E-cigarette giant Juul is pushing into TV with a multimillion-dollar campaign touting its vaping device as an alternative for middle-age smokers. And that’s raising concerns among health activists and others.

Juul devices have not been approved by the Food and Drug Administration as a means of helping smokers quit.

Anti-smoking groups say the company is making unproven claims for its product, and they want the FDA to crack down.

This frame from video shows Carolyn, a 54-year-old former smoker featured in recent Juul TV advertisements that tout the company’s vaping device as an alternative for middle-age smokers. (Juul via AP)
This frame from video shows Carolyn, a 54-year-old former smoker featured in recent Juul TV advertisements that tout the company’s vaping device as an alternative for middle-age smokers. (Juul via AP)

The FDA says it closely scrutinizes potentially false, misleading or unsupported claims.

Juul, for its part, says it devices are designed to help people “switch” from cigarettes and are not intended to be used as kick-the-habit products.

FILE - In this Dec. 20, 2018, file photo Juul products are displayed at a smoke shop in New York. Under scrutiny amid a wave of underage vaping, Juul is pushing into television with a multimillion-dollar campaign rebranding itself as a stop-smoking aid for adults trying to kick cigarettes. (AP Photo/Seth Wenig, File)
FILE – In this Dec. 20, 2018, file photo Juul products are displayed at a smoke shop in New York. Under scrutiny amid a wave of underage vaping, Juul is pushing into television with a multimillion-dollar campaign rebranding itself as a stop-smoking aid for adults trying to kick cigarettes. (AP Photo/Seth Wenig, File)
FILE - This April 16, 2019, file photo, shows a Juul vape pen in Vancouver, Wash. Under intense scrutiny amid a wave of underage vaping, Juul is pushing into television with a multimillion-dollar campaign rebranding itself as a stop-smoking aid for adults trying to kick cigarettes. (AP Photo/Craig Mitchelldyer, File)
FILE – This April 16, 2019, file photo, shows a Juul vape pen in Vancouver, Wash. Under intense scrutiny amid a wave of underage vaping, Juul is pushing into television with a multimillion-dollar campaign rebranding itself as a stop-smoking aid for adults trying to kick cigarettes. (AP Photo/Craig Mitchelldyer, File)

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