If properly regulated and promoted, e-cigarettes have the potential to substantially reduce risk of tobacco-attributable illness among current smokers; enhance future total abstinence from tobacco use; and do so in a way that will not increase initiation of tobacco/nicotine use by adolescents and young adults. In this context, e-cigarettes represent but one of a number of products of interest to the FDA Tobacco Law with the potential to satisfy a smoker’s urge to smoke while substantially reducing his or her future risk of potentially fatal tobacco-attributable illness.