Joseph VanZandt, a Beasley Allen lawyer handling lawsuits against JUUL Labs, describes how the company single-handedly escalated the “nicotine arms race” by modifying the nicotine delivery system in its vaping devices and products. JUUL’s products are designed to have maximum inhalability, without any “throat hit” or irritation that would serve as a natural deterrent to new users, such as young people who have never consumed nicotine. Further, while the company claims that each JUUL pod contains as much nicotine as a pack of cigarettes, experts believe the amount of nicotine intake for JUUL may be much higher. These modifications combined with its sleek marketing campaign targeting youth set a new industry standard for other vaping product makers to follow if they want to compete with the giant.
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