I just haven't been Following this very closely. So I can't really Comment on it.
"The FDA issued the guidelines to help clarify what changes require regulatory approval under the 2009 tobacco Control Act.
But the tobacco companies said the FDA’s authority to regulate labeling was limited to products that claim to reduce tobacco-related harm or other circumstances addressed by formal rulemaking.
The guidelines go far beyond that authority, the plaintiffs said, by requiring FDA authorization to make any labeling changes that would render a product already on the market “distinct,” like a name change."
I do know that the FDA and BT have a Long History of going back and forth on Issues. And that the Lawyers who fight for Either side are probably on a First Name Bases with their respective Counterparts.