CEO of Juul apologizes to parents for teen vaping epidemic

In a new interview, the head of Juul vapor says "I'm sorry" to parents of teens who vape, saying they never intended to make the products appealing to teens.
2:55 | 07/16/19

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Transcript for CEO of Juul apologizes to parents for teen vaping epidemic
e-cigarette brand Juul apologized to parents over the teen vaping epidemic as the CDC reports more than 20% of high schoolers are vaping. Will reeve with the story. Julia louis-dreyfus yooul is on city street, in offices, even in classrooms and critics especially parents of teenagers who feel that their kids are drawn into Juul by the youthful marketing and their flavor options have been hammering the e-cigarette company to do something about reversing the vaping trend. Right now the CEO is starting with an apology. This morning, the CEO of Juul telling parents he's sorry for any blame his company might have for getting some teens hooked on First of all I'm sorry that their child is using the it's not intended for them. I hope there was nothing that we did that made it appealing to them. As a parent of a 16-year-old, I'm sorry for them and I have empathy for them in terms of what the challenges they're going through. Reporter: Part of a new CNBC documentary on the massive popularity of e-cigarettes. While Juul has long maintained that their product is for adults who want to quit smoking conventional cigarettes, critics say that vaping is just another form of nicotine addiction. Juul in particular has come under fire for its colorful design and assortment of sweet fruity flavors that are popular with teens. Don't hear any acceptance of responsibility or taking, you know, accountability for creating the youth vaping epidemic. Reporter: The food and drug administration calls teen vaping an epidemic. According to a recent survey sponsored by the department of health and human service, a whopping 37% of 12th graders reported vaping in 2018 compared to 28% in 2017. And even Juul's CEO admits the long-term effects of the product are unclear. We have not done the long-term longitudinal clinical testing we need to do. Reporter: One Juul pod contains roughly the same amount of nicotine as a whole pack of cigarettes according to Julia louis-dreyfus's website. With vaping so pervasive, in November 2018, Juul shut down some of its social media campaigns and suspended sales of most of its flavored pods in retail stores. If you are really sorry, take all the flavors off the market. Reporter: And now cities are taking matters into their own hands. In June San Francisco where Juul is headquartered became the first city to ban the sale of e-cigarettes and then on Monday acting fda commissioner Ned Sharpless issued a statement statement saying we cannot allow the next generation to become addicted to nicotine because of e-cigarettes. The fda stands ready to accelerate their view of e-cigarettes and other new tobacco products. A lot of parents concerned about this. Didn't realize it was actually happening in the classroom. Yes, can get away with it. Thank you, will. Now to "The lion king."

This transcript has been automatically generated and may not be 100% accurate.

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