Big news for the electronic cigarette industry this week, as the Food and Drug Administration opted to delay regulations that would have removed many e-cigarette products from the market. It also allows manufacturers to pursue endorsements of e-cigs as a way to get people to quit smoking.

FDA commissioner Scott Gottlieb announced teh delay as part of a broader plan by the agency to cut down on deaths from tobacco use int eh country. Currently, 480,000 people die every year from tobacco-related causes. Part of the strategy will involve getting makers to cigarettes to cut down on nicotine.

Gottlieb told reporters that the FDA will encourage companies that make e-cigarettes to have a conversation with the FDA about getting approval of their products as a smoking cessation aid. It’s a controversial stance, as many public health officials warn that the devices could be a gateway to tobacco use, and their safety is unproven.

“Tobacco use remains the leading cause of preventable disease and death in the United States,” Gottlieb said in remarks printed on the FDA’s website. “But much has changed in the landscape of tobacco product regulation and FDA’s ability to address this public health crisis.

“For one, FDA has significant new regulatory authorities. When I last served, FDA lacked the authority to regulate tobacco products as traditionally marketed. Since that time, our statute has been amended to include an entire chapter of new authorities. And FDA has stood up a new Center for Tobacco Products that already has a number of important accomplishments.”