Juul’s Convenient Smoke Screen

January 11, 2019

(The New York Times) – But in Juul’s case, revisionist history is particularly important, because the way Juul markets itself is central to the question of how it should be treated. Many consumers, investors and ethical technologists would rightly shun a company that knowingly targeted minors with harmful products, and cleaned up its act only after public pressure. But if you believe that Juul had a noble anti-cigarette mission all along, it’s easier to excuse its missteps as the product of innocent naïveté. Unfortunately for Juul, plenty of evidence suggests that the company didn’t always take its public health agenda so seriously.

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