The tobacco industry has been waging a war against the vaping industry, getting laws passed to restrict the competing new businesses. But this is because Big Tobacco wants to take over the industry themselves, fully aware that smokers are gradually transitioning to vaping. There are currently 1.36 billion tobacco users worldwide, with the vast majority cigarette smokers, compared to 82 million vapers worldwide, a significant increase from 68 million in 2020.
This attempt to cut out independent vaping companies is a threat to America First disposable nicotine vape company Fifty Bar. The company is notable for shifting to America First, taking China out of the process. The company markets itself as the “only disposable nicotine vape built in the USA,” emphasizing quality and patriotism: “Make Vaping American Again.”
Fifty Bar has removed much of its manufacturing out of China and returned it to the U.S. Only the hardware components come from China; final assembly and e-liquid filling occurs in U.S. facilities. Owner Brady Bates has been working with officials to revise the laws to make it easier to bring it all back to the U.S.
Big Tobacco companies like Altria (parent company of Philip Morris) and R.J. Reynolds lobby for regulations that prioritize FDA-authorized vaping products, which are predominantly their own. These lobbyists work to defeat tax hikes and other regulations that could benefit independent vaping companies or restrict Big Tobacco’s products. Big Tobacco maintains a robust lobbying presence across the U.S., with over 1,275 lobbyist registrations in 2025, a 24% increase from 2024.
In Montana, a lawsuit filed by Oregon State Representative Ron Marshall (R-Hamilton) accused Altria and R.J. Reynolds of lobbying for an FDA registry law that would limit vape sales to only FDA- authorized products, effectively squeezing out 99% of independent manufacturers. A similar lawsuit was filed last December in Iowa over its new law. The complaint alleged that the bill included language pushed by major tobacco company lobbyists who make vaping products covered by the bill's exceptions, while the majority of their competitors' products are not.
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In states like Arkansas and South Carolina, “Tobacco 21” laws backed by Big Tobacco included preemption clauses that blocked cities from banning flavored vapes locally. This centralized control at the state level, where Big Tobacco’s lobbying power is stronger.
Big Tobacco uses front groups to create the appearance of grassroots support for their agenda, a tactic known as astroturfing. The World Vapers’ Alliance, for example, presents itself as a consumer advocacy group but is heavily funded by Philip Morris and British American Tobacco.
The vaping industry got blamed for marketing to youth, but Big Tobacco was behind much of it. JUUL hosted exclusive events and used celebrity endorsements to normalize vaping among youth. Altria acquired a 35% stake in JUUL Labs in December 2018 for $12.8 billion. Altria dropped its investment in JUUL in March 2023, in exchange for a non-exclusive, irrevocable global license for certain JUUL heated tobacco intellectual property rights.
Big Tobacco already controls much of the U.S. vaping market. Reynolds likely holds 20-30% of the market with its Vuse product, and Altria probably has 15-25%. Juul’s share is estimated at 10-20% and Philip Morris is projected at 5-15%. Imperial Brands’ share is estimated at 5-10%.
“I’m the guy from Fifty Bar that wants to bring manufacturing back to America,” Bates told Arizona state legislators in February. Fifty Bar is unique among vaping companies in this quest. His competitors are instead shifting their production to Southeast Asia or Mexico to avoid President Donald Trump’s 20% tariffs on China. However, Trump promised while campaigning last year that he would “save Vaping again.” China produces over 95% of the world’s e-cigarettes.
Fifty Bar has three new facilities, totaling four manufacturing plants, which are all active in the U.S., creating 300 new manufacturing jobs in Florida and California. The company intends to ramp up 10,000,000 units per month until the end of 2025, with projected revenue of $75 million.
Bates warned during the interview that overregulation of the industry will cause a black market. However, some of the regulations have been helpful. He told Just the News that he agrees with Kentucky’s HB 11, which restricts unauthorized FDA products such as devices that are in the shape of video games, teddy bears or Beanie Babies, appealing to youth. The bill took effect on January 1, 2025.
Youth vaping has gone down since the industry has been curbing use and not marketing to children. However, while 10 flavors were approved for Philip Morris’ ZYN nicotine patches to wean off of cigarettes, the vaping industry needs similar choices for vaping. By 2023, over 99% of flavored e- cigarette applications to the FDA were denied, leaving only tobacco and menthol flavors authorized — categories where Big Tobacco brands like Vuse and Altria dominate.
Vaping is vastly more safe than tobacco, which is why it has surged in popularity. It is restricted from youth due to being seen as a gateway to tobacco. A study from Public Health England estimated that vaping is 95% less harmful than smoking, though not risk-free. Vaping is considered an effective way to transition away from tobacco smoking, saving lives.
Bates noted that people don’t understand that different products can be put into vaping, such as THC. An EVALI outbreak occurred in 2019-2020 involving vaping, but only vaping using THC, the psychoactive ingredient in marijuana. It caused severe lung illness, leading to 2,807 hospitalizations and 68 deaths across the U.S., according to the CDC. Investigations revealed that vitamin E acetate, an additive used in some illicit THC vaping products, was the primary culprit. Reputable vaping companies generally provide vaping products for nicotine, not THC.
Until the public is fully aware of Big Tobacco’s maneuvering behind the scenes, it will continue taking over the vaping industry, shutting out independent businesses and stopping the growth of America First companies like Fifty Bar.
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