The timing of the FDA's policy shift raised eyebrows. According to reporting from The New York Times, the FDA released its new enforcement policy about a week after Reynolds American donated $5 million to a super PAC backed by President Trump. Company executives also dined with the president at his golf club, where Trump reportedly made calls about FDA e-cigarette regulation to the agency's then-commissioner Marty Makary, as well as to Health Secretary Robert F. Kennedy Jr. and CMS Administrator Mehmet Oz.

BAT itself highlighted the favorable regulatory environment in its midyear investor presentation. A slide on page 25 of the presentation notes that "Regulatory and enforcement actions support U.S. New Category growth" — referring to the company's vape and nicotine pouch categories. The company previously told investors it would begin a phased rollout of new Vuse flavored pods starting in the third quarter of 2026.