Pressured to curb teen use, Juul Labs stopped selling fruity, sweet-flavored nicotine pods in stores last year.
Then competitors rushed in.
Now Juul—claiming to be concerned about teen safety, not profits—is firing lawsuits at its competitors, whose cheaper, teen-friendly products are now flooding the market.
“It is hard to root for Juul in a corporate fight about who profits from nicotine addiction,” says Chris Bostic of Action on Smoking & Health. “But from a purely public health perspective, an I.T.C. decision in their favor would at least get some products aimed at children off the market.”