This short case asks students to discuss the e-cigarette industry's response following widespread reports of vape-related illnesses and confirmed deaths and the Trump administration's 2019 appeal to the Food and Drug Administration to ban flavored e-cigarettes. Without an official or nationwide ban, the industry is in a critical moment of tension. Students should brainstorm and discuss what the best next step for e-cigarette companies is, what the overall industry ramifications of a formal ban might be, and what responsibility companies have toward public health
