The changes for e-cigarettes could kick in within a few months.
A top US health official is pledging to try to ban menthol from regular cigarettes, outlaw flavors in all cigars and tighten rules regarding the sale of most flavored versions of e-cigarettes.
The move represents a major step to further push down US smoking rates, which have been falling for decades.
Juul Labs pre-empted the measures by ending social media promotion of its products and stopping in-store sales of its flavored pods, other than tobacco, mint and menthol.
"I believe these menthol-flavored products represent one of the most common and pernicious routes by which kids initiate on combustible cigarettes. The menthol serves to mask some of the unattractive features of smoking that might otherwise discourage a child from smoking", FDA Commissioner Scott Gottlieb said in a statement.
Moreover, Gottlieb adds that he believes that menthol products "disproportionately and adversely affect underserved communities and as a matter of public health, they exacerbate troubling disparities in health related to race and socioeconomic status that are a major concern of mine".
Gottlieb's proposal for e-cigarette flavorings also exempts menthol.
The new rules on e-cigarette flavors mean that numerous sweet and fruity varieties believed to be most popular among minors will only be available in stores such as vape shops or tobacco shops that do not allow under-age people inside. That ban would likely have a large impact on African-American smokers, who opt for such products at higher rates than other groups. He also proposed beefing up measures so that convenience stores and some other retailers don't sell e-cigarettes in kid-friendly flavors like cherry and vanilla.
The move comes more than two years after the FDA released its final proposed deeming rule extending its regulatory authority to all tobacco products, including electronic cigarettes, cigars, hookah tobacco and pipe tobacco on May 5, 2016.
Any move to ban menthol is expected to face fierce resistance from the tobacco industry.
Smoking has been declining for more than five decades. Some 42 percent of USA adults smoked in the early 1960s.
Experts credit anti-smoking campaigns, cigarette taxes and smoking bans for most of the decline in the adult rate.
The agency has faced mounting pressure to act on e-cigarettes amid their surging popularity among US teenagers in recent years.
More than 3 million high school students, or more than 20 percent of all USA high school students, used the products, along with 570,000 middle school students, according to the survey. One of the most popular devices, made by San Francisco-based Juul Labs Inc, has become a phenomenon at USA high schools, where "Juuling" has become synonymous with vaping.