Rep. Jackie SpeierKaren (Jackie) Lorraine Jacqueline SpeierWhy the US should lead on protecting Rohingya Muslims Speier: Trump's view on harassment 'beyond rehabilitation' We'll take the military parade, spare the side of moral outrage MORE (D-Calif.) has introduced a bill that would prohibit the advertising of electronic cigarettes toward children.

Speier said the legislation was necessary to prevent kids from consuming e-cigarettes, noting that it wouldn't ban consumption by adults.

"With advertising that uses sex and sex appeal, youth are drawn to these products in hopes they will make them more glamorous, sexy or appealing," Speier said in a statement. "It's time to regulate these products and protect our children."

The legislation would include e-cigarettes as products subject to regulations under the Federal Food, Drug and Cosmetic Act. 

The Food and Drug Administration would be required to ensure packaging for e-cigarettes is child-proof within one year of the legislation's enactment. In addition, the packaging would need to state the concentration of nicotine.

The agency earlier this year proposed regulations to require health warnings on e-cigarette labels and ban sales to children under 18. 

E-cigarette companies insist they are not intentionally marketing to children. But many lawmakers, including Speier, aren't buying it.

"With flavors like gummy bear, cotton candy, and chocolate cake, and devoid of child-proof containers, our kids are literally gobbling these things up," Speier said.