The FTC and the U.S. Food and Drug Administration (“FDA”) jointly issued warning letters to 13 online companies marketing e-cigarette fluid with packaging made to look like iconic food products such as TreeTop apple juice, ReddiWhip whipped cream and WarHeads candy. The regulators say the companies have a responsibility to ensure they are not putting children in harm’s way or enticing youth use through the deceptively labeled products, citing an increase in the popularity of e-cigarettes that has coincided with an increase in poisoning incidents related to small children accidentally ingesting liquid nicotine. The FTC and FDA have requested responses from each of the companies within 15 days, including specific actions the company plans to take to address the outlined concerns.