![]() It’s the very nature of P.S.A.s to be behind the curve: Youth vaping rates soared, in part, because no one with political power took note of Juul’s sleek, youthful marketing until it had already succeeded. to an online meme - an image of the aggressively middle-aged actor Steve Buscemi, in an episode of “30 Rock,” comically trying to blend in with some teenagers. In the DashVapes segment, the vapers compare the P.S.A. There is an assumption that kids are still into heavy metal. There are shades of the overblown approach of ’80s drug-war propaganda, like the implication that chemicals from disposable vape cartridges have an effect similar to, say, detonating a bomb. Despite rumors that the administration would strip all flavored products from the market, it instead instituted a partial ban, removing only the flavored cartridges popular among teenagers the liquids for open-tank systems, often favored by adults, would remain, and menthol received a complete pass.Īs with most P.S.A.s, Truth’s is easy to ridicule. In the fall, they popularized the slogan “We Vape, We Vote” - a warning realistic enough that it reportedly had a hand in persuading the Trump administration to back down from strong policies on vaping. Some have been talking heads on news channels. They have held rallies outside state capitol buildings and the White House. “It’s life or death.” It’s these ex-smokers who have grown into a sizable, vocal and largely Republican and libertarian coalition - and who, like the hosts at DashVapes, have become de facto political advocates for the technology. “Vaping isn’t a lifestyle,” goes one common refrain. ![]() ![]() They tend to see the practice as a more healthful alternative to cigarettes it’s how, they insist, they have stopped smoking. The younger one includes online influencers, who have been the subject of countless documentaries and news articles - though their social stock plummeted in December, after Instagram disallowed branded content that promoted vaping. Vapers tend to fall into two sometimes-overlapping camps. But as cities and states across the country began agreeing with advocates and banning many flavored vaping products, their niche culture was pulled from obscurity and forced to adapt. They couldn’t have expected such an intense spotlight to turn their way. ![]() But as those news stories received more attention - and as political figures pushed for knee-jerk regulatory fixes - a community of vapers was mobilized as well, propelled by its most digitally savvy proponents: popular YouTubers and video bloggers like GrimmGreen and Matt Culley and Ryan Hall. ![]()
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