U.S. warns liquid nicotine packets resemble candy

U.S. regulators on Tuesday issued warningsto 13 companies selling e-cigarette liquids for usingchild-friendly images in their packaging, in the latestcrackdown aimed at preventing tobacco sales to minors.

The packaging resembles that of juice boxes, candy orcookies, the U.S. Food and Drug Administration and the FederalTrade Commission said, noting a recent increase in the number ofreports to poison control centres.

"No tobacco products should be marketed in a way thatendangers kids especially by using imagery that misleads theminto thinking the products are things they'd eat or drink," FDACommissioner Scott Gottlieb said in a statement.

The FDA has made several sweeping moves in the past fewmonths, including setting a maximum nicotine level for tobaccoproducts as the regulator attempts to combat tobacco andnicotine addiction.

E-cigarettes are handheld electronic devices that vaporizean "e-liquid" fluid typically including nicotine and a flavourcomponent. They have been grabbing market share away fromtraditional tobacco companies, and are available in differentflavours.

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"It takes a very small amount of these e-liquids, in somecases less than half a teaspoon to [have]a fatal effect fora kid and even less than that to make them very, very sick," anagency executive said on a call with reporters.

The FDA cited examples including "One Mad Hit Juice Box,"which resembles children's apple juice boxes and "Twirly Pop,"which not only resembles a Unicorn Pop lollipop, but comes withone.

Six of the letters issued were for dual violations where theproducts were illegally sold to minors online as well aspackaged inappropriately.

"We don't have to wait until there's been an actual injuryof a child we can take action if it's likely to causesubstantial injury," Acting Federal Trade Commission ChairmanMaureen Ohlhausen said.

Product repackaged

The latest warnings come a week after the FDA sent 40warning letters to companies on the sale of tobacco products tominors, particularly those made by Juul Labs Inc.

Twelve of the vendors issued warning letters on Tuesday didnot immediately respond to Reuters' request for comment.

Nick Warrender of Lifted Liquids and E-Liquid Retail, whichmakes Vape Heads Sour Smurf Sauce, said the product had beenpulled from the market and repackaged six months ago.

"We took a lot of money and steps to change the productto something that wouldn't be (as) child-appealing as theoriginal packaging," Warrender said.

"It seems to be a false narrative that they [regulators]arepushing."