Trump Administration Plans to Ease FDA Vaping Review, Speed Nicotine Pouch Approvals

The Trump administration is preparing to loosen FDA review rules for e-cigarettes and nicotine pouches, aiming to accelerate market entry for smoke-free nicotine products. The Wall Street Journal reported the FDA could announce measures within days, though details remain subject to change. The plan centers on revisiting 2021 premarket tobacco application requirements, potentially easing scientific evidence demands and shortening review timelines. Under U.S. law, the FDA must decide on applications within 180 days, but critics say reviews have lagged for years. Altria Group (MO-US) sued the FDA in September, citing delays to its On! nicotine pouch products while unauthorized foreign competitors gained market share. Philip Morris International (PM-US) and British American Tobacco (BTI-US) are also shifting toward smoke-free products. The FDA has already accelerated some reviews, authorizing 11 ZYN ULTRA nicotine pouches on August 21 and JUUL2 on August 28. Public health groups and some lawmakers oppose easing flavor standards, citing youth risks. Heidi Overton's September 24 Senate confirmation hearing for FDA commissioner is expected to address the issue.