create an imminent risk of harm,” said Dr. Scott Gottlieb, the agency’s commissioner.

The letters, 13 of which were sent in partnership with the Federal Trade Commission, which regulates advertising, were sent to companies involved within the sale of a variety of vaping and e-cigarette products that the F.D.A. said appealed to children. Among those cited were:

• One Mad Hit Juice Box, which resembled apple juice;
• V’Nilla cookies & milk, packaged like cookies;
• Unicorn Cakes, including images and cartoons of a strawberry drink and unicorn eating pancakes, evoking the “My Little Pony” television and toy franchise.

The F.D.A. said it expected a number of the liquids would still, be sold under revised labeling and advertising.

According to the F.D.A., quite two million middle and high school students were users of e-cigarettes and related products in 2016, with flavorings given together of the highest reasons to be used.

Besides the threat of drug addiction, the agency is additionally concerned with a few rises in e-liquid poisonings of youngsters younger than six. E-liquid poisoning and other liquid nicotine exposure in young children can cause seizures, comas, and even death from cardiac or respiratory arrest.

Eric Lindblom, a former F.D.A. tobacco official who is now at Georgetown school of law, called Thursday’s announcement an honest initiative.

“But,” he said, “tobacco companies know all kinds of sophisticated, under-the-radar ways to draw in kids to their products. What this is often doing is addressing the visible tip of the iceberg.”

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