Re-reading the FDA letters, all they seem to be asking the companies to do at the moment is address the cessation claims made:
"As described in 21 C.F.R. § 310.544, any product that bears labeling claims that it 'helps stop or reduce the cigarette urge,´ 'helps stop or reduce smoking,´ or similar claims is a smoking deterrent drug product."
Their reasoning in the letters seems to be:
- If the supplier makes (or uses) a smoking cessation claim then this makes the product a drug.
- If the product is a drug then it is a new drug.
- If the product is a new drug then approval is required.
There is nothing in the letter suggesting that removal of the cessation claims would address the violations cited, but it seems a reasonable interpretation. Looks like they're simply following the ruling that e-cigs be regulated under tobbaco law unless medical claims are made.
I don't think this means they consider e-cigs to be non-medical if no claims are made, just that for the time being they are enforcing the regulations that they can.
If you read the letters carefully, you see that they are really stretching the idea of "therapeutic claims". Example:“The RAPP E-Mystick is designed for adult smokers who want the look, feel and experience of a cigarette.”
What's next for the FDA to (mis)interpret as a therapeutic claim? "Battery-operated"? "Technology-based"?
In fact, the Ruyanamerica.com site was so innocuous that FDA was forced to throw in an evaluation of two other Ruyan-related web sites that are totally outside the control of Ruyan America.
The Johnson Creek site was so free of health claims that the FDA had to resort to criticizing the inclusion on the site of news articles and letters from customers.
Judge Leon was very specific in pointing out that customer testimonials cannot be used to determine the intended use of the product by the manufacturer.
And in the Gamucci letter:
"Your website offers these products as an aid to help smokers quit smoking: " Yes?
As soon as "smoking" is listed in the diagnostic code books as a disease, then FDA can complain that "help smokers quit smoking" is a therapeutic claim. The FDA's so-called "smoking cessation" treatments are in actual fact "nicotine cessation" treatments, as the disease being treated by those products is not smoking, but rather nicotine addiction.