"It's that simple", Gottlieb said in a statement.
"There is just a lot we don't know". The FDA took the largest enforcement action against more than 1,300 retailers and five manufacturers of selling e-cigarettes on Wednesday.
If the ban were to happen, Altria Group is mostly likely to benefit, Wells Fargo analyst Bonnie Herzog wrote in the note today.
The company has stressed that the device was created for adults who want to transition from regular cigarettes. UPI contacted two other manufacturers by phone or email but did not receive replies: Altria's MarkTen XL and Imperial Brands' Blu.
Of the 3.6 million middle- and high-school students who said in 2017 they are current tobacco-product users, 2.1 million used e-cigarettes, according to the Centers for Disease Control and Prevention. "This could mean requiring these brands to remove some or all of their flavored products that may be contributing to the rise in youth use from the market until they receive premarket authorization and otherwise meet all of their obligations under the law".
The company, which sells pods with flavours such as mango, mint and creme, also defended such products, which it said help adult customers trying to quit traditional smoking.
The FDA will also look closely at "straw purchases", in which adults visit web-based stores and buy in bulk to resell to minors.
"Today we can see that this epidemic of addiction was emerging when we first announced our plan last summer", said Gottlieb.
But it's going to have to come, I think, going forward with some additional limitations on the availability and the types of products being marketed in order to stem what we're seeing as an epidemic of use among kids.
The FDA is also targeting retailers who have sold e-cigarettes to minors. "As health professionals, we strongly believe that access to nicotine products, and that advertising of nicotine products that appeals to teens, should be restricted to minimize youth exposure".
"While we remain committed to advancing policies that promote the potential of e-cigarettes to help adult smokers move away from combustible cigarettes, that work can't come at the expense of kids", said Gottlieb.
"I'll be clear. The FDA won't tolerate a whole generation of young people becoming addicted to nicotine as a tradeoff for enabling adults to have unfettered access to these same products", Gottlieb said.
FDA had taken a slow approach to allow manufacturers to figure out how to submit products for consideration. Ingredients also include glycerol, propylene glycol, natural oils, extracts and flavor and benzoic acid.
Traders said proposed FDA action was less harsh than feared.
Tobacco investors have grown increasingly concerned that the widespread popularity of e-cigarettes is having a negative impact on the old-school industry, a headwind expected to grow as its products from companies like Juul continue gaining traction with consumers.
E-cigarettes are vapor-emitting devices that have grown into a multi-billion dollar industry in the US despite little research on their long-term effects, including whether they are helpful in helping smokers quit.
Still, Myers said, there's "no way to put that genie back in the bottle" with youth use. We will provide the Agency with a comprehensive plan in 60 days as it requested in its letter to us. "And we're seriously considering a policy change that would lead to the immediate removal of these flavored products from the market".
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