Brownstone Institute
Why Do Friends of Freedom Dread the World Economic Forum?
From the Brownstone Institute
BY
Last week, Elon Musk appointed Linda Yaccarino as the new CEO of Twitter. She has excellent political connections. In 2021, she partnered with the Biden administration to create a Covid-19 vaccination campaign. Free speech activists howled over Yaccarino’s appointment as Twitter boss because she is an Executive Chair with the World Economic Forum (WEF). Here’s the story on WEF, sparked by their most recent annual meeting.
The January meeting of the World Economic Forum (WEF) in Davos, Switzerland, should have set off alarms among freedom lovers around the globe. The annual confab of billionaires, political weasels, and deranged activists laid out plans to further repress humanity. But at least the gathering provided plenty of comic relief for people who enjoy elite buffoonery.
Self-worship is obligatory in Davos. John Kerry, Biden’s Special Presidential Envoy for Climate, hailed his fellow attendees as “extraterrestrial” for their devotion to saving the earth. Greenpeace complained that “the rich and powerful flock to Davos in ultra-polluting, socially inequitable private jets to discuss climate and inequality behind closed doors.” Being a climate change activist is “the privilege of rich and elite folks” who want to force people to use unreliable and ineffective wind and solar for energy, according to Daniel Turner of Power the Future.
People around the globe are still recovering from the last time WEF stampeded policymakers. “WEF was hugely influential, championing every form of COVID control from lockdowns to vaccine mandates. The WEF cares nothing for normal people living real lives. They are forging a Faucian nightmare,” warned Jeffrey Tucker, president of Brownstone Institute. China had one of the most brutal and dishonest COVID lockdowns in the world (aside from perhaps fabricating the COVID virus in one of its own laboratories). But WEF founder Klaus Schwab touted China’s COVID crackdown as a “role model” and “a very attractive model for quite a number of countries.”
WEF is whooping up the “Great Reset” — “building back better” so that economies can emerge greener and fairer out of the pandemic. The Great Reset presumes that practically every nation has benevolent dictators waiting to take the reins over people’s lives. American entrepreneur Vivek Ramaswamy wrote, “The Great Reset calls for dissolving the boundaries between the public & private sectors; between nations; between the online & offline worlds, and the will of individual citizens be damned.” Billionaire Elon Musk, who was not invited, scoffed, “WEF is increasingly becoming an unelected world government that the people never asked for and don’t want.” Musk ridiculed the WEF’s “Master the Future” slogan: “Are they trying to be the boss of Earth!?”
Sounds good to WEF attendees.
Freedom of speech is the greatest barrier to inflicting the Great Reset. Law professor Jonathan Turley observed, “Davos has long been the Legion of Doom for free speech.” Accordingly, the biggest peril the self-proclaimed “Global Shapers” are targeting is “The Clear and Present Danger of Disinformation.”
The WEF searched long and hard to find an eminent disinformation panel host to incarnate Davos values. They selected Brian Stelter, a former anchor who was too squirrely even for CNN. After CNN ejected Stelter, he was snapped up by the Harvard Kennedy School of Government to be their Media and Democracy Fellow.
The star of the panel was New York Times publisher A.G. Sulzberger, who proclaimed that disinformation is the “most existential” of every other major challenge that we are grappling with as a society.” Like most of the windy speakers in Switzerland, Sulzberger tormented the audience from the high ground:
Disinformation and in the broader set of misinformation, conspiracy, propaganda, clickbait, you know, the broader mix of bad information that’s corrupting the information ecosystem, what it attacks is trust. And once you see trust decline, what you then see is a society start to fracture, and so you see people fracture along tribal lines and, you know, that immediately undermines pluralism.
Sulzberger boasted, “When we make mistakes, we acknowledge them in public and we correct them.” Except for RussiaGate, its 1619 Project fairy tale, the January 6 Capitol clash, and a few dozen other howlers. The New York Times effectively refused to cover the Hunter Biden laptop story before the 2020 election, giving an unearned boost to Democratic candidate Joe Biden.
Sulzberger talked about the decline of trust as if it were the result of a leaking underground storage tank tainting the “information ecosystem.” But it was the media that poisoned the well upon which they depend. A 2021 survey by the Reuters Institute reported that only 29 percent of Americans trusted the news media — the lowest rating of any of the 46 nations surveyed. A Gallup poll revealed that “86 percent of Americans believed the media was politically biased.” Practically the only folks who don’t recognize the bias are the people who share the media’s slant.
