The rules place an emphasis on the protection of young people and ads must avoid containing anything that promotes the use of a tobacco product or that shows the use of a tobacco product in a positive light. The rules were subject to full public consultation and will apply across media.

In what it is calling an action "," the FDA has announced taking an "important step" that shows its commitment "to making sure that all tobacco products that are sold and distributed to the public meet the requirements of the Family Smoking Prevention and Tobacco Control Act (Tobacco Control Act)." According to the FDA, this bold new action is necessary because: "Ensuring compliance with the law is critical to FDA’s mission to protect public health."

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