Nevertheless, Juul Labs decided to move forward with the ads, placing them in front of young people with both network and print strategies. Internal documents show the extent to which the company went to market directly to young people, playing a significant role in sparking the teen vaping crisis. In 2018, a spokesperson for Juul told the New York Times that the original ad campaign was aimed at adults in their 20s and 30s and insisted that it was abandoned after five months in the fall of 2015. The lawsuit claims that was not the case and that Juul continued to reach out to underage users after it claimed to have abandoned the campaign.