The illustrator of the famous “Joe Camel” ad campaign that advertised R.J. Reynolds cigarettes thinks that the trendy ad campaign for JUUL e-cigarettes is much worse.

“Just from a cursory overview with the weight of social media and getting a sense of the younger generation, to me the Juul [marketing] seems more egregious,” illustrator Jerry Lofaro told Yahoo Finance on Tuesday. “To me that really captures more of the essence of a young person’s mind than a cartoon character like Joe Camel ever could.”

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