this is "nightline." >> tonight, juuling schooling. >> kids are going to the bathroom, smoking in stalls -- >> silent, sleek, easy to sneak. >> the first time i couldn't stop coughing. after i got the hang of it, i didn't want to stop. >> are e-cigarettes luring teenagers with techie designs and fruity flavors? >> you're hooked like that and you cstop. >> an fda investigation taking aim at the skyrocketing vaping trend. cliffhanger. 90-foot falls at over 50 miles an hour. one wrong move could mean disaster. with the reigning red bull cliff diving world series fighting to keep her crown and her cool. >> to go through all of that

stress, fear, to walk right back up and do it again, you're facing your fears every day. >> "nightline" will be right back.

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battery-operated e-cigarettes. 1 in 10 teens by some counts are vaping or juuling, with fruity flavor s masking addictive nicotine. the fda continuing to investigate this alarming trend. it's the modern take on smoking behind the bleachers. >> parenting alert about the danger of teens vaping -- >> the fda warning about liquid nicotine used in e-cigarettes -- >> reporter: juuling, named after this brand, exploding in popularity among teens. >> i've seen kids juul in class. >> kids going in the bathroom, smoking it in stalls. >> you're hooked like that, and you can't stop. >> reporter: school districts cracking down. parents up in arms. kids, some unwittingly becoming akids to nicotine before they even graduate from middle school. >> they're handed this product. they don't know what it is, they don't know it's nicotine, they don't know it's bad for you, they don't know the

consequences -- >> reporter: the juul heats up liquid nicotine that the users hail, made for adult smokers looking to quit cigarettes. >> i'm encouraging people to use this and not smoke. >> reporter: it's capsules some kids tell us they go through in a day, contain roughly the same amount of nicotine as a pack of cigarettes. the company simplified the names of flavor pods saying it hears the criticism that teens may be attracted to them. now cool mint is just mint. fruit medley is just fruit. the packaging more like a silicon valley must have than a smoking product. >> you have a techie device. it looks really cool. it's slim. you could hold it in the palm of your hand. your teacher, your parent, has no idea what's going on. you can get it in cool flavors. >> reporter: those flavors part of what high school student marguerite ferrara says enticed her. >> i've never been exposed to toe book co, why would i try it? since i was exposed to fruit,

main co, mint, i thought it was okay. >> reporter: she's been juuling about a year starting in eighth grade. >> the first time i used juul i couldn't stop coughing, i didn't like it. after i got the hang of it and i was able to get head rushes, i was just like -- i just didn't want to stop using it. it's just a part of my life now. i know it's bad, but i can't stop. >> reporter: marguerite sharing her struggles alongside her high school classmates in this now viral video. >> all of the people in my grade started using it. >> when i'm diagnose homework every night, i'll be writing and all of a sudden i'll want a juul rip and i'll have my pencil in my right hand, my juul in my left. >> reporter: the project the brain child of jack waxman, a high school senior who said he grew more concerned watching his friends struggle with nicotine addiction. >> the problem was getting worse and worse in my school. i wanted to create a video. as kind of a cautionary tale to sixth graders maybe who were thinking of starting to juul. >> reporter: kids say a juul is

easy to conceal. e-cigarette vapor less visible and less odor compared to smoking. >> cigarettes, it's highly stigmatized, very frowned upon. with juul, kids see it as something that is kind of like their iphone. they have their juul and their iphone. >> at schoolkids leave class to go to the bathroom, because at any point there will be someone, definitely someone in the bathroom either the girls or boys, there will be someone with a juul or any type of e-cigarette. >> reporter: her mom says marguerite quit juuling over the summer. a month after the video went live jack's taking it up a notch. off to meet with legislators to try to raise the age to buy any kind of nicotine in his county to 21. and lobby against those vape flavors. do you ever wonder, though, if you banned the flavors here that it would just pop up elsewhere? >> i think if we ban the flavors

in westchester, i think that it would set a great precedent in new york and maybe other counties would follow suit. i think the possibility to have a great ripple effect, and for westchester to take the lead and kind of be the first step in a long line of youth prevention. >> reporter: the e-cigarette industry has surged in popularity with juul leading the pack, increasing revenue by 700% last year. and with it a swell of online fandom. jokes, memes, tricks posted by users, not the company, dedicated to juul culture. hash tags adding to the cool factor some say is drawing kids to use. >> this little flash drive, feel it in your hands. it feels like really, really sleek. >> reporter: jack's literally showing these lawmakers what they're dealing with, asking them to crack down. >> i'm promoting regulating the flavors for across the entire population. this is a list of where cities

