Tobacco Products

FDA's Youth Tobacco Prevention Plan

FDA's Youth Tobacco Prevention Plan—a key component of the agency's Comprehensive Plan for Tobacco and Nicotine Regulation—is a series of actions to stop youth use of tobacco products, especially e-cigarettes, with special focus on three key areas:

  • Preventing youth access to tobacco products
  • Curbing marketing of tobacco products aimed at youth; and
  • Educating teens about the dangers of using any tobacco product, including e-cigarettes, as well as educating retailers about their key role in protecting youth 


FDA's enforcement actions and youth education efforts designed to protect kids from the harms of e-cigarettes include:


Dr. Scott Gottlieb

Efforts include a historic action against more than 1,300 retailers and 5 major manufacturers for their roles perpetuating youth access.

Warning retailers for selling e-cigarettes to minors

Since March 2018, FDA compliance checks have uncovered 1,300+ violations for illegal sales of e-cigarettes, including JUUL products, to youth.

FDA will continue to take action against retailers for selling tobacco products to minors


E-liquids Packaging

Protecting children from e-liquid dangers

FDA and FTC issued warning letters to companies that misleadingly labeled or advertised e-liquids resembling kid-friendly food products such as juice boxes, candy, and cookies. As a result, the companies removed these products from the market.

Requiring manufacturers to provide critical information

FDA sent requests related to JUUL and four other products, requiring companies to submit information so FDA may better understand the reportedly high rates of youth use and appeal of these products. FDA also worked with eBay to remove  listings for sellers of JUUL who were shipping the product to minors.


teenage boys

Ensuring teens understand the risks of e-cigarettes

FDA expanded it's award-winning youth tobacco prevention campaign, "The Real Cost," to educate at-risk teens about the dangers of using e-cigarettes in adolescence.

Helping retailers comply with age restrictions

FDA launched a retailer education effort, "This is Our Watch," to help retailers better comply with federal tobacco regulations and understand the role they play in protecting youth from the harms of tobacco use.

More than two million youth currently use e-cigarettes and the most common reason they use e-cigarettes is for flavors.

For More Information


Page Last Updated: 09/18/2018
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