Bogusky said Juul, like other startups, pushed for growth at any cost by positioning itself as a tech company.
Earlier this week, the company agreed to suspend all advertising amid a crackdown on vaping by the Federal Trade Commission and the US Food and Drug Administration.
Alex Bogusky, who is co-founder and chief creative engineer at ad agency Crispin Porter Bogusky and who launched the anti-tobacco Truth Initiative campaign in 1998, said Juul rapidly rose by exploiting a regulatory loophole and positioning itself as a tech company to avoid rules applied to other tobacco-derived products and prescription-only anti-smoking aids like gums and patches.
Bogusky said Juul adapted the same philosophy as pseudo-medical startups like Theranos, which initially succeeded in bypassing federal regulators because "they'll just take your word for it unless it's proven otherwise."
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