Brownstone Institute
The Great Game of Let’s Pretend
From the Brownstone Institute
Two nights ago was supposed to be a night of reckoning and truth. The intrepid and independent journalist Tucker Carlson was to grill Donald Trump, who skipped the GOP debates because he is already the hands-down frontrunner and doesn’t want anything to do with conventional politics.
Tucker had spent the last three years on Fox correctly denouncing lockdowns, censorship, vaccine mandates, and medical segregation, plus the attacks on American liberty. He certainly knows what’s what. One might have supposed that the issues that tanked the Trump presidency and nearly the whole of American society and liberty would be front and center. Now was the time!
Oddly, none of it came up in his interview with Trump. The interview answered none of our questions about why Trump did what he did, which not only wrecked the American economy but arguably lost him the election. Even if you think the election was stolen, it was only through the mail-in ballots that the Covid controls unleashed. Tucker drilled down into none of this. It was as if 2020 did not happen at all.
The simultaneous GOP debate was even worse. Ron DeSantis started with a bang and spoke about lockdowns but the topic fizzled quickly. Following a flurry of pharma ads – indeed the entire event was funded by FDA-approved drug sales – the moderators briefly asked former vice president Mike Pence if he thought his administration bore any responsibility for learning loss because the Trump administration urged school closures.
Pence – who spent 2020 running cover for Anthony Fauci and Deborah Birx – wholly ignored the question and said something else. The topic was never revisited again.
There was not one word said about tech censorship, the millions displaced and harmed by vaccine mandates, the dictatorial reach of the administrative state, the vast flurry of litigation against everything and everybody, the mass loss of trust in government and media, the foundational attack on the Bill of Rights, or the very real threat that it could happen again.
On the same day as the debate, we already saw mask mandates being reimposed. But no one spoke about it.
You surely see what’s going on here. The biggest issues in American life, which everyone experienced with vast tragedy and death all around, and about which everyone knows, are suddenly too sensitive to bring up. It’s something of which multitudes are aware but because all official institutions were involved, all official institutions are quiet about it. As a result, the great reckoning we need for renewal is farther off than ever.
Meanwhile, we’ve got Robert F. Kennedy, Jr., out there on countless public interviews, as a presidential candidate, saying remarkable things like 1) the CIA in 1963 killed his uncle who was president, 2) the intelligence community works with Big Pharma on gain-of-function research to create and cure new killer viruses, 3) they germ-gamed the lockdowns since 2001, 4) the lockdowns of March 2020 was a coup d’etat against representative democracy, 5) right now we have industry-captured Deep-State agencies that are ruling America who have no regard whatsoever for the US Constitution or the idea of freedom.
He says all of this without any shyness and with a great deal with knowledge and detail. He provides the receipts. Indeed, he has written several books on these themes. People listen and think “Oh that’s very interesting” and go hear him speak, without any presumption that he stands any chance to be President despite his wild popularity because, essentially, the fix is in.
Biden has already been selected to get the nomination, which rather demonstrates RFK’s point. Meanwhile, I’ve never once heard any reporter or read any article that challenges him on any of the facts. It’s as if everyone knows that what he is saying is true but we cannot do anything about it anyway. So he is tolerated as a wayward eccentric from a noble lineage but best ignored if we know what’s good for us.
It’s a very strange time in American political history, no doubt. We have one line of thinking sweeping through the population – which is based on mass incredulity and fury – and then another which is a veneer of normalcy that is slathered on top of our anger by all official institutions, which work hard to keep all these topics out of respectable conversations. Meanwhile, the whole of academic, mainstream social media, major mainstream media, and all of government seems to agree that all these obvious topics are too incendiary to be raised in polite company.
So everyone in the top layer of this manufactured consent is glad to play along with this great game of pretend. Meanwhile, people are fully aware now that the intelligence community is deeply involved in areas of life we previously thought were independent. And we suspect this is true even of organizations and publications we once thought were more-or-less trustworthy. How else to explain their silence and/or lies on all the crucial issues of our time?
As regards all the institutions that locked down the population just a few years ago, nothing has changed. Sure, there are a few court decisions extant that said they went too far but those are all being challenged and await appeals to the Supreme Court. But while these grueling processes play themselves out, Google, YouTube, Facebook, LinkedIn, and all the rest of our formerly free social-media platforms are more brutally censorial than ever. YouTube even announced that it will tolerate no content that contradicts the World Health Organization, which only three years ago recommended to the entire world the lockdowns pioneered by the CCP in Wuhan.
In the last few days, my own phone has blown up with people terrified of a new lockdown. They worry about leaving the country for fear of new travel restrictions. They worry about new vaccine mandates for their kids in school. They are thinking of moving to Florida and away from the big cities on the coasts where crime worsens by the day and skyscrapers are still mostly empty because workers won’t come back. And the #1 song in the world wails about the cruelty of this new world and how it is sending people to an early death.
Who would have imagined that a collapse on this level would happen in plain sight and everyone would see it and yet the entirety of the culture planners would in effect impose a fatwa on anyone who speaks about it?
