"And we're not a big tobacco company. We're an independent company." Weeks after the story, in a rare move, the FDA issued a 904(b) letter requesting a slew of company materials, including marketing documents and research on whether certain products' design features, ingredients or specifications appeal to different age groups. In September, the FDA went even further, declaring teen e-cigarette use an epidemic and placing the blame on Juul and four other brands, including Altria's MarkTen. Commissioner Scott Gottlieb ordered the companies to come up with a plan to reverse these trends.