Juul has been within the information nonstop since properly earlier than the top of final yr. Simply the day earlier than, I watched in disgust as members of Congress referred to as into query the efficacy of units like e-cigarettes and their function in serving to people who smoke stop conventional cigarettes. 

I entered right into a state of psychological preparedness for the second day of testimony. This portion of the listening to featured precise executives from Juul Labs to supply testimony associated to the youth vaping epidemic and the corporate’s alleged function in propagating it. 

U.S. Rep. Raja Krishnamoorthi, D-Illinois, the chairman of the Financial and Client Coverage Subcommittee beneath the Home Committee on Oversight and Reform, opened the second day of testimony by pontificating on the corporate’s communication methods and advertising and marketing approaches. 

This shortly set the tone for the listening to, that includes two witnesses from Juul Labs and one from the tobacco management foyer. 

On the primary day of the committee listening to, nearly all of the specialists, activists, and witnesses that spoke have been overtly anti-vaping. Grassroots group Mother and father In opposition to Vaping E-cigarettes (PAVE) and anti-vaping researchers spoke on how “Massive Tobacco 2.0” instantly targets youth. On the opposing facet was a lone researcher, Dr. Raymond Niaura of New York College’s Faculty of World Public Well being. 

Niaura spoke on the truth that whereas vaping amongst youth is an issue that must be addressed, the charges of vaping weren’t as prevalent as insinuated by Congress and public well being regulators such because the FDA.

“Whereas a rise in use is of concern, we have been relieved to see that our evaluation confirmed that the majority adolescent vaping was occasional and that the majority common use was concentrated in adolescents who had already been people who smoke,” Niaura, a revered researcher, testified. “We discovered that about three-quarters of vapers reported utilizing different tobacco merchandise, equivalent to cigarettes. A lot of the enhance in vaping, due to this fact, was seen in youth who have been already utilizing different tobacco merchandise.”

The primary day grew to become additional divisive when anti-vaping activists referred to as upon their very own kids to supply unsubstantiated claims that Juul representatives talking about youth vaping prevention referred to as their merchandise completely secure with out supervision from academics and their college’s directors. 

Testimony from these youth is the one substantive statements concerning these claims. For those who leap to the second day of testimony, this was some extent of argument for the Democrats. 

For Juul on the second day, co-founder and chief product officer James Monsees and chief administrative officer Ashley Gould spoke on behalf of the corporate. Suprinsginly, CEO Kevin Burns was not current on the second day of testimony. Throughout his panel testimony, Monsees alluded to the truth that Burns was not invited to testify saying that the corporate chief has a greater “pulse” on the assorted capabilities of the dynamic firm. 

I reached out to Juul spokesperson Ted Kwong to substantiate this; nevertheless, no response was supplied.

Monsees was the primary to testify on the second day. He fielded questions from each Republican and Democratic members starting from the origins of the corporate to the perceived youth-targeted advertising and marketing practices the corporate adopted as a way to focus on authorized customers.

For a lot of his questioning, Democrats supplied loaded questions that the top of the product improvement efforts for the corporate won’t be privy too. I point out this as a result of it’s important to stipulate the therapy of Monsees, particularly. Monsees, the previous CEO of the corporate, was round throughout the time of the Democrats’ accusations being a founder. Nevertheless, no individual would anticipate a product designer to be absolutely conscious of his firm’s authorities relations and public coverage efforts after Burns took over as CEO. That didn’t cease the loaded questions.

Monsees concluded his testimony upon a short break that allowed for the transition to a brand new set of witnesses.

Matthew Myers, the president of the Marketing campaign for Tobacco-Free Children, testified to the subcommittee that firms like Juul can’t be trusted because of the interesting nature of their merchandise to youth. 

“We’re previous the time once we ought to belief a cigarette firm or an e-cigarette firm to behave responsibly and in a means that advantages public well being,” Myers testified.

His remarks communicate to the narrative that the Democrats on the committee supported throughout the listening to. Such an outline focuses on how Juul has replicated the methods of huge tobacco firms in making an attempt to market to unlawful shopper courses instantly. 

Juul’s Gould confronted simultaneous questioning with Myers. Initially, it was my understanding that Gould and Monsees have been going to testify collectively. This was not the case, given the truth that Myers was utilized by Democrats as an apologetic collaborator to grill Gould on subjects that she was not conscious of, not part of the corporate on the time to talk to, or already repeatedly acknowledged in prior responses.

Republican Rep. Mark Meadows, R-North Carolina, famous that the corporate has supplied over 180,000 pages of paperwork to the subcommittee to overview. 

Whereas I’m paraphrasing, the conservative lawmaker famous that this was unprecedented cooperation from a personal agency ordered to look earlier than such a committee.

Meadows, with Rating Member Michael Cloud, R-Texas, and the entire members of the subcommittee, nonetheless, presided over a listening to that speaks to the incorrect notion of the vaping business.

Whereas the Republicans on the committee have been clearly sympathetic to Juul and the vaping business, I consider that they didn’t provide the protection anticipated of people who find themselves apparently “pro-business.” Between the current but restricted help from the Republicans and the Democrats’ unbelievable grandstanding, the listening to was in no way constructive.


Gregory Conley, the president of the American Vaping Affiliation despatched me his reactions to the listening to. I’m posting them of their entirety to precisely mirror the frustration business advocates are coping with.

These are his feedback, unedited:

“Going into this week, it was readily obvious that this was going to be nothing greater than a sham listening to designed to offer Congressional Democrats a chance to insult and belittle JUUL and the whole vaping merchandise business. That’s precisely what this turned out to be.

“There was undoubtedly room for enchancment within the solutions JUUL gave or didn’t give to sure questions, however total I believe the 2 representatives did an excellent job coping with a extremely hostile committee. This business doesn’t have an awesome historical past with Congressional testimony, as might be seen in previous stumbles by NJOY and blu. Total I used to be very happy with JUUL’s robust protection of the product class and the general public well being advantages of grownup people who smoke switching to JUUL or different vaping merchandise.”