FDA Focuses on GeekVape and Heaven Gifts in 2024 Vape Enforcement

Agency Employs Diverse Tactics Across Supply Chain to Combat Illegal Vapes

The U.S. Food and Drug Administration (FDA) has conducted 20 enforcement actions against illegal vapes in 2024, with a particular focus on products that appeal to youth and lack premarket tobacco product application (PMTA) approval. A review of the FDA’s enforcement efforts reveals four key characteristics, with GeekVape and Heaven Gifts emerging as primary targets.

On December 5, the FDA announced that it had issued warning letters to 115 brick-and-mortar retailers for selling unauthorized e-cigarette products, including Geek Bar Pulse, Geek Bar Skyview, Geek Bar Platinum, and Elf Bar.

FDA Employs Comprehensive Enforcement Strategy

The FDA’s enforcement actions in 2024 have targeted the entire e-cigarette supply chain, including import and export customs, wholesale, and retail sectors. In collaboration with U.S. Customs and Border Protection (CBP) and the Department of Justice, the FDA has taken joint action against the cross-border trade of illegal e-cigarette products, such as the seizure of 3 million unauthorized e-cigarette products in a major case in October 2024.

The agency has also employed a variety of enforcement tools, including warning letters to retailers, civil money penalties for violators, and product seizures at customs to combat illegal trade.

GeekVape and Heaven Gifts Brands Targeted

The FDA has repeatedly targeted brands under GeekVape and Heaven Gifts, such as Geek Bar, Elf Bar, and even newly developed brands like EB Design. In several enforcement announcements, the FDA directly named (and sometimes exclusively named) these brands, indicating that the two companies have become the focus of the agency’s enforcement efforts.

FDA Emphasizes PMTA Requirement for Legal Sales

The FDA stresses that currently, only 34 e-cigarette products have been authorized for legal sale in the United States. The agency maintains a list of these approved products and emphasizes the importance of obtaining PMTA approval before marketing any new e-cigarette products.

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2024 Enforcement Records Involving GeekVape and Heaven Gifts Brands

December 5, 2024: FDA issues warning letters to 115 retailers, specifically naming Geek Bar and Elf Bar products.
October 22, 2024: FDA and CBP seize 3 million illegal e-cigarette products, including Geek Bar, with an estimated retail value of $76 million.
July 31, 2024: FDA issues warning letters to five online retailers for selling unauthorized disposable e-cigarette products, including Geek Bar, Lost Mary, and Bang.
July 25, 2024: FDA issues warning letters to 80 retailers in 15 states for selling unauthorized ELFBAR and Lost Mary products.
May 30, 2024: FDA imposes civil money penalties on 10 retailers for selling unauthorized “ELFBAR” e-cigarettes, fining each retailer $20,678.
April 23, 2024: FDA fines 22 retailers $20,000 each for selling unauthorized e-cigarettes, primarily involving brands owned by “Heaven Gifts.”
March 26, 2024: FDA warns 61 retailers for selling unauthorized ELFBAR, EB Design, and Lava products.
February 26, 2024: FDA files complaints against 20 brick-and-mortar retailers for selling unauthorized ELFBAR products.

As the FDA continues its enforcement efforts against illegal e-cigarettes, the agency remains committed to protecting public health and preventing youth access to these potentially harmful products.