How Vaping Company Juul's Anti-Tobacco Ads Could Backfire

Juuls, the e-cigarette devices that can contain high amounts of nicotine, are highly popular with young people.

The company, which makes up about 60 percent of the e-cigarette market, has recently faced scrutiny from the FDA and Mass. Attorney General Maura Healey for not doing enough to curb underage use of their products.

Juul's answer to these accusations of marketing to minors is an anti-smoking marketing campaign targeted at young people. But, will the ads — some of which stress that vaping is just for adults — be effective?

John Carroll, professor of communication at Boston University and senior analyst for WBUR. He tweets @johncarroll_bu.