The vast majority of adults in the US would like cigarettes to contain less nicotine - including 81 percent of smokers.
That's music to the Food and Drug Administration's (FDA) ears, since in March it proposed a new rule to limit nicotine in combustible cigarettes to 'non-addictive' levels.
As of 2017, over 34 million US adults smoked, but nearly 70 percent of them would like to quit.
Nicotine may not be the most harmful cigarette ingredient to overall health, but it is the one responsible for the addictive quality of tobacco, and the FDA hopes that by drawing a hard limit on it, 8.5 million lives can be saved by 2100.
The FDA is considering putting a cap on nicotine in combustible cigarettes to keep the ingredient to 'non-addictive' levels - and over 80 percent of never, current and former US smokers support lowering its content
Smoking's lethal effects and public health campaigns against cigarettes have brought smoking rates to a record low.
'We have made considerable progress in reducing cigarette smoking over the past half century through the implementation of proven, population-based strategies,' said Dr Brian King, deputy director for research translation in CDC’s Office on Smoking and Health.
Yet regulation of tobacco products in the US is loose and permissive compared to most peer nations.
The Food and Drug Administration oversees and instructs what ingredients can be included in a US cigarette, how it is made, labelled and sold.
But it stops short of prescribing how much nicotine, sugar, ammonia, tobacco or other ingredients can be in cigarette sold in the US.
The result is a broad range of nicotine levels from cigarette to cigarette.
At the very lowest end of the spectrum, according to a 2017 report, are Doral cigarettes which contain 7.6 mg of nicotine.
Newports, on the other hand, contained a whopping 13.4 mg of nicotine.
The FDA wants to level the playing field, regulating nicotine levels for both combustible and electronic