Major tobacco companies, including British American Tobacco (BAT), are calling on the Trump administration to crack down on illegal vapes, arguing that unauthorized products dominate the U.S. market and hurt their sales. They are also demanding a faster and more efficient FDA authorization process.
Key Points
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Big tobacco companies are urging the Trump administration to take tough action against illegal vapes.
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Unauthorized products account for about 70% of the U.S. vape market, harming the interests of traditional tobacco companies.
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Companies seek a simplified and accelerated FDA product authorization system.
Tobacco Companies Intensify Pressure on U.S. Government
According to a Reuters report on April 1, internal documents and industry advisers confirm that major firms such as BAT are increasing pressure on President Donald Trump’s administration to strictly enforce rules against illegal vapes.
Complaints Over Uneven Market Conditions
Companies like BAT and Altria argue that while they have waited years for FDA approval of their vape products, many unauthorized brands—sold illegally, according to regulators—have taken over the market. Efforts to curb these products have had limited effect.
BAT estimates that unlicensed disposable vapes accounted for about 70% of U.S. vape sales in 2024, worth nearly £10 billion ($12.93 billion). Tobacco companies claim this dominance has eroded their vape and cigarette sales.
Regulators Acknowledge Illegality of Unauthorized Imports
U.S. authorities reaffirm that importing or selling unauthorized vapes is illegal. BAT and Altria say they remain optimistic that the Trump administration will strengthen enforcement.
On March 11, BAT’s U.S. subsidiary, Reynolds American, sent a letter to the U.S. Trade Representative urging a ban on all single-use vapes made in China and additional tariffs on other vape imports to counter what it calls unfair practices by Chinese manufacturers.
Industry Push for Stronger Enforcement and Market Protection
Reynolds argues that only products complying with FDA procedures should remain on the market. For big tobacco firms, stricter enforcement could protect share in the nicotine market even as cigarette consumption declines.
However, easing or loosening barriers for unauthorized vapes could accelerate their growth. Industry consultants say big tobacco firms want the FDA to speed up and clarify the authorization process, but are not pushing for drastic regulatory reforms.
Political Engagement and White House Influence
White House press secretary Karoline Leavitt said President Trump will act in the public’s best interest. Industry advisers note that tobacco and vape companies are actively seeking the attention of key U.S. leaders to encourage favorable policy decisions.
One consultant remarked, “Everyone interested in this issue wants to be in the White House.”
BAT added that regardless of the election outcome, it will work with lawmakers across the political spectrum to support alternative tobacco product policies.
Criticism of the FDA’s Slow Authorization Process
The FDA has been criticized for slow approvals, saying it requires more resources to handle the workload. Industry executives worry about potential budget cuts and disruptions to the FDA’s Center for Tobacco Products (CTP), which has approved only 34 tobacco- and mint-flavored vape products to date.
Reynolds emphasizes the need to reassess how new products are marketed while still supporting FDA review processes. Altria also calls for quicker authorizations and stronger enforcement against illegal products.
Calls for Directional Change from Vape Industry
Tony Abboud, head of the Vapor Technology Association, argues that current regulations hinder smokers from switching to flavored vapes and create high barriers to entry. He has pushed for a major policy shift and met with Trump in 2024—followed by a Truth Social post in which Trump pledged to “save” vapes.
