The move by the FDA to adopt new strategies, such as raising tobacco cigarette prices and limiting nicotine levels, may have some support from what is happening in New Zealand after the excise duty on tobacco cigarettes was raised. Nicotine-containing e-liquids are illegal in that country. Consequently, the hike in cigarette prices caused more interest in nicotine-free e-cigarettes. Leading supermarkets have even added e-cigs to their shelves to meet this growing demand. US regulators can learn from these developments and go ahead with their plans to discourage people from smoking. The switch to vaping could have positive outcomes that exceed the projections of the regulators.