The U.S. Meals and Drug Administration admonished the electric cigarette enterprise Juul Labs final week for claims that its solutions are safer than traditional cigarettes. 

In a letter dated September 9, the FDA warned the enterprise more than its assertions that the Juul is “much safer than cigarettes,” and that the “FDA would approve it any day,” amongst other claims that the FDA says it didn’t authorize.

The agency stated it determined that the enterprise claimed, in presentations to students created by Juul representatives, that its e-cigarettes constituted  “modified danger tobacco solutions without the need of an FDA order in impact that permits such sale or distribution.”

“Referring to your [electronic nicotine delivery system, or “ENDS,”] solutions as ‘99% safer’ than cigarettes, ‘much safer’ than cigarettes, ‘totally protected,’ and ‘a safer option than smoking cigarettes’ is specifically regarding since these statements had been created straight to young children in college,” the letter stated. “Our concern is amplified by the epidemic price of raise in youth use of ENDS solutions, like JUUL’s solutions, and proof that ENDS solutions contribute to youth use of, and addiction to, nicotine, to which youth are particularly vulnerable.”

The FDA asked Juul for a written response to the letter inside 15 days of its receipt detailing how it intends to comply with the law going forward.

The letter marks the most recent brushback against the e-cigarette market in the wake of a string of hospitalizations and deaths linked to the solutions. A California man this week became the seventh particular person to die from a vaping-connected illness, following fatalities in Oregon, Minnesota, Indiana, Illinois and Kansas. In addition, there are 450 instances of men and women getting admitted to the hospital for illnesses potentially triggered by e-cigarette use at present below investigation. 

These incidents prompted the Trump administration to announce final week plans to impose a ban on flavored e-cigarette solutions, which are observed as attempts to industry to young children.

“The Trump Administration is creating it clear that we intend to clear the industry of flavored e-cigarettes to reverse the deeply regarding epidemic of youth e-cigarette use that is impacting young children, households, schools, and communities,” Alex M. Azar II, the secretary of Well being and Human Solutions, stated at the Oval Workplace announcement. “We will not stand idly by as these solutions turn out to be an on-ramp to combustible cigarettes or nicotine addiction for a generation of youth.”

President Trump, appearing at the announcement alongside Azar, noted that “vaping has turn out to be a really large enterprise, as I comprehend it, like a giant enterprise in a really brief period of time.”

“But we can not enable men and women to get sick and we can not have our youth be so impacted,” Trump stated.

“We’re going to have to do a thing about it,” he added.