Big Tobacco has a new battle on its hands, as the country’s top cigarette company, Lorillard, is facing new restrictions on selling cigarettes to people under 18.
The company’s newest restrictions come after President Donald Trump signed an executive order Thursday restricting tobacco advertising on television and in magazines and online.
It’s one of the first steps by a president to impose restrictions on marketing of tobacco products, which can have serious health effects.
The executive order requires that tobacco ads be no larger than 15 inches by 20 inches.
It also bans all cigarette advertisements that target minors or people under the age of 18.
It will be up to the Centers for Disease Control and Prevention and the Food and Drug Administration to enforce the new restrictions.
The president’s order also requires that any company that sells tobacco products to minors be labeled with warnings on the packaging that it’s intended for people under age 18.
The FDA said in a statement that it will issue guidance to manufacturers and retailers later this week.
The Trump administration has also taken action to limit cigarette marketing, with the Department of Health and Human Services cracking down on marketing campaigns for tobacco products and restricting marketing for the sale of flavored tobacco.
The department also announced it is launching a task force to study the effects of tobacco marketing.