Serendipitously, the WEF also had a panel on “Disrupting Distrust.” The panel opened with a report grimly revealing that trust in government has declined in nations across the world. Maybe the profound, pointless disruptions from the COVID lockdowns that ravaged many countries were part of the blame? That panel was hosted by New York Times opinion editor Kathleen Kingsbury. Her paper recently ran an opinion piece which claimed that there had been “no lockdowns” for COVID in this country. All of the closed schools and shuttered small businesses were an optical illusion, apparently.
The Davos pro-censorship fervor was epitomized by panelist Věra Jourová, European Commission vice president. She declared that the United States “will have soon” laws prohibiting “illegal hate speech,” like Europe has. Jourová previously urged expanding hate crime laws to ban “sexual exploitation of women.” Would possession of a 1957 Playboy centerfold be sufficient for a criminal conviction? Nude beaches are common in Europe. Would the European Commission backstop online prohibitions by deploying commissars on every beach to make sure no male had improper thoughts about the birthday suits he saw?
Hate-speech laws are a Pandora’s box because the speech politicians hate the most is criticism of government. And some knuckleheads on Capitol Hill believe that the United States already has hate-speech laws. Sen. Ben Cardin (D-Md.) recently declared, “If you espouse hate, if you espouse violence, you’re not protected under the First Amendment. I think we can be more aggressive in the way that we handle that type of use of the internet.” What’s next — a federal Cordiality Czar with the prerogative to purify every tweet?
Disinformation panelist Rep. Seth Moulton (D-Mass.) blamed “misinformation” for not being able to “get people to take a COVID vaccine.” But the false claims by Biden and top officials that vaxxes prevent infection and transmission weren’t misinformation — they were just typos.
Davos attendees ignored the stunning disclosures of US government censorship that occurred shortly before their private jets arrived in Switzerland. The #Twitterfiles recently revealed that federal officials pressured Twitter to suppress 250,000 Twitter users (including journalists). But according to WEF scoring, that wasn’t an outrage — instead, it was a tiny down payment for a Higher Truth. WEF ignored that the FBI was already suppressing free speech the same way that WEF panelists championed.
As journalist Matt Taibbi revealed, “As the election approached in 2020, the FBI overwhelmed Twitter with requests, sending spreadsheets with hundreds of accounts” to target and suppress. The official browbeating continued until very recently. In an internal email from November 5, 2022, the FBI’s National Election Command Post sent the FBI San Francisco field office (which dealt directly with Twitter) “a long list of accounts that ‘may warrant additional action’” — that is, suppression.
The FBI pressured Twitter to torpedo parody accounts that only idiots or federal agents would not recognize as humor. Taibbi wrote, “The master-canine quality of the FBI’s relationship to Twitter comes through in this November 2022 email, in which ‘FBI San Francisco is notifying you’ it wants action on four accounts.”
The WEF is calling for a “Global Framework To Regulate Harm Online” — that is, worldwide censorship. One of the WEF’s favorite stars — a certified WEF Young Global Leader — was unable to attend because she was having a meltdown that ended with her resignation. New Zealand Prime Minister Jacinda Ardern became a progressive hero for making ever screechier demands for world censorship, comparing free speech to “weapons of war.” She told the United Nations last September: “We have the means; we just need the collective will” to suppress ideas that officialdom disapproves. Journalist Glenn Greenwald derided Ardern’s pitch as “the face of authoritarianism … and the mindset of tyrants everywhere.” But Ardern was there in spirit even if she was overwhelmed at home.
The WEF offers one of the best illustrations of how denunciations of “disinformation” are self-serving shams. In 2016, WEF put out a video with eight predictions for life in 2030. The highlight of the film was a vapid Millennial guy pictured alongside the slogan: “You will own nothing and be happy.” The slogan was inspired by an essay the WEF published from Danish Member of Parliament Ida Auken: “Welcome to 2030: I own nothing, have no privacy and life has never been better.” But the anti–private property bias is no WEF aberration. Last July, the WEF proposed slashing ownership of private vehicles around the globe. And then there was the WEF pitch to save the planet by having people eat insects instead of red meat. (The chairman of German manufacturer Siemens achieved heroic status at Davos by calling for a billion people to stop eating meat to save the planet.)
