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Brownstone Institute

Jordan Peterson: Enemy of the State

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17 minute read

From the Brownstone Institute

BY Jeffrey A. TuckerJEFFREY A. TUCKER

The famed psychologist and scholar, and global media personality, Jordan Peterson is being told that he must report to the Ontario College of Psychologists for re-education or else lose his license to practice. He is challenging the order in court, for whatever that’s worth.

No question that this follows his aggressive questioning of the whole of the Covidian agenda, including mass forced vaccination of the population.

It’s hardly the first time he has gotten in trouble with the powers that be. His initial fame came from his brave refusal to acquiesce to the “preferred pronoun” movement in Canada that came before lockdowns. That he is now ensnared in the machinery of the biomedical security state is predictable; this is today’s means by which regime enemies are punished and silenced.

It so happens that I heard Jordan speak in Budapest only months before the lockdowns that coincided with his own grave problem that he encountered with prescription medicine: as with many he was misled about what he believed was a simple medication. The timing was a tragedy because it took him out of the space of public intellectual life right when we needed him most: during the early months of lockdowns.

His voice went silent during these times. It was heartbreaking. The very small resistance continued despite his incapacitation. Once he got better, he gradually became aware of what had taken place and then became ferocious, as any thinking person must. Thus his current issues with the authorities.

Looking back at this date, it seems almost like he saw what was coming. In those months before lockdowns, I wrote the following report on what I saw in Budapest.

* * * * *

Almost from the first words of his outdoor lecture in Budapest, Hungary, held in the courtyard of the St. Stephen’s Basilica, Jordan Peterson’s eyes teared up and his voice cracked with emotion. Not just once. It happened repeatedly. His eyes never entirely dried. The audience could see it all because of the cameras and the huge monitors that made him some 25 times life-size, which is pretty apropos to his status as an intellectual in this part of the world. Indeed, in most parts of the world.

Tonight was interesting, however, because his tears were clearly not performative in any sense. It was a show of extreme vulnerability that he surely hoped that he would not show. He strikes me as a deeply emotional person – a temperamental cryer – who has probably practiced a lifetime to stop this.

It didn’t work this time. Before long, during his impassioned presentation on behalf of the dignity of every individual and the responsibility of living a life of truth, audience members too were tearing up in the midst of the awesome silence that fell over this massive crowd during the hour-long presentation.

He never quite got around to explaining his emotion. I think I can, however. So here is my go at it.

The first issue had to do with his introduction in this hugely dramatic space, which was filled with flares and fanfare and oceans of love from those who gathered, not just people with tickets (which were hard to get) but an equal number behind the barricades, extending as far back as one could see. It was impossible not to view this as a show of incredible affection for the man, his work, his influence, his personal courage, and his message. The crowds and the anticipation were overwhelming.

Now, if you are Peterson, you would have to contrast this scene with the raging nonsense you will read about yourself in the mainstream press, to say nothing of the academic literature along with various left-wing hit sites out there who routinely twist anyone’s words to confirm their wild narratives. His every word is picked apart, his footnotes followed, his analogies deconstructed in an unending game of gotcha in order to put him into some kind of predefined political category for easy dismissal.

For the easily led, he is a target. For the witch hunters in media and academia, he is a convenient scapegoat. Within the academy, he is the object of unrelenting envy. In the face of all this, including campus protests and media hectoring, he has been steadfast and brave, refusing to be intimidated and instead using the attention to get his message out there. To cut through all this nonsense, and like and appreciate him in any case, already marks you as being in possession of a discerning mind, a rebel against conventional wisdom. Apparently, there is no shortage of such rebels.

The crowds – I don’t have an estimate but there were 20,000 people at the Brain Bar event at which he was a main draw – might have seemed to him as a tribute to the resiliency of the human spirit. That people were there at all, seeking not a confirmation of political bias but rather to gain a greater sense of personal purpose, shows that the powerful in this world cannot finally rule the day.

He is just one man with a message against the world’s most powerful voices in media, academia, and government – and yet through ideas alone, beginning as nothing but one man in a classroom, he has become the world’s most influential public intellectual.

As for his emotion this night, Jordan probably felt a deep sense of gratitude for being the recipient of this affection and for his place in inspiring people to become intellectual dissidents. That is enough to cause tears of gratitude.

There is far more that overwhelms you about being in this remarkable and indescribably beautiful city. The history is deep and rich and present everywhere you look. There is drama within eyesight of anywhere you stand. The Danube river and bridges, the castles, the stunning Parliament building, the churches and universities, all of it, are not dusty old monuments but currently in use amidst a teeming commercial life that is equal parts old and new.

The whole city also feels extremely young, similarly today to what it might have been like in the late 19th century, in the last years of the Belle Époque when Budapest’s cultural and commercial life rivaled Vienna’s. It’s a magical place, as delightful to visit as anywhere on the planet, in my view.

But what you see is only on the surface. The scars of this city are extremely deep, having been put through astonishing traumas of totalitarianism of the left and right, the bombings, the terror and cruelty and poverty – the experience is not that far back in history. It was tyrannized by Soviet occupation twice, first after World War I and then following World War II, between which it experienced Nazi occupation and devastating Allied bombing that destroyed its infrastructure (all of which has since been rebuilt).

