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Anti-smoking groups are criticizing the Obama Administration's removal of a key provision of the new tobacco "deeming" rule, which would have prohibited the sale of flavored e-cigarettes, cigars, and other flavored tobacco products starting later this year, calling the move "deeply disappointing" and a missed opportunity.

Last Friday, the White House Office of Management and Budget (OMB) released its version of the new regulation announced by the Food and Drug Administration May 5, which extends the agency's authority over tobacco products. The White House revision deleted a provision of the regulation that would have removed flavored e-cigarettes, cigars, little cigars, and hookahs from the market starting in November, pending a review of the products by FDA.

Under the proposed regulation, the sale of menthol cigarettes, as well as other flavored tobacco products, would have been prohibited until the reviews were complete.

The American Lung Association, the Campaign for Tobacco-Free Kids, and other public health organizations have long called for the removal of flavored tobacco products from the market, citing the obvious appeal of flavors like Cotton Candy, Watermelon, and even "Captain Crunch" to children and teens.

"It is deeply disappointing that the White House missed this opportunity to protect our nation's children by deleting this provision to remove candy- and fruit-flavored e-cigarettes and cigars from the market," Campaign for Tobacco-Free Kids president Matthew L. Myers said in a written press statement.

He added that the OMB's move was "inexplicable" given the "overwhelming scientific evidence" the FDA provided to support removing the products from the market.

"No reason was given for the White House's decision to ignore the scientific evidence about the impact of flavored cigars and e-cigarettes on youth," Myers said. "Given the weight of the evidence cited by the FDA, it is difficult to imagine a public health justification for the White House decision."

American Lung Association (ALA ) president and CEO Harold P. Wimmer also criticized the Obama administration for ignoring the scientific evidence linking flavored tobacco product availability to smoking initiation among children and teens, calling the OMB move a missed opportunity: "The science is clear; candy- and fruit-flavored products appeal to youth and they should be removed from the marketplace," he noted in a press statement. "As FDA reviews product applications for all newly deemed products, they must ensure flavored products are taken off the market for good."

In an interview with MedPage Today, ALA spokeswoman Erika Seward said the FDA "has had its hands tied by the White House," noting that the OMB move effectively gives tobacco industry lobbyists up to 3 more years to make their case in favor of the products while they remain on the market.

"The American Lung Association has long been concerned about 'sweetheart deals' for the tobacco industry, and this appears to be their 'sweetheart deal' in the deeming regulations," she said.

The OMB did not respond to MedPage Today's request for comment on the deeming regulation revisions.