FDA Commissioner Scott Gottlieb, MD, on Thursday said the agency has provided options for companies to offer safer alternatives to cigarettes, so people can still enjoy "satisfying levels of nicotine" without the risks of tobacco smoke. "We've set out a plan to try to reduce nicotine levels to nonaddictive or minimally addictive levels to transition people off combustible cigarettes," Gottlieb said. "And at the same time, we've opened up a pathway to new product innovations that we think can potentially provide nicotine to people who still want to enjoy satisfying levels of nicotine without the risk of lighting tobacco on fire," he added. In order to prod innovation, FDA said in August that it has "extended timelines to submit tobacco product review applications for newly regulated products that were on the market as of August 8, 2016." The agency also said it planned to begin a "public dialogue" surrounding lowering nicotine levels by way of "achievable product standards." "It's not the nicotine that kills you, it's all the other carcinogens in lighting tobacco on fire," Gottlieb said Thursday. FDA has said it would consider an exemption for what it calls premium cigars, and will consider a delay in implementing new rules for reduced-risk offerings like e-cigarettes.