A new anti-smoking plan being considered by health officials in the United States may have the unintended consequence of saving the tobacco industry, according to an alarming new report. The U.S. Food and Drug Administration proposal may help companies develop alternative tobacco products, allowing them to survive the death of tobacco and even thrive, the Associated Press reports.

The FDA is trying to drive down smoking and thus tobacco related deaths with a plan that would seek to cut nicotine levels in cigarettes to the point that they are no longer addictive, and allow lower-risk products like e-cigarettes that do not have the deadly carcinogens that traditional cigarettes have.

The FDA will start working on a major process that would attempt to control nicotine levels in tobacco products, and the agency will soon hold a meeting on a new product being offered by Philip Morris that could launch in just a few weeks. The product, called iQOS, resembles a pen and heats tobacco without burning it, which Philip Morris argues reduces exposure to tar.