Bloomberg joins flavor fight

Bloomberg Philanthropies has launched a new $160 million initiative to fight youth vaping.

Launched in response to the recent cases of severe respiratory illnesses associated with vaping in the U.S., the initiative aims to ban all flavored e-cigarettes and stop vapor companies from marketing their products to children.

The three-year program will be led by the Campaign for Tobacco-Free Kids, which will partner with other organizations including parent and community groups.

“E-cigarette companies and the tobacco companies that back them are preying on America’s youth,” said Michael R. Bloomberg, Bloomberg Philanthropies founder and World Health Organization global ambassador for noncommunicable diseases.

“They are using the same marketing tactics that once lured kids to cigarettes, and the result is an epidemic that is spiraling out of control and putting kids in danger of addiction and serious health problems.

“The federal government has the responsibility to protect children from harm, but it has failed—so the rest of us are taking action.”