Lawmakers are concerned that e-cigarette makers are trying to get the youth to use their products by giving out free samples, producing candy-flavored versions, and through music festivals and youth-oriented program advertising.
In a report released Monday, Sen. Richard J. Durbin (D-Ill.) and 10 other Democratic legislators have called on the Food and Drug Administration to regulate e-cigarettes following the findings of a survey conducted on popular electronic cigarette manufacturers.
Results of the survey show that all of the surveyed companies apparently engage in marketing tactics that appeal to the youth. Of the nine e-cigarette brands involved in the survey, for instance, eight promoted their products via youth-oriented events.
Seven of the surveyed companies also have TV and radio advertisements in programs with youth audiences and six have flavors and names that children and teens will likely find appealing such as Peachy Keen, Cherry Crush, Chocolate Treat and Grape Mint.
Seven of the companies also advertise on social networking sites to promote their products. While some of the companies impose age restrictions for their social media content, three of the companies -- Eonsmoke, VMR and Lead by Sales -- do not impose age restrictions, thereby allowing minors to access their content on social media.
"E-cigarettes are a candy-flavored addiction which is dangerous to our young people across America," Durbin said. "The report we're releasing today makes it clear e-cigarettes have made a concerted effort to market to children."
Durbin said that the FDA should make e-cigarettes a part of its jurisdiction so it can prevent the sale and marketing of these products to minors. The FDA currently oversees the marketing and sale of tobacco products, but it does not yet have a rule that would regulate e-cigarettes despite that they look and are used almost the same ways as traditional cigarettes.
Many of the marketing tactics employed by e-cigarette companies are not allowed for traditional tobacco products. Traditional cigarettes, for instance, are prohibited from being distributed as free samples, advertised on TV and radio and having flavors that appeal to the youth.
The report said that because of lack of federal laws and regulations, electronic cigarette makers apparently employ tactics that were previously used by traditional tobacco companies to get minors to use their products.
