Investing.com -- President Donald Trump is intensifying pressure on Food and Drug Administration Commissioner Marty Makary to reverse current agency policy and authorize flavored nicotine products. According to the Wall Street Journal, citing people familiar with the matter, the president admonished the commissioner over the weekend for failing to move quickly enough on a core administration agenda.

Financial markets responded immediately to the prospect of a regulatory thaw for the embattled nicotine sector. Following the report, shares of Turning Point Brands Inc (NYSE: TPB) rose 3.2% and British American Tobacco PLC ADR (NYSE: BTI) gained 1.7%, while Philip Morris International Inc (NYSE: PM) and Altria Group (NYSE: MO) pared earlier losses.

The friction reached a peak during a series of calls from Florida and meetings at the White House on Monday. During these sessions, Trump reportedly consulted advisers regarding Makary’s performance and the specific importance of flavored vaping products to young MAGA voters.

White House aides have described the commissioner as a significant obstacle to the president’s pro-vaping policy goals. These advisers noted that Makary previously bucked administration preferences by refusing to approve menthol, mango, and blueberry flavors from Los Angeles manufacturer Glas.

The two men have since discussed a potential change in course, though it remains unclear if a final decision has been made. Some sources indicated that Makary is weighing becoming more open to flavor approvals despite his long-standing concerns regarding public health.

The commissioner’s past hesitation has been rooted in the risk that fruit and candy flavors could uniquely appeal to children. He has historically sought to avoid authorization for any products that might exacerbate youth nicotine addiction rates.

This push marks a sharp pivot from Trump’s first term, which saw a crackdown on flavored products following a boom in teen e-cigarette use. During his 2024 campaign, however, the president promised to “save vaping,” framing the industry as a priority for his second administration.

The FDA has maintained a restrictive stance for years, generally limiting authorizations to tobacco and menthol flavors. This conservative approach has persisted across administrations, leaving the majority of the flavored market in a state of regulatory limbo.

Beyond the vaping dispute, Makary is reportedly on thin ice due to separate frustrations regarding drug approvals. The commissioner continues to face criticism from within the administration over the agency’s recent rejections of rare-disease treatments.

In an effort to stabilize his standing, Makary has recently attempted to repair relationships with key figures in the pharmaceutical industry. These outreach efforts come as the White House signals growing impatience with the agency's overall pace and direction.

For investors, a shift in FDA policy would represent a tectonic move for the valuation of legacy tobacco and specialized vaping firms. Observers suggest that official authorization of fruit and dessert flavors could unlock a significant revenue stream that has been suppressed by years of federal enforcement.