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US: FDA tackles “kid friendly” juices

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As part of a campaign to combat teen vaping, the US Food and Drug Administration has issued warnings to brands with “kid friendly” designs.

Thirteen manufacturers, distributors and retailers have been sent warning letters by the agency, having been found to be producing or selling e-liquids in labelling or advertising which resemble child-friendly products, such as juice boxes, candies and cookies.

The public health agency has given examples in its latest statement to the media, which includes the One Mad Hit Juice Box, which the FDA says resembles children’s apple juice boxes like Tree Top; Vape Heads Sour Smurf Sauce, which resembles War Heads candy; and V’Nilla Cookies & Milk, which resembles Nilla Wafer and Golden Oreo cookies.

FDA commissioner Dr Scott Gottlieb said the agency looked at products side-by-side with the products they apparently resembled.

“Looking at these side-to-side comparisons is alarming. It is easy to see how a child could confuse these e-liquid products for something they believe they’ve consumed before – like a juice box. These are preventable accidents that have the potential to result in serious harm or even death. Companies selling these products have a responsibility to ensure they aren’t putting children in harm’s way or enticing youth use, and we’ll continue to take action against those who sell tobacco products to youth and market products in this egregious fashion.” 

This step is the latest from the agency’s new plan to tackle youth vaping across the US, something some are calling an epidemic.

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