Juul Labs has launched a $10 million TV ad campaign that aims to convince smokers to switch to the company’s popular vaping device for health reasons. The company’s attempt to become a public-health crusader is drawing skepticism from critics, according to The New York Times.

Matthew L. Myers, President the Campaign for Tobacco-Free Kids, said Juul’s new ad campaign is a public relations effort aimed at legislators and regulators. “Juul has engaged in all the traditional tactics of a company that is trying to fend off meaningful regulation, rather than actually change their behavior,” he said. “That is classic Big Tobacco.”

Last month, Juul received a $12.8 billion investment from tobacco company Altria in exchange for 35 percent of the company.