Big Tobacco asks regulator to convince people nicotine isnât that bad Weâre sorry, this service is currently unavailable. Please try again later. Dismiss By Tiffany Kary Save Normal text size Advertisement Marlboro cigarettes maker Altria Group wants to enlist an unlikely partner in convincing consumers that nicotine isnât as bad as they think - its regulator. The company asked the US Food and Drug Administration to tackle misperceptions about nicotine as part of a proposed $US100 million ($130 million) advertising campaign to reduce the harm caused by tobacco, according to a letter seen by Bloomberg News. That could be difficult with about three-fourths of US adults incorrectly believing nicotine causes cancer, Altria said in the communication, citing government research. Clearing up the drugâs health risks will be key to the agency reducing smoking because it will help convince cigarette users to switch to non-combustible options for nicotine, the company said.