"Smoking is one of the clearest public-health failures of our time. More than 500,000 Americans still die each year from smoking-related illnesses, and globally the picture is even more alarming. In the United States, anti-smoking campaigns have reduced the number of new cigarette users, but the effectiveness of these measures may be fading. Indeed, the headline of a widely-shared news story notes "Celebrities Are Making Smoking Cigarettes Cool Again". Yikes."
"That is one reason James Monsees and Adam Bowen founded the vape company JUUL Labs, as a potentially less harmful alternative for adult smokers. But a mix of regulatory missteps by a hostile FDA and market loopholes opened the door to a wave of counterfeit and bootleg vapes, often imported from China, sold in local stores, highly addictive, and completely unregulated. Many people became sick from using vapes with unknown ingredients."
"I was a tobacco user who became addicted to vaping. I tried everything to quit and cut down my nicotine use. Eventually, I discovered Swedish-style white pouches. That experience led me to create Sesh+, a premium, tobacco-free nicotine pouch made with transparent ingredients. It has been life-changing for me personally: I haven't picked up a vape since switching to pouches. In Sweden, where oral nicotine products have been widely used for decades, smoking rates are among the lowest in Europe."
Smoking causes hundreds of thousands of deaths annually in the United States and poses a larger global burden. Anti-smoking campaigns reduced new cigarette users, but their effectiveness may be waning as cultural trends and international scenes keep cigarettes visible. JUUL Labs aimed to offer a less harmful option for adult smokers, but regulatory missteps and market loopholes led to a surge of counterfeit, addictive, and unregulated vapes that caused illness and youth uptake. A switch to Swedish-style, tobacco-free nicotine pouches helped one former vaper quit vaping, and widespread oral nicotine use in Sweden correlates with low smoking rates.
Read at Fortune
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