E-cigarette rules coming in U.S.
Smokers are increasingly turning to battery-powered electronic cigarettes to get their nicotine fix.
They’re about to find out what rules U.S. federal regulators will propose for e-cigarettes as early as this month. The rules will have big implications for a fast-growing, largely unregulated industry and its legions of customers. Q What are e-cigarettes? A E-cigarettes are plastic or metal tubes, usually the size of a cigarette, that heat a liquid nicotine solution instead of burning tobacco.
That creates vapour that users inhale. The industry has rocketed from thousands of users in 2006 to several million worldwide.
There’s not much scientific evidence showing e-cigarettes help smokers quit or smoke less, and it’s unclear how safe they are.
Q What is the U.S. Food and Drug Administration likely to do?
A The most likely of the FDA’s actions will be to ban the sale of e-cigarettes to people under age 18. Federal regulators are expected to set product standards and require companies to disclose their ingredients, and place health warning labels on packages and other advertising. Where the real question remains is how the agency will treat the thousands of flavours available for e-cigarettes.
While some companies are limiting offerings to tobacco and menthol flavours, others are selling candy-like flavours such as cherry and strawberry. Flavours other than menthol are banned for regular cigarettes over concerns that flavoured tobacco targets children.
Q What about marketing?
A There are a few limitations on marketing. Companies can’t tout e-cigarettes as stop-smoking aids, unless they want to be regulated by the FDA under stricter rules for drug-delivery devices. But many are sold as “cigarette alternatives.”
The FDA’s proposals could curb advertising on TV, radio and billboards, ban sponsorship of concerts and sporting events, and prohibit branded items such as shirts and hats. The agency also could limit sales over the Internet and require retailers to move e-cigarettes behind the counter.
Q What does the industry think?
A The industry expects regulations but hopes they won’t force products off shelves and will keep the business viable. E-cigarette makers especially want the FDA to allow them to continue marketing and catering to adult smokers — some of whom w ant flavours other than tobacco. They believe e-cigarettes present an opportunity to offer smokers an alternative and, as NJOY Inc. CEO Craig Weiss says, make cigarettes obsolete.
“FDA can’t just say no to electronic cigarettes anymore. I think they also understand it’s the lesser of the two evils,” said James Xu, owner of several Avail Vapor shops.
Q What do public health officials think?
A Some believe lightly regulating electronic cigarettes might actually be better for public health overall, if smokers switch and e-cigarettes really are safer.
Others are raising alarms about the hazards of the products and a litany of questions about whether e-cigarettes will keep smokers addicted or encourage others to start using ecigarettes, and even eventually tobacco products.