When unintended consequences are the main consequence: Rethinking regulation

Has the nicotine market become ungovernable? When regulatory superpowers like the United States and Australia have over 90% of the e-cigarette market supplied through unauthorised channels, what’s going on, and what can we learn? Is there a guiding principle we can draw for regulation? Everyone wants to square the circle between preventing youth uptake and promoting smoking cessation, but are they missing the point, doomed to fail, and what is the cost of getting it wrong?