of health risks. >> the advertising makes it look like it's cool it's sexy. >> reporter: ken mall represents the 19-year-old who says his health has suffered after becoming addicted to juuling in high school. >> just like tobacco did with the marlborough man or joe camel. e-cigarette companies are targeting youth. >> reporter: in a statement, juul labs says the lawsuit is without merit and will work with lawmakers to reduce the trend in youth use. our target is adults we have never marketed to youth. >> we are trying to say, let's regulate these products, not ban them >> reporter: philip fuhrman blames flavored e-cigarettes for enticing him to start juuling at 14 >> i know a lot of my friends who can't break the nicotine addiction. i know it took me a long time to quit juuling >> reporter: the lawsuit coming on the heels of a new study that found vaping just once, even when it doesn't contain nicotine or thc, can damage blood vessels.