But according to WEF managing director Adrian Monck, the WEF has been the victim of a horrible conspiracy theory sparked by the “own nothing” phrase. Monck absolved WEF because the phrase in the video came from “an essay series intended to spark debate about socio-economic developments.” Monck claimed the phrase “started life as a screenshot, culled from the Internet by an anonymous anti-semitic account on the image board 4chan.” Bigots or zealots on 4chan howled in protest about that phrase. But as Elon Musk quipped, “Would be great if someone could compile a game contest of who said the craziest stuff between 4chan and WEF! My money is on the latter.”
At least the WEF has not (yet) proposed mandatory injections to compel propertyless underlinings to be happy. Or maybe the WEF would just recommend covertly adding drugs to the water supply.
Major media outlets were either participants or cosponsors of the WEF. Former New York Times editor-in-chief Jill Abramson slammed the Times for being part of the Davos “corrupt circle-jerk.” While the event was portrayed as a chance for sharing ideas, it was instead little more than a chance to hobnob with fellow elitists. Author Walter Kirn noted that there is almost no disagreement among WEF attendees: “The largest matters on earth are at stake (supposedly) yet the conferees don’t argue. They don’t debate. All points seem smugly settled. It’s an ego orgy.” The hypocrisy was beyond hip-deep. Journalist Michael Shellenberger noted, “WEF doesn’t engage in even the minimal amount of transparency through public disclosure that it constantly preaches to corporations and philanthropies.”
What could possibly go wrong from turning common people around the world into serfs of their elitist overlords? According to WEF, individual freedom is a luxury that citizens — or at least their rulers — can no longer afford. But the benevolence of dictators is almost always an illusion created by their fawning supporters. And this year’s WEF gathering proved again that there will never be a shortage of media and intellectual bootlickers for tyranny.
A version of this article was originally published in the April 2023 edition of Future of Freedom.
Brownstone Institute
The Unmasking of Vaccine Science
From the Brownstone Institute
By
I recently purchased Aaron Siri’s new book Vaccines, Amen. As I flipped though the pages, I noticed a section devoted to his now-famous deposition of Dr Stanley Plotkin, the “godfather” of vaccines.
I’d seen viral clips circulating on social media, but I had never taken the time to read the full transcript — until now.
Siri’s interrogation was methodical and unflinching…a masterclass in extracting uncomfortable truths.
A Legal Showdown
In January 2018, Dr Stanley Plotkin, a towering figure in immunology and co-developer of the rubella vaccine, was deposed under oath in Pennsylvania by attorney Aaron Siri.
The case stemmed from a custody dispute in Michigan, where divorced parents disagreed over whether their daughter should be vaccinated. Plotkin had agreed to testify in support of vaccination on behalf of the father.
What followed over the next nine hours, captured in a 400-page transcript, was extraordinary.
Plotkin’s testimony revealed ethical blind spots, scientific hubris, and a troubling indifference to vaccine safety data.
He mocked religious objectors, defended experiments on mentally disabled children, and dismissed glaring weaknesses in vaccine surveillance systems.
A System Built on Conflicts
From the outset, Plotkin admitted to a web of industry entanglements.
He confirmed receiving payments from Merck, Sanofi, GSK, Pfizer, and several biotech firms. These were not occasional consultancies but long-standing financial relationships with the very manufacturers of the vaccines he promoted.
Plotkin appeared taken aback when Siri questioned his financial windfall from royalties on products like RotaTeq, and expressed surprise at the “tone” of the deposition.
Siri pressed on: “You didn’t anticipate that your financial dealings with those companies would be relevant?”
Plotkin replied: “I guess, no, I did not perceive that that was relevant to my opinion as to whether a child should receive vaccines.”
The man entrusted with shaping national vaccine policy had a direct financial stake in its expansion, yet he brushed it aside as irrelevant.
Contempt for Religious Dissent
Siri questioned Plotkin on his past statements, including one in which he described vaccine critics as “religious zealots who believe that the will of God includes death and disease.”
Siri asked whether he stood by that statement. Plotkin replied emphatically, “I absolutely do.”
Plotkin was not interested in ethical pluralism or accommodating divergent moral frameworks. For him, public health was a war, and religious objectors were the enemy.
He also admitted to using human foetal cells in vaccine production — specifically WI-38, a cell line derived from an aborted foetus at three months’ gestation.
Siri asked if Plotkin had authored papers involving dozens of abortions for tissue collection. Plotkin shrugged: “I don’t remember the exact number…but quite a few.”
