Rep. Jackie Speier (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.
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.