Two large tobacco companies are fighting to protect the e-cigarette industry. CEOs from Reynolds American and Lorillard are urging U.S. health officials to move more quickly on regulating them, saying the lack of clear rules makes it harder for smokers to switch to the less-hazardous product. Both companies want the U.S. Food and Drug Administration to establish guidelines for the industry to prevent jeopardizing potential health benefits from converting smokers to the newer technology. E-cigs are advertised as a healthier alternative to traditional cigarettes because they emit vapor rather than tar, ash and smoke. Although local and federal officials say the health effects of the vapor aren't fully known, tobacco companies still have an interest in making sure the e-cigarette industry is regulated.