A new report recommends the Food and Drug Administration begin regulating e-cigarettes and prohibit the sale to anyone under 18, ensure advertising is appropriate and ban e-cigarette advertising on radio and television.
Meanwhile the FDA is proposing a new rule that would allow it to regulate e-cigarettes and is seeking public comment on the rulemaking proposal. It would also require e-cigarette makers to have warning labels on the smoking devices.
Consumer advocacy groups are in favor of the report recommendations, especially the marketing limitations. They're also concerned about claims that a "free trial" marketing approach is actually resulting in buyers' credit cards being charged a hefty fee.
The news comes as consumer interest is growing with e-cigarettes as many smokers see it as a viable option to getting around no-smoking zones. But municipalities and companies are already starting to ban the product in public spaces.
According to the Centers for Disease Control and Prevention the number of middle and high school students using e-cigarettes more than doubled from 2011 to 2012, which represents 1.8 million students across the country, according to CDC Senior Adviser Brian King.
"The magnitude in terms of the amount of use, and the marked increase in such a short time period, is concerning," King said.
Many health and drug recovery groups view e-cigarettes as a "gateway" drug that will lead to worse drug use. Currently 33 states have laws banning sale to minors.
Most recently some e-cigarette makers began marketing 'flavored' products, which critics say is dangerous, as it would appeal to young users.
