After the FDA announced a plan to address growing concerns about youth e-cigarette use, Morgan Stanley analyst Pamela Kaufman called the FDA's "harsh stance against the e-cig category" a positive development for U.S. tobacco names Altria (MO) and British American Tobacco (BTI). The threat of a potential expedited PMTA submission deadline and the removal of flavors could have significant negative implications for JUUL and would minimize its threat to combustible cigarettes, said Kaufman. The FDA's potential actions would also hurt tobacco companies' e-cig initiatives, but they are "well-equipped" and experienced in managing through heightened regulatory scrutiny, added the analyst, who believes that overall the FDA is "sending mixed messages" on its nicotine reduction agenda.