---
title: "The FDA Just Threatened to Crack Down on E-Cig Companies Like JUUL"
description: "If e-cigarette manufacturers can't prove they're fighting marketing and sales to teens, the FDA has threatened to ban vape flavors like mango and cucumber."
date: "2018-09-12"
modified: "2018-09-12"
authors:
  - name: "Jon Christian"
    job_title: "Executive Editor"
    link: "https://futurism.com/authors/jonc"
url: "https://futurism.com/neoscope/fda-vape-flavors"
categories:
  - "Health & Medicine"
tags:
  - "e-cigarettes"
  - "fda"
  - "food and drug administration"
  - "juul"
  - "nicotine"
  - "the digest"
  - "vaping"
---

# The FDA Just Threatened to Crack Down on E-Cig Companies Like JUUL

![If e-cigarette manufacturers can't prove they're fighting marketing and sales to teens, the FDA has threatened to ban vape flavors like mango and cucumber.](<https://futurism.com/wp-content/uploads/2018/09/fda-vape-flavors.jpg>)
*\<em\>Image: JUUL/Victor Tangermann\</em\>*

*Editor's note (9/12/18 at 3 PM ET): This piece has been updated to include a statement from JUUL.*

## NICO-TEEN RUSH

Do you vape, bro? Well, unless e-cigarette makers can prove they're fighting against the marketing and sale of their products to underage users, the devices might be a lot less ubiquitous.

On Wednesday, the U.S. Food and Drug Administration (FDA) [issued more than 1,000 warning letters](<https://www.fda.gov/NewsEvents/Newsroom/PressAnnouncements/ucm620184.htm>) to retailers and manufacturers of e-cigarettes. It is, according to [an FDA press release](<https://www.fda.gov/TobaccoProducts/NewsEvents/ucm605278.htm>), "the largest coordinated enforcement effort in the FDA’s history."

In the letters, the FDA gives manufacturers, including JUUL, just 60 days to demonstrate that they can keep the nicotine-infused products out of the hands of minors. If the companies don't succeed, the administration could ban candy-like flavors like mango and crème brûlée, which the FDA sees as particularly appealing to teens.

"JUUL Labs will work proactively with FDA in response to its request," said a JUUL spokesperson. "We are committed to preventing underage use of our product, and we want to be part of the solution in keeping e-cigarettes out of the hands of young people."

## POLICY PARADOX

The vaping gadgets' popularity among teens has put government regulators in a bind: the devices may help adult smokers become less addicted to cigarettes, but they're clearly [also attracting](<https://www.theguardian.com/society/2017/dec/13/e-cigarettes-vaping-more-teens-cigarettes-study>) new nicotine users among teens.

“Inevitably what we are going to have to contemplate are actions that may narrow the off-ramp for adults who see e-cigarettes as a viable alternative to combustible tobacco in order to close the on ramp for kids,” FDA commissioner Scott Gottlieb [told the *New York* *Times*](<https://www.nytimes.com/2018/09/12/health/juul-fda-vaping-ecigarettes.html>). “It’s an unfortunate trade-off.”

## VAPE ESCAPE

School administrators and policymakers have said that they were [blindsided by the popularity](<https://www.nytimes.com/2018/04/02/health/vaping-ecigarettes-addiction-teen.html>) of vaping among teens.

Earlier this year, the FDA [collected reams of documents](<https://www.nytimes.com/2018/04/24/health/fda-e-cigarettes-minors-juul.html>) from JUUL to determine whether the company was deliberately marketing its sweet flavors to young people. It's still reviewing those materials, according to the *Times.*

If JUUL and other e-cigarette makers can't prove they have a plan to limit teen use, the future could be free of candy-like vape clouds.

**READ MORE:** [F.D.A. Cracks Down on Juul and E-Cigarette Retailers](<https://www.nytimes.com/2018/04/24/health/fda-e-cigarettes-minors-juul.html>) \[*The* *New York Times*\]

***More on vaping: Here's How Vaping Really Compares to Smoking Cigarettes***

## Author
I'm responsible for editing, assigning, and scouting at Futurism, as well as occasionally writing for the site. That work involves keeping an eye on a wide range of narratives and issues, but over the past few years I've become increasingly interested in how AI is shaping the future of media, the web, and information itself. My day-to-day often involves collaborating on reporting and commentary projects bylined by my colleagues, but I try to find time to do my own reporting as well; stories I've broken for Futurism have been cited by publications including the New York Times, the Washington Post, the New Yorker, Wired, Ars Technica, New York Magazine, the Columbia Journalism Review, Bloomberg, and more. I grew up in Southern Vermont and attended Vanderbilt University. Prior to Futurism, I contributed to outlets including the Boston Globe, Vice, Wired, Slate, the Atlantic, the Outline, Ars Technica and more, and did stints in farming and food service. I currently live in Brooklyn, New York, and in my free time I enjoy pinball, word games, cycling, running, and music production.

### Author social links  
[Bluesky](<https://bsky.app/profile/jonchristian.net>)