FDA NICOTINE REGULATION started in 2011, but does not resemble drug regulation. Yes, tobacco and cigarettes fall under FDA, but if regulation was a level playing field, a product that caused so much morbidity and mortality would long ago have been banned. E-cigarettes in the US earn 1 bn USD annually and may be regulated in the future. The US health warning labels on cigarettes pales compared to the massive labels in Europe. The US debate on tobacco got derailed by tobacco company lobbying and refocused on whether or not to ban menthol in cigarettes.