British American Tobacco’s CEO predicts that a potential U.S. ban on some disposable vapes could reduce the unregulated e-cigarette market by up to a third. Unregulated devices currently make up 70% of U.S. e-cigarette sales, impacting both vape and traditional tobacco businesses. BAT has active cases seeking to block imports of these devices.

An ITC judge ruled in BAT’s favor in a patent dispute, recommending a general exclusion order to block infringing disposable vapes. BAT expects a full ITC determination in March, followed by a 60-day presidential review. CEO Tadeu Marroco anticipates a significant impact on the market, potentially dropping sales to below 50% or by a third.

Marroco warns of potential delays in the impact of a ban, due to the long U.S. supply chain and large inventories. He suggests a material impact may not be felt until early next year, even with ITC support. He also speculates on the possibility of the FDA launching a new programme to test a different approach to vapes, including flavored options.

The FDA has previously rejected many new nicotine product applications but is now looking to streamline its processes. BAT remains vigilant as they await further developments in the regulatory landscape for e-cigarettes.

Read more at Yahoo Finance: US import block on vapes could cut illegal sales by a third, BAT says