More than 2 million middle and high school students were users of e-cigarettes in 2017, according to the agency. Nearly 12% of high school students and 3% of middle school students reported using e-cigarettes in the prior 30 days.
The FDA is giving the five top-selling e-cigarette brands - Juul, Vuse, MarkTen XL, Blu and Logic - 60 days to provide plans for how they will mitigate sales to minors.
"Juuling", along with "vaping", has become a common term for e-cigarette use by teenagers on social media and at USA high schools.
The FDA also plans to revisit its policy that extended the dates for manufacturers of certain flavored e-cigarettes to apply for premarket authorization. They noted the survey did not ask specifically about Juul, a sleek, heavily-marketed e-cigarette brand that exploded onto the market and accounts for 70 percent of US sales, according to analyst estimates. But the agency also thinks ENDS makers should consider "revising your current marketing practices to help prevent use by minors" and "removing flavored products from the market until those products can be reviewed by FDA as part of a [pre-market approval application]".
What's more, e-cigarette liquids like Juul pods contain high concentrations of nicotine.More news: 3 million could lose power when Hurricane Florence hits
In a release, the FDA said it's taking "historic action" against companies that it believes promotes use and addiction of their products to young vapers. Flavored e-cigarettes are said to be a tool that helps adults quit smoking traditional cigarettes, the main example of a plus the product can claim. Shares of cigarette and e-cigarette maker Altria Group also rose more than 6 percent, while Philip Morris International shares were up 4 percent. Companies whose products are pulled from shelves will have to prove a net positive public health benefit before sales can resume.
Shares of British American Tobacco were up almost 6 percent and shares of cigarette-maker Imperial Brands PLC were up more than 3 percent.
"JUUL Labs will work proactively with FDA in response to its request", said Kevin Burns, JUUL's CEO.
Logic Technology Development, owned by Japan Tobacco Inc, said it will demonstrate to the FDA "that Logic markets its products only to adults".
The FDA's suggestions include rigorous age verification procedures for online direct sales (which Juul, the market leader, says it already has) and "discontinuing sales to retail establishments that have been subject to an FDA civil monetary penalty for sale of tobacco products to minors within the prior 12 months".More news: Hungary's Orban vows to defy European Parliament over rights
She said Altria could be well positioned because it has a long history of dealing with youth access to its products and has "limited/mature flavor profiles relative to Juul". The "epidemic" perceived by the FDA is mainly an epidemic of e-cigarette experimentation, and even that trend seems to have reversed, judging from the latest NYTS results.
Gottlieb is remarkably cavalier about throwing adult smokers under the bus in the name of preventing adolescents from experimenting with e-cigarettes.
"In my view, they treated these issues like a public relations challenge rather than seriously considering their legal obligations, the public health mandate, and the existential threat to these products".
"What we have learned from our experience with cigarettes and other products, is it is important to restrict sales to kids, but if you make products appealing to kids, market them in ways to attract kids, you can be certain kids will get them", Myers told AFP.More news: Double bombing outside girls' school in eastern Afghanistan