The U.S. FDA's new looser regulation of vapes and nicotine pouches could unleash hundreds of products on the market, according to Trump administration officials.
The FDA will use 'enforcement discretion' to allow unauthorized vaping products if license applications meet certain standards, reversing a previous requirement for pre-marketing authorization.
The rapid policy change, announced just days before FDA Commissioner Marty Makary resigned, bypassed public comment and raised public health concerns. Tobacco executives lobbied President Trump for the change.
Analysts say the shift will boost sales for companies like Philip Morris International and British American Tobacco. Barclays expects PMI to sell up to 12 million more Zyn nicotine pouches this year.
