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.