Certainly I never imagined this scenario. Our whole lives we’ve sung about the “land of the free and the home of the brave” but here we are unfree and not brave. Because of facial-recognition technology, we cannot even hit the streets anymore. That was the real point of the post-January 6 crackdown: to serve as a lesson that if we resist in person, we will be recognized and dealt with severely.
The silence about the truth is utterly deafening. It’s not just that we aren’t getting answers to our questions; we aren’t even getting questions outside a handful of venues including this one.
Meanwhile, the highest hopes for saving the country from ruin are being placed in the hands of the very chief executive under whom all this began. And why? Because people believe that he was tricked and betrayed into greenlighting this wreckage even though he has never actually said anything like this. It’s the only hope people have. It’s a thin hope indeed.
When I first read Orwell’s 1984, it seemed like a dark and implausible fantasy and warning. I never imagined that it was really a reductio ad absurdum of a reality that he saw unfolding before him in the rising totalitarianism of his time. It turns out that he was a prophet of just how corrupt a highly politicized society with overweening bureaucracy can be in practice when careerism trumps courage and the cash nexus spreads the coercive mindset throughout all the commanding heights of the social order.
We are finding out now. The soundtrack of the end times is not Mahler or Wagner. It is gaming music with dance numbers on TikTok, with darkly distant echoes of a simple country singer in Virginia decrying the rich men north of Richmond.
Author
From the Brownstone Institute
A walk through a dozen convenience stores in Montgomery County, Pennsylvania, says a lot about how US nicotine policy actually works. Only about one in eight nicotine-pouch products for sale is legal. The rest are unauthorized—but they’re not all the same. Some are brightly branded, with uncertain ingredients, not approved by any Western regulator, and clearly aimed at impulse buyers. Others—like Sweden’s NOAT—are the opposite: muted, well-made, adult-oriented, and already approved for sale in Europe.
Yet in the United States, NOAT has been told to stop selling. In September 2025, the Food and Drug Administration (FDA) issued the company a warning letter for offering nicotine pouches without marketing authorization. That might make sense if the products were dangerous, but they appear to be among the safest on the market: mild flavors, low nicotine levels, and recyclable paper packaging. In Europe, regulators consider them acceptable. In America, they’re banned. The decision looks, at best, strange—and possibly arbitrary.
What the Market Shows
My October 2025 audit was straightforward. I visited twelve stores and recorded every distinct pouch product visible for sale at the counter. If the item matched one of the twenty ZYN products that the FDA authorized in January, it was counted as legal. Everything else was counted as illegal.
Two of the stores told me they had recently received FDA letters and had already removed most illegal stock. The other ten stores were still dominated by unauthorized products—more than 93 percent of what was on display. Across all twelve locations, about 12 percent of products were legal ZYN, and about 88 percent were not.
The illegal share wasn’t uniform. Many of the unauthorized products were clearly high-nicotine imports with flashy names like Loop, Velo, and Zimo. These products may be fine, but some are probably high in contaminants, and a few often with very high nicotine levels. Others were subdued, plainly meant for adult users. NOAT was a good example of that second group: simple packaging, oat-based filler, restrained flavoring, and branding that makes no effort to look “cool.” It’s the kind of product any regulator serious about harm reduction would welcome.
Enforcement Works
To the FDA’s credit, enforcement does make a difference. The two stores that received official letters quickly pulled their illegal stock. That mirrors the agency’s broader efforts this year: new import alerts to detain unauthorized tobacco products at the border (see also Import Alert 98-06), and hundreds of warning letters to retailers, importers, and distributors.
But effective enforcement can’t solve a supply problem. The list of legal nicotine-pouch products is still extremely short—only a narrow range of ZYN items. Adults who want more variety, or stores that want to meet that demand, inevitably turn to gray-market suppliers. The more limited the legal catalog, the more the illegal market thrives.
Why the NOAT Decision Appears Bizarre
The FDA’s own actions make the situation hard to explain. In January 2025, it authorized twenty ZYN products after finding that they contained far fewer harmful chemicals than cigarettes and could help adult smokers switch. That was progress. But nine months later, the FDA has approved nothing else—while sending a warning letter to NOAT, arguably the least youth-oriented pouch line in the world.
The outcome is bad for legal sellers and public health. ZYN is legal; a handful of clearly risky, high-nicotine imports continue to circulate; and a mild, adult-market brand that meets European safety and labeling rules is banned. Officially, NOAT’s problem is procedural—it lacks a marketing order. But in practical terms, the FDA is punishing the very design choices it claims to value: simplicity, low appeal to minors, and clean ingredients.
This approach also ignores the differences in actual risk. Studies consistently show that nicotine pouches have far fewer toxins than cigarettes and far less variability than many vapes. The biggest pouch concerns are uneven nicotine levels and occasional traces of tobacco-specific nitrosamines, depending on manufacturing quality. The serious contamination issues—heavy metals and inconsistent dosage—belong mostly to disposable vapes, particularly the flood of unregulated imports from China. Treating all “unauthorized” products as equally bad blurs those distinctions and undermines proportional enforcement.