And yet you can walk the city and not see this deep suffering overtly. The city, which wears this grim past lightly, is a tribute to the survival of hope in the face of overwhelming forces that sought to destroy it. The city lives. It thrives. It dreams anew.

In addition to being a psychologist, Peterson is also a historian of totalitarianism. There are ways to read history as a dry reportage of events. That is not how he reads history. Good historians recount events. Great historians tell stories as if they lived them. Peterson is next level: he has sought the inner philosophical and psychological turmoil that shape history through the moral choices of both the oppressed and oppressors. He seeks to understand the inner horror from the point of view of human nature.

As he exclaimed in a slightly terrifying moment, he has read about the history of Hungary and totalitarianism “not as a victim, not as a hero, but as a perpetrator.” What he means is that we must come to terms with evil not just as something external to ourselves but as a force deep within the human personality itself – not excluding our own personalities. What character traits do we need to acquire, what values do we need to adopt, that can prepare us to resist when evil invites our participation in violence and terror? He never stops reminding us what we are capable of doing both good and evil, and urges that we steel ourselves to live good lives even when it is not in our political and economic interests to do so.

So here we were in St Stephen’s square outside the great Basilica, packed with young people there to hear his message, in this remarkable city, a tribute to the resiliency of the human personality in the presence of one hundred years of oppression and violence. And yet there we were in this year, an age of hope, everyone given yet another chance to get it right, to live well, to treat others with dignity, to build peace and prosperity yet again.

The look on his face, and tears in his eyes, seem to suggest to himself and others: we can do this. We will not give in to evil. We can be strong. We can learn, build, and achieve. Against all odds, he has emerged as a leading voice to add to the possibility of success in our times.

I’ve heard Peterson live before and, like you, watched many of his speeches and interviews on youtube. I can tell you, I’ve never heard anything like what he said on this evening. It was for the ages.

The latter part of his presentation was lighter, with some very charming “one-minute therapy” sessions on stage with audience members that variously turned profound once again. And here is what is amazing: you discover that the real core of Peterson is not his political outlook or his role as a cultural pundit, historian, or philosopher but his professional training as a psychotherapist, just one man there to help one individual find a way forward through the terrifying struggles of life. Through technology, he finds himself in the blessed role of serving millions of willing readers and listeners.

Even now he can’t possibly know the full impact of his influence. I suspect, for example, that he is unaware of the crucial role he played in American political life when only two years ago, young men were being drawn to the invidious politics of the so-called Alt-right as an alternative to the false moralism of the social-justice left. They were drawn to his brave stances against speech controls, but he knew better than to side with any mob on either side of the extremes. He schooled even his new fans in the evils of every brand of identity politics – and the moral urgency of universal human dignity – and justly earned the wrath of alt-right leadership. Thus did he contribute to saving a generation from perdition in extremely volatile times. For this, he deserves the gratitude of every genuine liberal, but, so far as I know, he has never been publicly credited for this achievement.

“Ego Sum Via Veritas et Vita,” read the sign above the entrance to the Basilica. I am the way, the truth, and the life. The sign reminds us of the universal hunger to find direction, purpose, meaning, and redemption in the midst of the chaos and anomy of the historical narrative.

Peterson is not a religious man but he respects its ethos and contribution. This night he became a preacher of goodness, of civility, of moral strength in the face of struggle. The poetry of it all, and the promise that goodness and decency can prevail, was manifest in the crowds and the city right here, this night, in Budapest. It combined to inspire him to find the fullness of his voice.

And this is why he cried tears of joy.

* * * *

Soon after this presentation, Peterson was in the hospital in recovery at the same time the world of freedom and rights fell apart. He woke to a different world. He began to fight again. And here we are, exactly as he predicted: he is the enemy of the state. He has spent his entire professional career not only as a scholar and therapist – really a genius – but also as a resistor and a bringer of light in dark times.

Author

  • Jeffrey A. Tucker

    Jeffrey A. Tucker is Founder and President of the Brownstone Institute. He is also Senior Economics Columnist for Epoch Times, author of 10 books, including Liberty or Lockdown, and thousands of articles in the scholarly and popular press. He speaks widely on topics of economics, technology, social philosophy, and culture.

Brownstone Institute

The Unmasking of Vaccine Science

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From the Brownstone Institute

By Maryanne DemasiMaryanne Demasi  

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.

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 Medicineconceding 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

Maryanne Demasi

Maryanne Demasi, 2023 Brownstone Fellow, is an investigative medical reporter with a PhD in rheumatology, who writes for online media and top tiered medical journals. For over a decade, she produced TV documentaries for the Australian Broadcasting Corporation (ABC) and has worked as a speechwriter and political advisor for the South Australian Science Minister.

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Brownstone Institute

Bizarre Decisions about Nicotine Pouches Lead to the Wrong Products on Shelves

Published on

From the Brownstone Institute

  Roger Bate  

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.

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

Roger Bate

Roger Bate is a Brownstone Fellow, Senior Fellow at the International Center for Law and Economics (Jan 2023-present), Board member of Africa Fighting Malaria (September 2000-present), and Fellow at the Institute of Economic Affairs (January 2000-present).

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