Any company that wants to legally market a new tobacco product in the United States must receive a written marketing order from FDA. But if the health regulator deems it unfit for public health, it issues a marketing denial order. 

The FDA named eight of these companies that received the denial orders, which include Imperial Vapors LLC, Savage Enterprises and Big Time Vapes, among others.

The FDA added the premarket tobacco product applications (PMTAs) submitted for a variety of flavored e-cigarette products did not provide sufficient evidence to show that permitting the marketing of these products would be appropriate for public health.

Some of the flavors denied by the health regulator include Citrus, Strawberry Cheesecake, Cool Mint and Menthol.