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Where Did It All Go So Wrong for Juul?

  • September 17, 2021

“My lungs literally feel like they’re turning to a crisp,” she said. “I can’t explain it — it just hurts so bad.”

In “Move Fast and Vape Things,” a new documentary by The New York Times on FX and Hulu, you’ll hear from public health experts, including Scott Gottlieb, the former head of the Food and Drug Administration, who blames Juul for causing a youth vaping crisis. And some of the advertising and marketing executives who helped make e-cigarettes so appealing to young customers like Franklin now say that the ambivalence they felt before has become full-blown regret.

“Your first instinct is to say: ‘Wow, it’s successful. People are using it,’” Erica Halverson, a former Juul marketing manager, said. “At the other instinct, it’s like, ‘Oh crap, the wrong people are using it.’”

Watch how a company founded with the intention of loosening Big Tobacco’s grip on smokers began following in the footsteps of cigarette makers, leading to a health crisis that ensnared millions of American teenagers.

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