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Juul, the e-cigarette company that has become ubiquitous among teens, is launching its first television ad campaign targeting adult smokers as it faces criticism that its fruity flavors are designed for underaged users.

The San Francisco-based e-cigarette company plans to launch over the summer its new TV campaign, featuring testimonials from adults who have used Juul to stop smoking cigarettes, executives said. The ads are likely to draw some controversy. [...]