The Trump administration issued a policy Friday that could allow major tobacco companies to begin selling flavored e-cigarettes, delivering a win to top donors after a year of paring back federal tobacco-control efforts. The guidance was announced hours after President Trump reportedly approved a plan to fire FDA Commissioner Dr. Marty Makary, who had resisted allowing flavored vapes for months over concerns about their appeal to young people.

The new approach would let Reynolds American, Altria and Juul stock flavored products in gas stations and convenience stores—something they've been barred from doing. The $6 billion e-cigarette market has been dominated by illicit products in candy and fruit flavors. The FDA plans to use "enforcement discretion" to sidestep its normal approval process, which has only cleared a few dozen items from over 25 million applications.

Former FDA tobacco chief Mitch Zeller called the plan "a gift to companies that are eligible" while allowing illegal products to remain on the market. Dr. Makary had blocked flavored vape approvals despite months of White House pressure, with his deputy in February delaying authorization of mango- and blueberry-flavored vapes. Rates of adolescent vaping have fallen steadily in recent years, though public-health experts view e-cigarettes as a tool to help the roughly 28 million Americans who smoke cigarettes transition to less harmful products.