Two of the largest tobacco companies in North America are urging the Federal Drug Administration (FDA) to proceed with its regulations of the electronic cigarette industry.

Reynolds American (RAI) and Lorillard (LO) are trying to convince the FDA to issue new regulations on the smokeless nicotine delivery devices known as e-cigs. The two big tobacco companies say the current lack of regulations makes it difficult for smokers to switch to healthier nicotine products.

According to the Centers For Disease Control and Prevention (CDC), smoking kills nearly half a million people in the U.S. alone. While rates of cigarette use have steadily declined over the past half a century, nearly 19% of U.S. adults continue to light up. Electronic cigarettes are viewed a safer alternative since they don't produce smoke.

Instead of producing toxin-filled smoke like tobacco cigarettes, e-cigs work by heating liquid nicotine (known as e-liquid) just enough to create a light plume of mist-like vapor. Without fire or combustion, users can enjoy flavored or unflavored nicotine vapor without all of the harmful chemicals commonly found in cigarette smoke. Reynolds American and Lorillard have acknowledged the importance of e-cigs, which is why they've stepped forward to urge the FDA to proceed with its regulations.

The thought of new regulations may sound counterproductive to the e-cig industry. After all, wouldn't new regulations discourage smokers and nonsmokers alike from trying electronic cigarettes? Furthermore, the thought of two of the largest tobacco cigarette companies teaming up to help the e-cig industry -- which is a direct competitor -- may also seem a little unusual. So, why exactly are Reynolds American and Lorillard working together to improve the e-cig industry?

Reynolds American and Lorillard agreed to a $25 billion merger deal earlier this year. Initially, major tobacco companies were hesitant to jump on board with electronic cigarettes, lobbying against them in fear that it would cut into their profits. As the saying goes, though, if you can't beat them, joint them. Both Reynolds American and Lorillard have since released their own brands of electronic cigarettes in an attempt to capture a piece of this ever-growing market. By urging the FDA to proceed with its new regulations, these two tobacco powerhouse companies will help bolster the e-cig industry, which subsequently will increase its sales of e-cigs and related products.

"The variety of products and the constant innovation made it possible for millions of smokers to quit, by using e-cigarettes, said Carl V. Phillips of the Consumer Advocates for Smoke-free Alternatives Association. "Any rapid move to tighten control over e-cigs will do far more harm than good," he added."

