FDA on July 28 announced a new comprehensive plan for tobacco and nicotine regulation that will serve as a multi-year roadmap to significantly reduce tobacco-related disease and death. The approach places nicotine, and the issue of addiction, at the center of the agency’s tobacco regulation efforts. The goal is to ensure that the agency has the proper scientific and regulatory foundation to efficiently and effectively implement the Family Smoking Prevention and Tobacco Control Act. To make certain that FDA is striking an appropriate balance between regulation and encouraging development of innovative tobacco products that may be less dangerous than cigarettes, the agency is also providing targeted relief on some timelines described in the May 2016 final rule that extended FDA's authority to additional tobacco products. The agency will also seek input on critical public health issues such as the role of flavors in tobacco products. FDA plans to begin a public dialogue about lowering nicotine levels in combustible cigarettes to non-addictive levels through achievable product standards. The agency intends to issue an Advance Notice of Proposed Rulemaking to seek input on the potential public health benefits and any possible adverse effects of lowering nicotine in cigarettes. The agency plans to issue this guidance describing a new enforcement policy shortly. The anticipated new enforcement policy will not affect any current requirements for cigarettes and smokeless tobacco, only the newly-regulated tobacco products such as cigars and e-cigarettes.