There's a huge difference between the tobacco industry and the e-cig industry.
The vast majority of e-cig vendors are simply distributors. They buy the stuff from China, add their own labels to the products and mix the chemicals to sell them to the public. They typically make money from the margins they make in buying the goods wholesale. They aren't represented by any trade federation nor are they likely to have the money to do so.
The pharmaceuticals see them as a huge threat. They have the financial clout to fund biased research, fund health organisations and lobby governments.
If nicotine is the problem then why aren't we seeing the same proposals for more traditional nicotine replacement products (like inhalers)? I think you'll find that the name on the label has more effect on regulations than any health concerns.