and counties have regulated flavored tobacco products to the entire population -- >> reporter: the 2009 tobacco control act banned flavors in regular cigarettes across the country. jack now wants to ban e-cigarette flavors as well. juul says, our flavors are in no way intentioned for underage use. our data shows that flavors play a critical role in helping adult smokers permanently switch from cigarettes to juul, adding that, all of our adult flavors are tested on adult panels only and we specifically avoid excessively sweet flavors like cotton candy or gummy bear. >> of course you can't put up barriers on usage, but i think -- do you think you can put up barriers on the sale? >> the legal department has to take a deeper dive into that. >> okay. >> reporter: in one study, 63% of juulers ages 15 to 24 say they didn't even know the product always contains nicotine. another recent study suggests that e-cigarettes are a gateway to traditional cigarettes with

roughly 3 million adolescents now using e-cigarettes exposed to that risk. >> these three flavors have no place in our society. they exist because of a loophole. >> reporter: juul says their product is designed exclusively for adults looking to quit smoking and they're investing $30 million to independent research, youth, and parent education and prevention. telling abc news, we want to partner and engage with policymakers, lawmakers, educators, and parents to combat underage use. we cannot be more emphatic on this point. no young person or nonnicotine user should ever try juul. and the research supports it. for adult smokers, switching to e-cigarettes could be a safer option. one study noting they don't have the lethal mix of carbon monoxide and 70 known cancer-causing chemicals found in cigarettes. >> i think if juul's intention, which is a good one, is to help adult smokers stop using more

deadly product, unfortunately, that's not exactly what's happening here. >> reporter: while the long-term impacts of nicotine are still being studied, some experts warn the potential harm on a developing brain can't be overlooked. >> nicotine is very, very dangerous for adolescent brains. >> reporter: dr. taskaran is a child and adolescent psychiatrist. >> by exposing them to nicotine chronically, you irreversibly damage the reward systems in the brain. >> reporter: he says nicotine use in adolescents can cause reduced attention span, diminished cognition, enhanced impulsivity. the fda has been criticized by health groups for delaying e-cigarette regulation. but now looking at youth appeal of several companies, including juul as part of a federal investigation. what about the skepticism that this is like a game of whack a hole?

you could stop it here but it's going to pop up elsewhere, buy it online? >> it comes down to more regulation in the form of legislation. more prevention in the form of youth to youth talks. more engagement with parents. legislation is part of a much larger movement and a much larger goal. >> reporter: weeks after that initial meeting, a step towards that goal. westchester county raising the legal age to buy tobacco and nicotine from 18 to 21. for jack, a victory. he hopes the first of many. up next, she's a two-time cliff diving champion. now taking the plunge for a peak performance. toothbrush.rom a manual to anc but my hygienist said going electric could lead to way cleaner teeth. she said, get the one inspired by dentists, with a round brush head. go pro with oral-b. oral-b's gentle rounded brush head removes more plaque along the gum line. for cleaner teeth and healthier gums. and unlike sonicare, oral-b is the first electric toothbrush brand accepted by the ada for its effectiveness and safety. what an amazing clean!

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the majestic peaks and crystal-clear waters of the azores might make you want to kick back and relax. but they make others want to jump off a cliff. tonight we'll meet competitors of the red bull cliff diving world series, risking life and limb for the ultimate deep dive. so why do they do it? here's "nightline's" special correspondent will reef reef ref another look at the drive to dive. >> reporter: from a small platform almost 90 feet in the air, rihannan is about to do what is for many of us the unfathomable. the 26-year-old is cliff diving's golden girl, a two-time world series champion dominating a sport that's all about pushing harder and higher. >> when you're standing up there, you know, it's -- it's too high and too dangerous to disrespect the height.

and i think the fear is a really good thing. >> reporter: this is the red bull cliff diving world series. seven venues, 16 athletes, all risking life and limb for that perfect 10. rihannan is hoping to become the first woman to win the series three years in a row, a feat she knows won't be easy. >> you want to walk away with that amazing feeling of standing on top of the podium. >> reporter: this competition in the heart of the atlantic, the azores. a chain of volcanic islands 1,000 miles west of mainland portugal where lush green hills give way to jagged cliffs. we just got to the island. we are driving to the marina where we'll catch a boat out to the smaller island. it's windy, it's rainy. union clear if the divers will be able to go off today, but we will be there if they do.

