In a statement , Yolonda C. Richardson, president and CEO of the Campaign for Tobacco-Free Kids, said the new FDA guidance on marketing applications for flavored e-cigarettes lowers the scientific standard manufacturers must meet for certain flavors, potentially allowing products such as mint to enter the market despite their historic popularity among youth.

Public health groups argue that strong scientific evidence shows flavors play a key role in attracting young people to e-cigarettes and other nicotine products. They also caution that restricting some flavors may simply shift youth demand to those still available, noting that youth use of mint and menthol products increased significantly after other flavored products left the U.S. market in 2018.

Advocates further criticized the FDA for issuing the guidance with limited opportunity for public comment, calling for greater transparency and broader stakeholder engagement in decisions affecting flavored e-cigarette regulation.