Plotkin regarded this as a scientific necessity, though for many people — including Catholics and Orthodox Jews — it remains a profound moral concern.
Rather than acknowledging such sensitivities, Plotkin dismissed them outright, rejecting the idea that faith-based values should influence public health policy.
That kind of absolutism, where scientific aims override moral boundaries, has since drawn criticism from ethicists and public health leaders alike.
As NIH director Jay Bhattacharya later observed during his 2025 Senate confirmation hearing, such absolutism erodes trust.
“In public health, we need to make sure the products of science are ethically acceptable to everybody,” he said. “Having alternatives that are not ethically conflicted with foetal cell lines is not just an ethical issue — it’s a public health issue.”
Safety Assumed, Not Proven
When the discussion turned to safety, Siri asked, “Are you aware of any study that compares vaccinated children to completely unvaccinated children?”
Plotkin replied that he was “not aware of well-controlled studies.”
Asked why no placebo-controlled trials had been conducted on routine childhood vaccines such as hepatitis B, Plotkin said such trials would be “ethically difficult.”
That rationale, Siri noted, creates a scientific blind spot. If trials are deemed too unethical to conduct, then gold-standard safety data — the kind required for other pharmaceuticals — simply do not exist for the full childhood vaccine schedule.
Siri pointed to one example: Merck’s hepatitis B vaccine, administered to newborns. The company had only monitored participants for adverse events for five days after injection.
Plotkin didn’t dispute it. “Five days is certainly short for follow-up,” he admitted, but claimed that “most serious events” would occur within that time frame.
Siri challenged the idea that such a narrow window could capture meaningful safety data — especially when autoimmune or neurodevelopmental effects could take weeks or months to emerge.
Siri pushed on. He asked Plotkin if the DTaP and Tdap vaccines — for diphtheria, tetanus and pertussis — could cause autism.
“I feel confident they do not,” Plotkin replied.
But when shown the Institute of Medicine’s 2011 report, which found the evidence “inadequate to accept or reject” a causal link between DTaP and autism, Plotkin countered, “Yes, but the point is that there were no studies showing that it does cause autism.”
In that moment, Plotkin embraced a fallacy: treating the absence of evidence as evidence of absence.
“You’re making assumptions, Dr Plotkin,” Siri challenged. “It would be a bit premature to make the unequivocal, sweeping statement that vaccines do not cause autism, correct?”
Plotkin relented. “As a scientist, I would say that I do not have evidence one way or the other.”
The MMR
The deposition also exposed the fragile foundations of the measles, mumps, and rubella (MMR) vaccine.
When Siri asked for evidence of randomised, placebo-controlled trials conducted before MMR’s licensing, Plotkin pushed back: “To say that it hasn’t been tested is absolute nonsense,” he said, claiming it had been studied “extensively.”
Pressed to cite a specific trial, Plotkin couldn’t name one. Instead, he gestured to his own 1,800-page textbook: “You can find them in this book, if you wish.”
Siri replied that he wanted an actual peer-reviewed study, not a reference to Plotkin’s own book. “So you’re not willing to provide them?” he asked. “You want us to just take your word for it?”
Plotkin became visibly frustrated.
Eventually, he conceded there wasn’t a single randomised, placebo-controlled trial. “I don’t remember there being a control group for the studies, I’m recalling,” he said.
The exchange foreshadowed a broader shift in public discourse, highlighting long-standing concerns that some combination vaccines were effectively grandfathered into the schedule without adequate safety testing.
In September this year, President Trump called for the MMR vaccine to be broken up into three separate injections.
The proposal echoed a view that Andrew Wakefield had voiced decades earlier — namely, that combining all three viruses into a single shot might pose greater risk than spacing them out.
Wakefield was vilified and struck from the medical register. But now, that same question — once branded as dangerous misinformation — is set to be re-examined by the CDC’s new vaccine advisory committee, chaired by Martin Kulldorff.
The Aluminium Adjuvant Blind Spot
Siri next turned to aluminium adjuvants — the immune-activating agents used in many childhood vaccines.
When asked whether studies had compared animals injected with aluminium to those given saline, Plotkin conceded that research on their safety was limited.
Siri pressed further, asking if aluminium injected into the body could travel to the brain. Plotkin replied, “I have not seen such studies, no, or not read such studies.”
When presented with a series of papers showing that aluminium can migrate to the brain, Plotkin admitted he had not studied the issue himself, acknowledging that there were experiments “suggesting that that is possible.”
