Industry watchers predict many smaller operations keep will selling the products until the feds’ enforcement strategy is clearer.

Small- and medium-sized e-cigarette makers and vendors are fighting to keep their doors open after the Food and Drug Administration ordered them to stop selling more than 6 million flavored vapes.

The agency shook up the market in the run-up to a Sept. 9 deadline for determining which vaping products could stay on the market by denying nearly 300 companies’ applications to continue selling e-cigs with flavors like cotton candy and cinnamon toast. It also informed several that their paperwork was missing key information. But the FDA has yet to act on applications from the biggest manufacturers, including Juul, Vuse and NJOY.

That has left smaller firms to weigh whether to buck the FDA and face the potential financial and legal consequences, amid questions about how aggressively the agency will enforce the new marketing limitations.

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