If/when FDA restricts advertisements/sponsorships/promotions for e-cigarettes, the e-cigarette companies/products that have the largest market share will benefit far more than smaller e-cig companies (presuming FDA doesn't ban any e-cigarette products that are on the market).
A key reason why Philip Morris endorsed FDA
tobacco regulation in 2001/2002, why PM negotiated and agreed to the text of the FSPTCA with CTFK/Waxman/Kennedy in 2003/2004, and why PM (now Altria) lobbied Congress to enact the FSPTCA until it was signed into law by Obama in 2009 was because PM had (and still has) more than half of the cigarette market share.
PM knew that the FSPTCA's restrictions on advertising, sponsorships and promotions (and the 1998 MSA's very similar marketing restrictions) would help protect PM's huge cigarette market share from advertising, sponsorship and promotion campaigns by competitive cigarette brands (and by competitive smokeless tobacco products).
That's why all e-cigarette companies should be investing in aggressive marketing campaigns to increase their volume sales and market share now (before FDA bans or resticts various types of marketing).
