“The goal is to ensure that the FDA has the proper scientific and regulatory foundation to efficiently and effectively implement the (Tobacco Control Act),” the agency said.

“To make certain that the FDA is striking an appropriate balance between regulation and encouraging development of innovative tobacco products that may be less dangerous than cigarettes, the agency is also providing targeted relief on some timelines” for those innovative products.

Gottlieb said the initiative aims to drive and potentially eliminate addiction to nicotine — which he called as critical a public health concern as opioid addiction — but also recognize that “adults who still need or want nicotine could get it from alternative and less harmful sources.”

“Our approach to nicotine must be accompanied by a firm foundation of rules and standards for newly regulated products. To be successful, all of these steps must be done in concert, and not in isolation.”

The FDA proposal must still gain the approval of several other federal agencies.

Reynolds said in a statement that it is “encouraged” by Gottlieb’s comments “recognizing tobacco harm reduction policies and the continuum of risk for tobacco products.”