Brownstone Institute
Witnessing the Media’s Covid Coverage from the Inside
From the Brownstone Institute
If right-leaning outlets wanted my words and left-leaning ones did not, my Occam’s razor landed on ideology as the explanatory factor. So-called progressive media had a story to uphold and rejected any plot twist that threatened the cohesion of its narrative.
In the movie An Education, the main character gets sidetracked from her studies by a smooth-talking art dealer who turns out to be a criminal—and married. Our protagonist learns more from that experience than from all the medieval literature books she cracked open before. I have similar feelings about my own education. While I’ve been earning my living as a writer for the past 29 years, it’s only during the Covid era that I learned what the writing business is really about.
I wear two hats in my professional life: medical writer, creating materials for doctors and the healthcare industry, and feature-article journalist for consumer magazines. It wasn’t until Covid that I began pitching essays and op-eds for publication.
I started with a piece called “A Tale of Two Pandemic Cities,” which grew out of my short trip to Amsterdam and Stockholm in the summer of 2020, when the European Union opened its doors to “well-behaved” countries like Canada. The Covid hysteria in my country had made me desperate to visit more balanced parts of the world, and my trip didn’t disappoint. The article found a home at a Canadian outlet called Healthy Debate, though the editor asked me to temper my enthusiasm for the Swedish strategy with an acknowledgement of its risks. Happy to find a legit publisher for my first Covid piece, I capitulated, sort of. (You can judge for yourself.)
Thus began a feverish outpouring of essays, each one motivated by the same bewildered questions: What the hell is happening to the world, and why? Has everyone else gone mad, or is it me? I had written a few controversial articles throughout my career, but never before had I held a “dissenting view” about an issue that affected the whole world—or felt such an urgent need to express it.
The Great Divide
I quickly learned that certain news outlets were less open to my pieces than others. Salon, fuggedaboutit. Spiked Online, bull’s eye on the first try. Washington Post, not a chance. Wall Street Journal, a couple of “close, but no cigar” efforts and then finally a yes. It boiled down to this: the further left a publication leaned, the less likely it would publish my pieces (or even respond to my inquiries). I’m sure a statistician could write an equation to capture the trend.
So why the radio silence from left-wing publications? I doubted I was tripping their “Covid disinformation” radars, as my pieces had less to do with scientific facts than with social philosophy: the balance between safety and freedom, the perils of top-down collectivism, the abuse of the precautionary principle, that sort of thing. If right-leaning outlets wanted my words and left-leaning ones did not, my Occam’s razor landed on ideology as the explanatory factor. So-called progressive media had a story to uphold and rejected any plot twist that threatened the cohesion of its narrative. (Not that right-wing media behaved much differently. Such is the age of advocacy journalism.)
Most nerve-wracking of all were the publishers who accepted my articles but, like that first Healthy Debate editor, insisted I make substantive changes. Should I concede or push back? I did a bit of both. The most important thing, I told myself, was to make people reflect on the topsy-turvy policies that had freeze-framed the world. If I had to soften a few sentences to get the word out, so be it. I have the utmost respect for writers who refuse to yield on such matters, but 29 years of paying the bills from my writing have tipped my internal compass toward pragmatism.
I did stand my ground with an article on the mask wars. My thesis was that the endless and pointless disputes on social media—masks work, no they don’t, yes they do, no they don’t—had less to do with science than with worldview: irrespective of the data, social collectivists would find a way to defend masks, while my freedom-first compatriots would never countenance a perma-masked world.
One editor agreed to publish the piece if I mentioned that some studies favor masking, but I argued that quoting studies would undercut my central argument: that the forces powering the mask wars have little to do with how well they block viruses. He wouldn’t budge, so we parted ways and I found a more congenial home for the piece at the Ottawa Citizen.
Hidden Treasures
The process of pitching counternarrative essays, while arduous at times, led me to a smorgasbord of lesser-known, high-quality publications I never would have discovered otherwise. Topping the list was the glorious UnHerd, a UK news and opinion website with such daring thinkers as Mary Harrington and Kathleen Stock on its roster of contributors. The US-based Tablet magazine offered consistently fresh takes on Covid and never took the easy road in its analyses. In its pages I found one of the most powerful Covid essays I have ever read. The author, Ann Bauer (no relation), teased out the common threads between the “settled science” about the virus and the litany of quack theories about autism, which fed into her son’s death by suicide.
Then there was Quillette, whose contempt for the sacred cows of wokeism gave me a special thrill. True confession: I blew my chances with Quillette and it’s my own damned fault. Like many working writers, I sometimes pitch a piece to more than one outlet at the same time, a practice known as simultaneous submissions. This goes against protocol—we’re supposed to wait until an editor declines our pitch before approaching the next one—but the reality is that many editors never respond. With the deck thus stacked against us, we writers sometimes push the envelope, figuring the odds of getting multiple acceptances (and thus pissing off editors) are low enough to take the risk.
On this particular occasion, I submitted an article called “Lessons from my Half-Vaxxed Daughter” to three publications. Medpage Today responded right away, and I accepted their offer to publish it. (This was while Marty Makary, the dissident-lite physician who called out people’s distorted perception of Covid risk in mainstream media, led the editorial team.) A few hours later, Quillette’s Canadian editor sent me a slightly reworked version of my piece and told me when he planned to run it. I had no choice but to proffer a red-faced apology and admit I had already placed the article elsewhere. He never responded to my email or to a follow-up mea culpa a few weeks later—and has ignored everything I’ve submitted since then. I guess I’ll have to wait until he retires.
Podcast Polarities
Earlier this year, Brownstone Institute published my book Blindsight Is 2020, which critiques the pandemic response through the lens of 46 dissident thinkers. By all standards a moderate book, it stays clear of any “conspiratorial” speculations about the origins of the pandemic or the political response to it. Instead, it focuses on the philosophical and ethical issues that kept me awake at night during the peak Covid years—the same themes I explore in my essays, but in greater depth. I wrote the book not just for “my team,” but for those who vehemently opposed my views—perhaps especially for them. I didn’t expect to change their minds as much as to help them understand why some of us objected so strenuously to the policies they cheered on.
After the book came out, a few podcasters invited me to their shows. I appeared on a Libertarian Institute podcast in which the host puffed on his hand-rolled cigarettes while we talked. I spoke to an amiable ex-con podcaster who made it his mission to share Ayn Rand’s ideas with the world. I bonded with Rupa Subramanya—a brilliant Canadian conservative journalist and podcaster featured in my book—over the Freedom Convoy we had both supported.
All told I’ve appeared on 22 podcasts to date, each of them hosted by a right-leaning or libertarian host. Crickets from the left. Not one to accept defeat, I’ve begun reaching out to left-leaning podcasters on my own. Perhaps one day I’ll hear back from them.
Covid media, like so much else in modern life, has become hopelessly fractured: the tall, left-facing trees dominate the landscape, telling the story of a deadly virus that we “did the best we could” to manage. Below the tree canopy lies the tangle of weeds that sway in the wind, whispering songs of freedom and warning against the totalitarian impulses that all too readily emerge during crises. While I’ll continue to throw my essays at those unyielding trees, the messy underbrush is where I’ve found my journalistic home.
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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