That's exactly what this story sounds like. I think that this is an ingenious idea on the part of Phillip Morris. Here's a great line from the article:
Philip Morris USA leads the push for FDA regulation, though it had fought such a move. Mike Szymanczyk, the company's chief executive, testified before a House Government Reform subcommittee that FDA oversight could more effectively enable Philip Morris to market two new products it is developing that could be less harmful to smokers than existing cigarettes. He stated that "it would not be ideal to begin to communicate to consumers about our new products' potential benefits in the absence of FDA legislation."
In other words, they want to make the FDA their marketing arm. Oddly enough this is exactly the thing that happens when the government starts excessively regulating things. It seems that the public will then only trust things regulated by the government and necessarily distrust everything not regulated by the government. This is the strange perversion that occurs in the nanny-state that has become modern America. Shame on us.