The makers and distributors of some popular vape juice flavours, including One Mad Hit Juice Box, V'Nilla Cookies & Milk and Unicorn Cakes, have withdrawn products from sale, following warnings from the FDA and the Federal Trade Commission (FTC).
Last week, the FDA that 17 companies had agreed to take products off the market, because they were packaged or advertised as "child-friendly" food products like juice boxes and candies. "When companies market these products using imagery that misleads a child into thinking they're things they've consumed before, like a juice box or candy, that can create an imminent risk of harm," said Dr. Scott Gottlieb, the agency's commissioner.
Vaping.com did not stock any of the affected products and our range of will remain unchanged. It is expected that some of the e-liquids would still be sold under revised labelling and advertising.
Flavoured e-liquids have come under scrutiny in recent months. Interest groups like the Campaign for Tobacco Free Kids have called for all flavoured tobacco products - including e-liquids, flavoured cigars and menthol cigarettes - to be banned.
Although it seems like some vaping products are marketed at children, studies show that ex-smoking adult vapers prefer these flavours.
One recent study found that, whether they were former smokers or dual users, an overwhelming majority of vapers prefer fruit, dessert and candy flavours to regular tobacco flavours.
Flavoured e-liquids play in important role in helping cigarette smokers switch to vaping. And this hasn't been ignored by the FDA, which plays an important role in the regulation of tobacco products.
Dr. Gottlieb said that we must "consider how best to address flavours in non-combustible products like e-cigarettes" given both their clear appeal to youth but also the potential role certain flavours may play in helping some adult smokers transition to potentially less harmful tobacco products.
Research from the Centres for Disease Control and Prevention show that cigarette use has more than halved among middle schoolers and high schoolers between 2011 and 2017. In addition, a landmark study from Public Health England concluded that "there is no evidence so far that e-cigarettes are acting as a route into smoking for children or non-smokers".
Even so, flavoured e-liquids have come under fire from legislators. Earlier this year, the city of San Francisco voted in a public ballot to uphold a ban on flavoured vape juice and other tobacco products.
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