California Launches Campaign Against E-Cigarettes

TIME

California rolled out new television and digital ads about the dangers of e-cigarettes on Monday.

The new ads air just two months after the California Department of Health (CDPH) declared e-cigarettes a public health risk, and warned Californians to stay away from them. The new ads are part of the agency’s new campaign called “Wake Up,” which suggests e-cigarettes are just another mass marketed product with serious health consequences.

MORE: California Says E-Cigarettes a Health Risk

Both ads feature songs from the ’50s and ’60s, when traditional cigarette marketing was prevalent. One ad titled “What Could Go Wrong” underlines the fact that Big Tobacco is also involved in the e-cigarette market. The ads call e-cigarettes “a new way to inhale toxic chemicals.”

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Another calls out candy-flavored e-cigarette products that California health officials believe market to children.

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“California has been a world leader in tobacco use…

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