The game is over for e-cigarettes if businesses do not keep their children at bay

The head of the Food and Drug Administration has threatened to completely remove e-cigarettes from US markets unless electronics manufacturers take tougher measures to limit the use of their products by young people.

Speaking at a public hearing Friday, Scott Gottlieb, the FDA's commissioner, said he was "horrified" by the increase in teenage vape rates, a reported NBC. More than 3 million US teens use e-cigarettes, an increase of 78% since 2011, according to the latest data from the CDC.

"I am still convinced that e-cigarettes offer adult smokers an opportunity to replace cigarettes with nicotine-containing products that do not pose the same level of risk," wrote Gottlieb in a tweet before the hearing. "However, if the use of young people continues to increase, the whole category will face an existential threat."

During the hearing, Gottlieb reportedly specifically challenged Juul regarding attempts by electronic cigarette manufacturers to limit the use of teenagers. Juul has restricted the sale of flavored products and has collaborated with social media companies to crack down on juul user publications.

Efforts like this do not go far enough, according to the FDA, which has also enacted new policies to ban flavors that it believes were created to appeal to teenagers.

But Gottlieb's remarks threatening to ban electronic cigarettes represent a dramatic escalation. If the FDA decided to ban e-cigarettes, it would destroy what has become a multi-billion dollar business.

"It will be over for these products until they can successfully go through the regulatory process," said Gottlieb, on NBC.