We Hereby Excommunicate JUUL Labs

(Editor's Note:  Twenty-One Debunked has never been affiliated in any way, shape or form with JUUL Labs or any other vaping, tobacco, alcohol, or cannabis company.  And we never will be, either.)

Dear JUUL Labs,

Since you were founded in 2015 as a spinoff from Pax Labs, you have always presented yourselves, at least publicly, as the underdog saving the world in the fight against the evil Big Tobacco.  Little did America know that you were about to pull the wool over everyone's eyes and make fools, and then cynics, of us all.

Why do we hate thee, JUUL?  Let us count the ways:

• You loudly proclaimed yourselves as the enemy of Big Tobacco, but you began to copy their playbook awfully quickly in terms of advertising to young people and cynically attempting to implement your own "anti-vaping" progams in schools. (You claimed that was just an oversight.)
• You chose a much higher nicotine level for your products than other vape brands, by far.  That was most likely to try to edge out the competition, and it worked--at the expense of a new generation of nicotine addicts, that is.
• You lowered your nicotine content when selling in the European Union and Israel (who by law set the maximum allowable nicotine content of vape products much lower than the American version of your products), but curiously still do not offer such reduced-nicotine products in the USA, or any nicotine-free products.
• Until very recently, you failed to adequately warn users that your products contain nicotine and are addictive.  Many young people did not even know that all JUULs contain nicotine, let alone such a high level of it.
• When the FDA finally blew the whistle on you, you responded in the most cowardly way possible.  You decided to throw young adults under the bus by calling for the age limit for vaping products to be raised from 18 to 21, and you banned 18-20 year olds from your website.  And you still made no significant changes to your highly-addictive products, save for the removal of a few flavors.
• And worst of all, you literally SOLD OUT to Altria Group (aka Philip Morris), whose name is literally synonymous with Big Tobacco.  You know, the evil industry you once claimed to be fighting against?  Your deal with the devil may have made you richer and bought you some temporary protection, but everything comes with a price, and your day will come very soon.

Thus, in light of the above grievances, we hereby excommunicate you.  Here is your bell, book, and candle, you cowardly quislings.  Now go take your crack nicotine and shove it!

About That Tobacco Endgame Strategy

With all the fanfare about the FDA's crackdown on vaping, and then menthol cigarettes on the horizon as well, they have also been quietly mulling over another initiative since at least July 2017 if not earlier:  reducing the nicotine content of manufactured combustible cigarettes to a minimally addictive or non-addictive level.  This is something that Twenty-One Debunked has long discussed, and has generally supported, since 2013.  And it truly has the potential to be a game-changer.

However, Twenty-One Debunked also feels that there is a right way to do so, as well one or more wrong ways to do so.  Currently, as several anti-smoking groups caught wind of the FDA's still-tentative proposal, they have been making recommendations on how to do it--mostly in the direction of the wrong ways.  As for the right way, Twenty-One Debunked recommends the following:

• Phase the nicotine content limit down to 0.4 mg/g gradually rather than immediately, over of a period of at least one year but no more than five years.
• If decided to implement in a single step, have a delay of at least six months to a year between finalization of the rule and the effective date.
• Allow existing non-compliant inventories to be sold, applying the nicotine limits only to products manufactured or imported after the effective date of such limits.
• Exempt large cigars, defined by size or weight of tobacco, as well as pipe tobacco (which can be defined as having an alkaline pH that is a bit harder to inhale).  While still addictive and harmful, the tobacco epidemic is not driven by these products.
• And of course, exempt smokeless tobacco.
• For vape products, cap nicotine levels at current European and Israeli levels (but no lower).  Note that nearly all brands, with the notable exception of JUUL, would already be compliant.
• And of course, DO NOT raise the age limit for any of these products any higher than 18.  Ever.  Period. 

Why?  Because any quicker or stricter than the above would be practically begging for a black market and its attendant externalities, and can backfire royally.  And we really need that like a hole in the head.

Rather, we should think of manufactured combustible cigarettes and little cigars the same way we did with A19 incandescent lightbulbs effective 2014.  Did we really end up missing those?  Was there ever a black market for those?  Gee, I wonder why.   And now, four years later, the cost of LED bulbs has plummeted so much, to the tune of 90%, that they are now available in Dollar Tree and similar dollar stores.