Asked whether aluminium might disrupt neurological development in children, Plotkin stated, “I’m not aware that there is evidence that aluminum disrupts the developmental processes in susceptible children.”
Taken together, these exchanges revealed a striking gap in the evidence base.
Compounds such as aluminium hydroxide and aluminium phosphate have been injected into babies for decades, yet no rigorous studies have ever evaluated their neurotoxicity against an inert placebo.
This issue returned to the spotlight in September 2025, when President Trump pledged to remove aluminium from vaccines, and world-leading researcher Dr Christopher Exley renewed calls for its complete reassessment.
A Broken Safety Net
Siri then turned to the reliability of the Vaccine Adverse Event Reporting System (VAERS) — the primary mechanism for collecting reports of vaccine-related injuries in the United States.
Did Plotkin believe most adverse events were captured in this database?
“I think…probably most are reported,” he replied.
But Siri showed him a government-commissioned study by Harvard Pilgrim, which found that fewer than 1% of vaccine adverse events are reported to VAERS.
“Yes,” Plotkin said, backtracking. “I don’t really put much faith into the VAERS system…”
Yet this is the same database officials routinely cite to claim that “vaccines are safe.”
Ironically, Plotkin himself recently co-authored a provocative editorial in the New England Journal of Medicine, conceding that vaccine safety monitoring remains grossly “inadequate.”
Experimenting on the Vulnerable
Perhaps the most chilling part of the deposition concerned Plotkin’s history of human experimentation.
“Have you ever used orphans to study an experimental vaccine?” Siri asked.
“Yes,” Plotkin replied.
“Have you ever used the mentally handicapped to study an experimental vaccine?” Siri asked.
“I don’t recollect…I wouldn’t deny that I may have done so,” Plotkin replied.
Siri cited a study conducted by Plotkin in which he had administered experimental rubella vaccines to institutionalised children who were “mentally retarded.”
Plotkin stated flippantly, “Okay well, in that case…that’s what I did.”
There was no apology, no sign of ethical reflection — just matter-of-fact acceptance.
Siri wasn’t done.
He asked if Plotkin had argued that it was better to test on those “who are human in form but not in social potential” rather than on healthy children.
Plotkin admitted to writing it.
Siri established that Plotkin had also conducted vaccine research on the babies of imprisoned mothers, and on colonised African populations.
Plotkin appeared to suggest that the scientific value of such studies outweighed the ethical lapses—an attitude that many would interpret as the classic ‘ends justify the means’ rationale.
But that logic fails the most basic test of informed consent. Siri asked whether consent had been obtained in these cases.
“I don’t remember…but I assume it was,” Plotkin said.
Assume?
This was post-Nuremberg research. And the leading vaccine developer in America couldn’t say for sure whether he had properly informed the people he experimented on.
In any other field of medicine, such lapses would be disqualifying.
A Casual Dismissal of Parental Rights
Plotkin’s indifference to experimenting on disabled children didn’t stop there.
Siri asked whether someone who declined a vaccine due to concerns about missing safety data should be labelled “anti-vax.”
Plotkin replied, “If they refused to be vaccinated themselves or refused to have their children vaccinated, I would call them an anti-vaccination person, yes.”
Plotkin was less concerned about adults making that choice for themselves, but he had no tolerance for parents making those choices for their own children.
“The situation for children is quite different,” said Plotkin, “because one is making a decision for somebody else and also making a decision that has important implications for public health.”
In Plotkin’s view, the state held greater authority than parents over a child’s medical decisions — even when the science was uncertain.
The Enabling of Figures Like Plotkin
The Plotkin deposition stands as a case study in how conflicts of interest, ideology, and deference to authority have corroded the scientific foundations of public health.
Plotkin is no fringe figure. He is celebrated, honoured, and revered. Yet he promotes vaccines that have never undergone true placebo-controlled testing, shrugs off the failures of post-market surveillance, and admits to experimenting on vulnerable populations.
This is not conjecture or conspiracy — it is sworn testimony from the man who helped build the modern vaccine program.
Now, as Health Secretary Robert F. Kennedy, Jr. reopens long-dismissed questions about aluminium adjuvants and the absence of long-term safety studies, Plotkin’s once-untouchable legacy is beginning to fray.
Republished from the author’s Substack
Brownstone Institute
Bizarre Decisions about Nicotine Pouches Lead to the Wrong Products on Shelves
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.
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