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Dr. Brian King, Director of FDA’s Center for Tobacco Products SUMMARY: The FDA is taking a comprehensive and inclusive approach to tobacco regulation, with a focus on health equity, transparency, and harm reduction, while prioritizing compliance, education, and the authorization of lower risk alternative products. TIMESTAMPS: 00:00 Dr. Brian King discusses the evolution of the strategic plan, including a pause due to youth e-cigarette use, and the comprehensive and inclusive approach taken to develop and release the new plan in December 2023. 06:36 Dr. Brian King discusses the five goals related to tobacco regulations, product application review, compliance, and understanding of the risks associated with tobacco product use, with a focus on health equity and transparency. 12:00 The FDA's current priorities for tobacco regulations include product standards, rules around Menthol and flavored cigars, and the nicotine standard, with a focus on harm reduction and public health impact. 19:20 The FDA is focused on ensuring a scientifically defensible process for reviewing tobacco product applications, issuing decisions based on science, and collaborating with other federal agencies to address compliance in the evolving marketplace. 24:51 The FDA is taking strong actions against non-compliance with tobacco regulations, targeting manufacturers and retailers, particularly focusing on youth appealing products and collaborating with other agencies to enforce authorities and educate users. 31:06 Dr. Brian King discusses efforts to target ads to youth, provide vaping prevention education, and collaborate with NIH, emphasizing the importance of data-driven messaging and operational excellence. 37:43 FDA is focusing on education, hiring new staff, and creating new positions, while emphasizing transparency, engagement, and the importance of authorized products in helping people transition to lower risk options. 47:28 The FDA is focused on enhancing volume for repeat offenders and maximizing the finding ability in behavioral science, while also prioritizing the authorization of flavored lower risk alternative products and reviewing applications within a 100-day statutory deadline.