Gradually and gingerly is the best way to do it.  And any fears of harmful compensatory behavior (i.e. puffing harder and deeper, and/or smoking more cigarettes) during the relatively brief phasedown period can be rendered moot by simply raising the federal cigarette tax a bit again, if we must.

Food for thought indeed.

Has the Tobacco 21 Movement Already Crested?

The ignoble experiment to raise the legal drinking age to 21 in the 1980s has generated much controversy despite the political and media pseudo-consensus favoring it, and we at Twenty-One Debunked have, well, debunked it time and again.  Of course, the data from the 1970s and 1980s on which nearly all drinking age studies are based are now quite outdated, as the USA is almost a completely different country now.  So what if there was a way to re-run this same natural experiment today?

Well, it turns out that there is, albeit with a different psychoactive substance:  Tobacco 21 laws have proliferated since 2012 and especially since 2015, mostly at the local level but increasingly at the state level as well (with Massachusetts being the most recent one to do so).  And what were the results?  A big nothing in terms of teen smoking rates, basically.  There has been essentially no hard evidence that there was any sort of correlation between a state's or locality's tobacco age limit vs. their teen smoking (or vaping) rate, period, regardless of whether it was 18 or 21 (or, less commonly, 19).  Thus, raising the age limit from 18 to 21 has been an unnecessarily ageist endeavor, and one can thus easily extrapolate these results to alcohol and cannabis going forward as well.

True, from 2013 to 2017, there was a massive drop in teen and young adult smoking.  But that was more likely due to the explosion of vaping during that time than any other factor, and happened in states in localities that kept their age limits at 18 all along as well as those who raised them.  Which, by the way, also debunks the laughable idea that vaping is somehow a "gateway" to combustible cigarettes--if anything, raising the age limit for e-cigarettes/vapes may even steer young people back towards combustible cigarettes according to some studies.

As for Chicago's supposed success story in terms of reduced smoking rates in the first year after hiking their age limit to 21 in 2016, note that Chicago also recently hiked their cigarette tax as well, to make their cigarettes some of the most expensive in the nation.  Pennsylvania also hiked their own cigarette tax while leaving their age limit at 18, and if anything Philadelphia has seen more progress in reducing teen smoking than Chicago from 2013-2017 according to the YRBSS.  Thus, no causal link has been proven.

And while the Tobacco 21 movement luurrrves to gloat about their very first victory in the Boston suburb of Needham, MA, they conveniently ignore another Boston suburb, Cohasset, where teen tobacco use actually increased in the year following enactment of their own local Tobacco 21 law.

Some may dismiss the relevance of tobacco age limits to alcohol (or cannabis), of course, but keep in mind that just a few years ago, Tobacco 21 advocates actually predicted that raising the age limit for tobacco to 21 would be more effective that raising the drinking age to 21 was in the 1980s.  Tobacco is far more addictive, which in economic terms means that while the short-run elasticity is lower than for alcohol (or cannabis), the long-run elasticity is higher than for these other substances.  And easy access to a daily or almost daily source is thought to be far more important for tobacco as well.  Thus, the failure of Tobacco 21 laws to have any meaningful impact on teen and young adult smoking rates would also apply a fortiori to alcohol and cannabis as well.

The Tobacco 21 movement now seems to be running out of steam, as their initial euphoria pinned on irrational exuberance is fading fast.  This year, only one state raised their smoking age to 21, compared with three states last year and two states in 2016, and fewer localities have changed their laws this year as well.  The momentum is almost completely gone now.

And the fact that Big Tobacco has now recently jumped on the Tobacco 21 bandwagon (yes, really), after at least feigning opposition at first, shows that the movement has jumped the proverbial shark, and is now tainted as well.  Strike three, yer out!

2018 is almost over, and the current 2010s decade is also almost over as well.  Let this be the time now to flush the idea of the 21 age limit (for any age-resticted product) down the toilet for good with all of the other dumb things from this despicable decade.

