Zeller credited Gottlieb for advocating for the nicotine regulation within the Trump White House, after the Obama administration had fallen short. Obama officials had promised Zeller they would back rules to curb nicotine and menthol.

The FDA's proposed rule would slash nicotine levels in cigarettes, most cigars and other combustible tobacco products, but not vapes, hookahs or Zyn.

Nicotine is the primary addictive chemical in tobacco products that keeps people using them – even if they want to or have tried to quit,” King said. “By reducing the amo