Brownstone Institute
The Book We Need and Only Justin Hart Could Write
This article originally published by the Brownstone Institute
Sometimes, even now, even after writing a book and probably a thousand or more articles on the topic, and following it every step of the way, it still feels like I dreamed the whole thing. Not a good dream but a nightmare of exceptionally dark attacks on freedom. It got so bad that online memes started deliberately misspelling the word: “freedumb.”
They really did cancel two years of public worship services, segregate the large cities, abolish in-person education, foist masks on all the kids, destroy millions of businesses, censor all media so that we could barely discover facts, forget everything that humanity only recently knew about immunity, end concerts, impose limits on house parties, scrap weddings and funerals, lock the elderly into their homes so that kids couldn’t visit, end dentistry, impose travel restrictions across state borders, and….
Yes, I could go on but there remains a sense of unreality about the whole thing. It all happened right here in the land of the free. The Prohibition years (1920-1932) were grim and ridiculous enough and proof that freedom is nowhere entirely and always safe. But the Covid epoch makes Prohibition seem very mild by comparison. The ostensible reason for the sudden imposition of totalitarian rule was to control a virus with an infection fatality rate of 0.035% for people under the age of 70.
None of these wildly destructive efforts stopped the virus. It went ahead patiently and infected the whole population that was made woefully unhealthy due to the egregiously coercive response to the virus, and then our immune systems adapted. It was all utter madness, so much so that masses of people just want to forget the whole thing, especially because so many people and both political parties participated.
We are all left with a kind of PTSD. I don’t know what the right cure for that condition is but surely coming to terms with the grim reality of what happened is essential. My worry all along is that the concerted efforts to pretend like none of this occurred, or that it was no big deal, or that it was necessary and needs to happen again, and that governments and experts did their best given the paucity of information, and so on, would actually succeed.
It would be a tragedy if we do not learn from our recent egregious experiences. Reports from the campaign trail of 2022 indicate that the Covid response is a huge issue among voters.
“Among deeply conservative and often Trump-backed congressional and gubernatorial candidates,” writes StatNews, “calls to investigate or even jail Anthony Fauci have become regular campaign rallying cries. Ads lambasting Democrats for school shutdowns, business closures and mask mandates are running in heated races including in Georgia and Florida, where Democratic candidates trail their opponents in the polls.”
My worry is that the Covid response would not become a campaign issue at all simply because both parties are so heavily implicated in the pandemic response. After all, it was Trump who was gaslighted into green-lighting the lockdowns in the first place. But even party silence has not been able to stop the waves of outrage. Everyone’s lives were shattered by it all, from the school closures to the deliberate destruction of businesses to the preposterous kabuki dance scripted by the CDC to forever avoid the virus that ended up infecting everyone.
In any case, I’ve waited for the book that could tell the story of all the horrors in a readable form and also back it all by the research we knew was there from the beginning. There are not that many people around who could write such a book simply because there weren’t many people who had a bead on this disaster from the beginning.
One of them is political consultant and businessman Justin Hart, who watched the unfolding of this mess from its first days. He founded the site Rational Ground to document it all, and provide a clearer perspective. He ended up becoming a major source for people who had an intuition that something was very wrong but needed data to back it all up. Like me, he has ended up dedicating nearly three years of his life countering the mania.
Fortunately for all of us – and fortunately for historians of the future who will be utterly perplexed by this period of history – he just has written a brilliant book. It is Gone Viral: How Covid Drove the World Insane. I highly recommend this to everyone who has been astonished by the unfolding of events and equally shocked at how little in the way of reckoning has really taken place. Hart is the perfect one for the job here: matching rigor with humor, argument with anecdote, and somehow managing to tell a nearly comprehensive story without ever getting bogged down. The voice is clear, confident, and compelling.
He covers it all: school, church, and business closures, travel restrictions, forced jabs, populist disease panic, media censorship and complicity in lies, and the massive corruption of science.
I especially appreciate his detailed work on masking. He proves their ineffectiveness but also utterly skewers the propaganda to push them anyway. I’m particularly bitter about this subject because it was obvious to me from the beginning how preposterous the whole thing was.
On May 2, 2020, I tweeted that after lockdowns “the face mask will be rightly regarded as a symbol of obsequious obedience and grotesque compliance with arbitrary and ignorant authority.” I’ve never been so much attacked for a single thought in my life, including whole treatises in large-circulation publications, as if I had committed a thought crime. I was trolled for months, even by one-time friends.
That’s how crazy the world had become. Hart’s book chronicles it all, including the stickers on the floor, the one-way grocery aisles, the closing of hospitals and day cares, the insane rules on dining, the supply-chain breakages and so much more.
Everything here is written with a special confidence that is tremendously admirable, and this is because Hart is one of the few intellectuals who was correct about the whole hullabaloo from the very beginning. Therefore he doesn’t need to embark among some silly dance in which restrictions were fine in the beginning but later became too much. Nope: he kept his wits about him the whole time. Thus does he have the credibility to write without apologies.
He also writes extremely well. We’ve been stuffed to the gills in data, studies, and in scientific claims and counterclaims deploying language that had been unfamiliar to most people until 2020. What we’ve lacked is clear thinking, plain English, and blunt truth in an organized package, turning chaos to order. This is what Hart provides.
No book can cover it all so he is careful to stay away from the purely medical aspects of the controversies about early treatment, for example. However, Peter McCullough covers this ably in The Courage to Face Covid-19. Other aspects of this disaster have been covered in Naomi Wolf’s The Bodies of Others, Fritjers/Foster/Baker The Great Covid Panic, Scott Atlas’s A Plague Upon Our House, Alex Berenson’s Pandemia, and perhaps the forthcoming book by Paul Alexander entitled Presidential Takedown for the very weird early history of the pandemic response.
Still, for regular people who seek to come to terms with the madness that befell the world, I would rank Justin Hart’s book among those that should be considered a staple reading on the whole topic. It’s as much a medical and political history as it is a psychological study in mass hysteria. Reading it is a form of therapy in the old Freudian sense: unearthing that trauma we so desperately want to forget and bringing it to the surface so that we can be honest about the sufferings we’ve endured and move on.
A mischievous idea: send a copy to every journalist at every major venue that assisted in drumming up the panic that wrecked our rights, liberties, property, and families. They need to face the truth about what they have done. This book is a great tool of truth and, hopefully, justice.
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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