Juul's Turbulent Journey: Addiction and Regulatory Scrutiny

Juul became a sensation — and a sensationally dramatic story.

Lauren Etter, author of The Devil's Playbook: Big Tobacco, JUUL, and the Addiction of a New Generation, joins us to explain how a tech startup founded in a Stanford design studio to disrupt the smoking industry upended years of tobacco regulation in the United States, got a new generation of teenagers addicted to nicotine after years of declining teen smoking rates, and eventually found itself valued at 38 billion.

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