Flavored ENDS products are extremely popular among youth, with over 80 % of e-cigarette users between ages 12 through 17 using one of these products, companies who want to continue to market Flavored ENDS products must have robust and reliable evidence showing that their products' potential benefit for adult smokers outweighs the significant known risk to youth.

Mitch Zeller

Those kinds of facts need to be strung together for every single one of these cases, so that we can see if any other kinds of patterns have emerged.

We learnt a lot from what happened the last time around, and took the time through the research to get this right, if we are sued after we issue a final rule, we strongly believe this will hold up under any legal challenges.

We'll be keeping a close watch on the marketplace, including how the company is marketing these products.

All cigars pose serious negative health risks. To exclude some would be neglecting our duty to protect public health.

The evolution that has taken place in the marketplace makes your... by Mitch Zeller

The evolution that has taken place in the marketplace makes your head spin.

Today's authorizations are an important step toward ensuring all new tobacco products undergo the FDA's robust, scientific premarket evaluation, the manufacturer's data demonstrates its tobacco-flavored products could benefit addicted adult smokers who switch to these products -- either completely or with a significant reduction in cigarette consumption -- by reducing their exposure to harmful chemicals.