E-cigarettes present a question of safety
The FDA now plans to regulate e-cigarettes under the 2009 law that authorized it to oversee tobacco. It cannot ban them, as Japan, Brazil, and Mexico have. It can regulate e-cigarettes marketed as cessation tools, requiring evidence from clinical trials. And it could approve messages that they are less harmful than cigarettes, but only if manufacturers submit evidence of a net benefit to public health.
Observers expect some version of tobacco rules, which allow the FDA to test safety, restrict sales to minors — and, in the case of regular cigarettes, limit self-service displays and the sports and entertainment sponsorships known to increase sales.