FDA and New York Take Aim at Flavored Vapes

After much saber-rattling with JUUL and other leading vape manufacturers, the FDA now plans to ban the sale of most flavored vape products (except mint and menthol) in retail stores and gas stations to reduce availability to young people.   Flavored vapes would only be allowed to be sold in vape shops and tobacco shops, and online sites with strict age verification measures.  New York State plans to go even further, banning the sale of flavored vapes entirely, much like San Francisco has already done.

Oh, and the FDA also apparently wants to ban menthol combustible cigarettes as well, because they are believed to be harder to quit than non-menthols (though that is probably due to their generally higher nicotine content, the harsher taste of which is masked by the menthol).  All other flavors have already been banned as of 2009.  This particular ban, however, will likely take much longer to finalize and longer still before it is actually enforced.

Twenty-One Debunked has mixed feelings about these bans.  On the one hand, they are in some ways still better than hiking the age limit to 21, and there is some truth to the idea that fruity flavors may make nicotine-containing vapes seem more benign than they actually are, increasing the likelihood of accidental addiction among young people.  On the other hand, these bans, though modest, can also be a slippery slope and even perhaps a boon to Big Tobacco.  So while we do not oppose these bans, we are still a bit wary about them nonetheless.

What would probably have the largest effect in terms of reducing the number of young people getting hooked on vaping is capping the maximum allowable nicotine content of vape products down to European and Israeli levels.  Over there, JUUL reduced their nicotine content so they can be sold in those markets, and such products remain effective smoking cessation devices with a somewhat lower likelihood of accidental addiction happening quickly  among young experimenters.  Meanwhile, in the USA, there is a joke that the unusually high-nicotine JUUL products sold here are kinda like the horror film The Ring: you will get hooked in seven days.  Not really far off the mark.

The best thing to stop the "epidemic" of teen vaping, of course, is to stop fanning the flames of moral panic.  After such modest bans like the ones discussed above are in place, hopefully the mainstream media will finally STFU about this supposed "epidemic".

UPDATE:  On November 13, 2018, JUUL announced that they will no longer restock any orders to retailers for any flavored vape pods other than tobacco or menthol, and will only continue selling them online to people 21 and older, and will also end all social media promotions as well.  So it looks like 18-20 year old vapers who prefer such flavors will need to stock up very fast at their local stores before they run out.

And as of November 15, the FDA will go ahead and pursue the aforementioned regulations.  The new regulations may not be fully implemented for months in the case of flavored vapes, and years in the case of menthol combustible cigarettes, but are essentially a foregone conclusion now.  Flavored vapes, except for mint, menthol, and tobacco, will only be sold in stores that do not allow people under 18 to enter or have separate sections that disallow people under 18. 

Thus, in their zeal to pre-empt regulators, it looks like JUUL is being unnecessarily ageist towards 18-20 year olds.  And why can't JUUL just offer a nicotine-free option for pods, and reduce their sky-high nicotine content in their current ones to European levels?

Guess Who Now Openly Supports Tobacco 21 Laws? Go On, Guess...

Tobacco 21 laws, or laws that raise the age limit to buy tobacco products to 21, are unfortunately gaining popularity as a sort of "feel good" measure despite the relative dearth of evidence backing them up.  Well, now we can add a new name to the list of supporters:  Philip Morris Altria Group.  That's right, a company whose former name is literally synonymous with Big Tobacco now supports, whether grudgingly or otherwise, a smoking age of 21 (even at the federal level) despite at least feigning opposition just a few years ago followed by awkward silence on the topic.

So why the sudden turnaround?  Probably a cynical combination of public relations as well as the realization that raising the smoking age to 21 (compared to 18) in several states and localities did NOT really end up hurting their bottom lines after all.  And even more cynically, they can perhaps now leverage the arguably enhanced forbidden fruit effect to their own benefit, all while patting themselves on the back for their "corporate social responsibility".

(RALPH!)

You know, kinda like they did all along (to one degree or another) when the age limit was 18, and like the alcohol industry has done with the 21 drinking age.  Put up a public fight at first, take a dive, stay quiet for a few years, then publicly support the new laws while leveraging them (and simultaneously fighting against higher taxes or any new regulations).  Quislings.

Thus, it is safe to say that our cynicism is now fully maxed out.  And that really says something indeed.