I Really Hate Juul

There are objectively worse companies in the world than Juul, but few that flatly infuriate me as much. Here’s the sick-making ad they’ve been running around the country lately:

The crocodile tears on display here are enough to drown all of Silicon Valley. Practically everything about Juul from the ground up was designed to appeal to teens. The flavors. The design. The packaging. The “adults only” schtick. Everything. As a result, half the high schools in America are buried under an avalanche of Juulers, and Juul is so profitable that even tobacco companies are envious.

Juul’s goal of creating a new addiction for a new generation is obvious to everyone. They don’t have to literally create their own version of Joe Camel to make that clear. But the ghouls behind Juul continue to throw up their hands and declare themselves mystified. Why, they just wanted to do the world a service by helping adults kick the habit. They’re as aghast as any of us that teens have taken to it.

I’d love to see everyone associated with Juul bankrupted, but in the meantime I’ll settle for banning the worst of their products if the Trump administration actually follows through on its promise today:

Trump administration officials said on Wednesday that they would ban the sale of most flavored e-cigarettes, at a time when hundreds of people have been sickened by mysterious lung illnesses and teenage vaping continues to rise.

Sitting in the Oval Office with Alex M. Azar II, the secretary of Health and Human Services, and Dr. Ned Sharpless, the acting Food and Drug Administration commissioner, President Trump acknowledged that there was a vaping problem, and said, “We’re going to have to do something about it.”

Mr. Azar said that the F.D.A. would outline a plan within the coming weeks for removing most flavored e-cigarettes from the market.

It’s a start.

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We didn't know what to expect when we told you we needed to raise $400,000 before our fiscal year closed on June 30, and we're thrilled to report that our incredible community of readers contributed some $415,000 to help us keep charging as hard as we can during this crazy year.

You just sent an incredible message: that quality journalism doesn't have to answer to advertisers, billionaires, or hedge funds; that newsrooms can eke out an existence thanks primarily to the generosity of its readers. That's so powerful. Especially during what's been called a "media extinction event" when those looking to make a profit from the news pull back, the Mother Jones community steps in.

The months and years ahead won't be easy. Far from it. But there's no one we'd rather face the big challenges with than you, our committed and passionate readers, and our team of fearless reporters who show up every day.

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