FDA Warns ENDS Company With More Than 15 Million Products

Visible Vapors illegally marketed e-liquids, e-cigarettes
FDA building
Photograph: Shutterstock

SILVER SPRING, Md. — The U.S. Food and Drug Administration (FDA) has warned a company with more than 15 million tobacco products listed with the agency for illegally marketing electronic nicotine delivery system (ENDS) products without authorization.

The products, from Lansdale, Pa.-based Visible Vapors LLC, include many flavored e-liquids, according to a statement from the FDA’s Center for Tobacco Products Director Mitch Zeller. The FDA listed items like Visible Vapors Irish Potato 100mL and Visible Vapors Peanutbutter Banana Bacon Maple (The King) 100mL as examples of unauthorized products from the company. 

The warning letter is the result of continued surveillance and internet monitoring for violations of tobacco laws and regulations, the FDA said.

“The FDA wants all tobacco product manufacturers and retailers to know that we continue to watch the marketplace very closely and will hold companies accountable for breaking the law,” Zeller said. “The FDA will continue to prioritize enforcement against companies that market ENDS without the required authorization and that haven’t submitted a premarket application to the agency—especially those products with a likelihood of youth use or initiation.”

So far in 2021, the FDA issued a total of 131 warning letters to firms selling or distributing more than 1.5 million unauthorized ENDS that did not submit a premarket tobacco product application (PMTA) by the Sept. 9, 2020, deadline.

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