The rise of e-cigarettes is hooking a new generation of kids on nicotine – and we can’t let that continue to happen. Today’s decision by the U.S. Food and Drug Administration (FDA) to force manufacturers to produce plans for reducing youth sales is an important step forward. But we need to go further. If these companies keep targeting children, the FDA needs to take their products off the market. And the FDA should immediately move to regulate flavored e-cigarettes, instead of waiting until 2022, as it is currently planning to do. Two million middle and high school students are already using e-cigarette products regularly – and unless we take bolder action now, that number will rise.
Michael R. Bloomberg is the World Health Organization’s Global Ambassador for Noncommunicable Diseases