ATLANTA – For the first time, U.S. health authorities are launching an ad blitz to counteract the growing popularity of e-cigarettes. Beginning next week, the Centers for Disease Control (CDC) is launching the latest in its series of ad campaigns designed to sway Americans’ feelings about cigarettes.

Expanding on the dramatic “Tips from Former Smokers” series that has been running for the past three years, the new ads will also include former e-cigarette users. Since e-cigarettes do not yet face the same restrictions on marketing that traditional tobacco products do, the CDC is concerned that widespread e-cigarette marketing could reverse decades of public health efforts to portray the negative effects of smoking.

The CDC’s new campaign will run for 20 weeks and include broadcast, print, billboards and online ads. One radio and print ad features a 35-year-old named Kristy "who tried using e-cigarettes to quit smoking cigarettes but ended up using both products instead,” according to a press release by the CDC in advance of the campaign’s launch. The CDC has spent about $230 million since 2012 on “Tips from Former Smokers.”