Problem/Objective: The legislation to provide the U.S. Federal Drug Administration (FDA) with the authority to regulate tobacco products has inspired robust debate within the tobacco control community. Many believe it is the best opportunity to reign in the tobacco industry and gain control over marketing practices and product design processes. Others believe far too much is being sacrificed to gain some level of industry control. Regardless of the merit, the FDA legislation (if passed) will impact comprehensive tobacco control programs. The presentation will discuss identified opportunities and barriers for comprehensive tobacco control programs, particularly in the area of tobacco advertising.

Methods: Compare and contrast nationally and internationally acknowledged tobacco control program guidelines and protocols from NACCHO, CDC, the WHO Framework Convention on Tobacco Control, and California's social norm change strategy, with the provisions of the FDA legislation.

Results: FDA legislation will likely establish a floor of important, necessary, and reasonable tobacco control policies and product design protections that government and advocates have been working for decades to achieve.

Conclusions: FDA authority may provide a significant tool to monitor the tobacco industry. However, any perception at the national, state, or local level that it, in and of itself, will solve the tobacco problem will likely result in little change in national adult and youth smoking prevalence and corresponding improvements in health outcomes (e.g., less lung cancer and heart disease). The future of tobacco control innovation is likely still dependent on the actions of government programs and advocates taken at the state and local level.