I helped Mitch Zeller draft and advocate the original FDA tobacco regulations in 1994/95 that was struck down by the SCOTUS in 2000, which is now known as the 1996 Rule in the FSPTCA at
FR Doc 2010-6087
Since around 2002, Mitch has worked as a lobbyist for GlaxoSmithKline (via Pinney Associates) demonizing smokefree tobacco products and companies, while promoting very similar NRT products as life saving medicine.
Mitch is a very smart, he's a lawyer by training, and he fully understands the relative and comparable risks of different tobacco products.
But while Mitch has readily acknowledged that smokeless tobacco (and all other noncombusitble tobacco products) are less hazardous than cigarettes, his power point slides deceptively showed smokeless tobacco products as being about half the risk of cigarettes (when the scientific evidence indicates that they are 99% less hazardous than cigarettes).
Here"s a 2011 presentation by Mitch Zeller
DCARE 2011 - FDA Regulation of Tobacco products - YouTube