For the first time in history The US Food and Drug Administration (FDA) is seeking to limit nicotine content in tobacco products.
On Friday last week the policy announced it has a goal of cutting back on nicotine levels in order to discourage addiction and lower the number of US smokers.
The FDA says tobacco is responsible for 480,000 American deaths each year, and $300bn (£228bn) in medical costs.
On the back of this news on Friday, the two UK tobacco Majors have continued to fall today.
As of 10:24am Imperial Brands is currently trading down c.3.94% at c.3185.00p
As of 10:24am British American Tobacco is currently trading down c.2.59% at c.34832.00p