Attorneys generals from 40 states have asked the Food and Drug Administration (FDA) to regulate electronic cigarettes, as they may be a danger to kids, CBS news reported.

In a letter to the FDA, 40 attorneys general called for the same type of regulations to be placed on e-cigarettes that is currently on tobacco products. The letter argues the devices are being marketed to children with cartoon advertisements offering fruit and candy flavors.

As cigarette smoking becomes less socially acceptable and has declined in regular usage, e-cigarettes have risen. Unless e-cigarettes claim to have a therapeutic use, like helping to quit using tobacco, the FDA cannot regulate it and states without sales restrictions can sell the product to minors.

"Unlike traditional tobacco products, there are no federal age restrictions that would prevent children from obtaining e-cigarettes, nor are there any advertising restrictions," Ohio attorney general Mike DeWine wrote.

E-cigarettes are metal or plastic devices, some designed to look exactly like a cigarette and some are not, that are battery powered and produce a nicotine vapor solution for the user to inhale. They give the user nicotine without the odor of a cigarette and without chemicals like tar.

"People, especially kids, are being led to believe that e-cigarettes are a safe alternative, but they are highly addictive and can deliver strong doses of nicotine," Massachusetts attorney general Martha Coakley said.

The letter argued that, along with its ingredients not being regulated, e-cigarettes are being advertised on prime time television. The authors said the advertisements are displayed at a time when many children and young adults watch television and has lead to a spike in their use of the devices.

Dr. Tom Frieden, director of the Centers for Disease Control and Prevention (CDC), called the rise in use of e-cigarettes by teens "deeply troubling." Earlier this month, the CDC published a report stating 1.8 million middle and high school students were using e-cigarettes in 2012, a ten percent increase from the previous year.

Tom Kiklas, co-founder and chief financial officer of the industry group, the Tobacco Vapor Electronic Cigarette Association, agreed with the letter's authors. He said e-cigarettes should be regulated the same way normal tobacco products are.

"We're in agreement with responsible restrictions on the marketing and sales of these products," including a ban on marketing aimed at children, he said. "What I cringe at is when e-cigarettes get demonized."