If you’re like most people, you’ve probably assumed the tobacco industry is fading into the background. But the reality is alarmingly worse than we thought 😳
I had the great pleasure of meeting Jeltsje Boersma, a prominent anti-tobacco advocate and public health policy professional, serving as a Senior Policy Officer at Impact Unfiltered. She delivered her famous “I’m here today to make you angry” speech that went super viral on social media, exposing the shocking tactics of Big Tobacco.
While many Western countries have reduced smoking through regulation and public health campaigns, tobacco companies have moved aggressively into lower- and middle-income countries, where young populations, weaker enforcement, and competing national priorities create ideal conditions for growth.
Join the conversation now and share this message with your family, friends, and colleagues to help put an end to this exploitative industry.
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Timestamps:
(00:00:00) – Preview
(00:02:17) – Jeltsje's idea behind her viral video. What was the trigger?
(00:04:36) – Why the tobacco industry never really disappeared and how they took advantage of the smoking ban!
(00:09:08) – The sudden growth of the vaping industry, offering big tobacco a new lifeline
(00:12:34) – How the industry used culture and sport over the years, and now vaping, to target young people and normalise smoking
(00:16:38) – How the tobacco industry pioneered behaviour-driven marketing, also applied by the AI sector through the "behaviour stack" and how to challenge it
(00:21:37) – Public reaction to Jeltsje's viral video and the response from the tobacco industry
(00:24:41) – The new market opportunity for the tobacco industry following the legalisation of Marijuana, powered by Crypto!
(00:31:49) – Why can't governments ban nicotine altogether or classify it as a Class A drug, since it is as addictive as other Class A drugs?
(00:37:59) – Jeltsje's personal journey that led her to dedicate he professional life to fight the tobacco industry: These companies influence democracy!
(00:49:53) – Why do smart professionals and intelligent employees within corporations rarely speak out against unethical practices?
(00:59:32) – Challenging influential politicians financially supported by the tobacco industry, which could also affect the petroleum, alcohol, food, and tech sectors.
(01:04:07) – How big tobacco captured the global south with political influence and almost non-existent regulations
(01:15:01) – With the rapid rise of vapes and vape promotions on social media, how to use simple counter messaging to ban nicotine – the core element behind smoking addiction?
(01:26:26) – Big Tobacco's tactics of researching and developing "solutions" to nicotine addiction and the "tobacco-free future"
(01:30:11) – How can you get involved in fighting off the tobacco industry and how to deal with their "Bullsh*t Bingo!"
(01:36:16) – The rise of the crypto-powered betting markets masqueraded as "event contracts," "prediction markets," or financial tools targeting young people – yet another engineered addiction
Episode Notes & Citations:
https://retortmedia.com/podcasts/ceoretort/2026/07/09/jeltsje-boersma-engineered-addiction-pioneered-by-tobacco-companies-and-adopted-by-tech-and-ai-sectors/
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