A Better Balance: Enforce Upstream, Widen the Legal Path
My small Montgomery County survey suggests a simple formula for improvement.
First, keep enforcement targeted and focused on suppliers, not just clerks. Warning letters clearly change behavior at the store level, but the biggest impact will come from auditing distributors and importers, and stopping bad shipments before they reach retail shelves.
Second, make compliance easy. A single-page list of authorized nicotine-pouch products—currently the twenty approved ZYN items—should be posted in every store and attached to distributor invoices. Point-of-sale systems can block barcodes for anything not on the list, and retailers could affirm, once a year, that they stock only approved items.
Third, widen the legal lane. The FDA launched a pilot program in September 2025 to speed review of new pouch applications. That program should spell out exactly what evidence is needed—chemical data, toxicology, nicotine release rates, and behavioral studies—and make timely decisions. If products like NOAT meet those standards, they should be authorized quickly. Legal competition among adult-oriented brands will crowd out the sketchy imports far faster than enforcement alone.
The Bottom Line
Enforcement matters, and the data show it works—where it happens. But the legal market is too narrow to protect consumers or encourage innovation. The current regime leaves a few ZYN products as lonely legal islands in a sea of gray-market pouches that range from sensible to reckless.
The FDA’s treatment of NOAT stands out as a case study in inconsistency: a quiet, adult-focused brand approved in Europe yet effectively banned in the US, while flashier and riskier options continue to slip through. That’s not a public-health victory; it’s a missed opportunity.
If the goal is to help adult smokers move to lower-risk products while keeping youth use low, the path forward is clear: enforce smartly, make compliance easy, and give good products a fair shot. Right now, we’re doing the first part well—but failing at the second and third. It’s time to fix that.
Author
From the Brownstone Institute
Cigarettes kill nearly half a million Americans each year. Everyone knows it, including the Food and Drug Administration. Yet while the most lethal nicotine product remains on sale in every gas station, the FDA continues to block or delay far safer alternatives.
Nicotine pouches—small, smokeless packets tucked under the lip—deliver nicotine without burning tobacco. They eliminate the tar, carbon monoxide, and carcinogens that make cigarettes so deadly. The logic of harm reduction couldn’t be clearer: if smokers can get nicotine without smoke, millions of lives could be saved.
Sweden has already proven the point. Through widespread use of snus and nicotine pouches, the country has cut daily smoking to about 5 percent, the lowest rate in Europe. Lung-cancer deaths are less than half the continental average. This “Swedish Experience” shows that when adults are given safer options, they switch voluntarily—no prohibition required.
In the United States, however, the FDA’s tobacco division has turned this logic on its head. Since Congress gave it sweeping authority in 2009, the agency has demanded that every new product undergo a Premarket Tobacco Product Application, or PMTA, proving it is “appropriate for the protection of public health.” That sounds reasonable until you see how the process works.
Manufacturers must spend millions on speculative modeling about how their products might affect every segment of society—smokers, nonsmokers, youth, and future generations—before they can even reach the market. Unsurprisingly, almost all PMTAs have been denied or shelved. Reduced-risk products sit in limbo while Marlboros and Newports remain untouched.
Only this January did the agency relent slightly, authorizing 20 ZYN nicotine-pouch products made by Swedish Match, now owned by Philip Morris. The FDA admitted the obvious: “The data show that these specific products are appropriate for the protection of public health.” The toxic-chemical levels were far lower than in cigarettes, and adult smokers were more likely to switch than teens were to start.
The decision should have been a turning point. Instead, it exposed the double standard. Other pouch makers—especially smaller firms from Sweden and the US, such as NOAT—remain locked out of the legal market even when their products meet the same technical standards.
The FDA’s inaction has created a black market dominated by unregulated imports, many from China. According to my own research, roughly 85 percent of pouches now sold in convenience stores are technically illegal.
The agency claims that this heavy-handed approach protects kids. But youth pouch use in the US remains very low—about 1.5 percent of high-school students according to the latest National Youth Tobacco Survey—while nearly 30 million American adults still smoke. Denying safer products to millions of addicted adults because a tiny fraction of teens might experiment is the opposite of public-health logic.
There’s a better path. The FDA should base its decisions on science, not fear. If a product dramatically reduces exposure to harmful chemicals, meets strict packaging and marketing standards, and enforces Tobacco 21 age verification, it should be allowed on the market. Population-level effects can be monitored afterward through real-world data on switching and youth use. That’s how drug and vaccine regulation already works.
Sweden’s evidence shows the results of a pragmatic approach: a near-smoke-free society achieved through consumer choice, not coercion. The FDA’s own approval of ZYN proves that such products can meet its legal standard for protecting public health. The next step is consistency—apply the same rules to everyone.
Combustion, not nicotine, is the killer. Until the FDA acts on that simple truth, it will keep protecting the cigarette industry it was supposed to regulate.
Author
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