look at this. this is the island in the middle of nowhere. it's a rock in the middle of the ocean. that's where these divers will be jumping off of. it is incredibly dramatic. that first glimpse showing us just how high these cliffs really are. rihannan and her competition will dive from rocks up to 90 feet in the air. that's three times the height of the highest olympic dive. they have hit the water at a whopping 53 miles per hour. >> it's been a -- a whirlwind of two years for me. walked in as a wild card. walked out as a world champion. >> known to friends as rhi, to all as the one to beat, the australian native has been diving since she was 9. >> i was a trampolinist and we use similar skills. the transition was quite easy. but it took awhile to get used to the height. and to get used to the fear that you're flooded with when you stand on the end of the platform. it's the hour before the moinge got to dive 20 meters today.

>> reporter: american david colteri knows it well. an emotional journey coming back from injury that almost killed his career. after last year's sixth place finish the azores is david's proving ground. >> it's crazy. this is one of the toughest spots. obviously an incredible location but environmentally probably one of the toughest we have. >> reporter: unpredictable elements and crashing waves make this stop tricky and potentially dangerous. here athletes dive straight into the roaring ocean. a safety team waiting in the water in case anything goes wrong. >> it is common for a knockout. you take a blow at 80 kilometers an hour to your chin, you have an injury, you can't swim out of the water, they're there to catch you. >> environmentally you deal with waves and wind and rain and cold and hot. i mean, the island kind of can get all four seasons in one day. and so it's a challenge for sure. but it's also fun. >> reporter: maybe that's fun for david. but for people like me?

it's petrifying. i'll admit it, i am terrified of heights. but with a little bit of coaxing, i head up to get a diver's perspective. we are 27 meters, 90 feet in the air. my legs are jelly. i have greg, the sports director, legendary diver, to walk me out. this is a lot. all right. >> ready? >> no. >> oh, come on. >> oh my god. >> i thought they told me i'm supposed to push you off? >> no, don't even joke. >> no? >> i'd like to go back. >> okay. >> reporter: finally it's competition time. spectators gather in the waters below as each athlete preps for their dive. david heads up for his first attempt of the day. >> i visualize my dive, go through movements called modeling, so squat, swing your arms through, go through the twists and see it in your head, also do the movements. then you walk up and you're trying to stay calm and focused.

>> reporter: then it's rhi's turn. the star athlete showing off why she's unbeatable. becoming just the second woman ever to get a perfect 10. >> i got a 10, i got a 10! >> clearly very exciting. why is that such a big deal? >> i've been training since i was 9 years old. to finally get a 10 was kind of a little bit unbelievable. i didn't really believe it. >> heading into the final dive, david unless fifth. he'll be looking for a strong final to make it to the podium. and rhi is in first. we'll see if she can hang on. david is up on the platform getting ready for his final dive. he's got to leave it all out there. oh! i mean in my professional opinion, that was fantastic! >> reporter: turns out i was

right. that dive one of the most technically difficult in the sport. moving him up to second place. the technical term is a reverse two somersaults with five twists. you come off somersaulting and twisting at the same time. i do 4 1/2 twists with 1 somersault. square out, look at the water, that's how you bring your feet down and end up feet-first into the water. >> reporter: rhi holding her lead, making it to the top of the winner's podium. are all of you adrenaline junkies? >> if you see me before the dive, i don't look like an adrenaline junkie. >> what do you look like? >> sometimes like a baby, a mess. to go through all of that, that stress, fear, all the emotions, then to walk right back up and do it e. t best feeling and that's the best thing. that's what i love about the sport is that you're facing your fears every day. and it feels absolutely awesome to overcome that fear, i guess. >> reporter: in that spirit,

there's one last dive before we can leave the island. i'm taking a leap of faith of my own. safely and supervised. from 30 feet up. nowhere near as impressive as the pros, but plenty high for me. >> yeah! hey! not that bad, right? >> not that bad, i'd do it again but i don't feel like it. >> reporter: for "nightline" i'm will reeve in the azores, portugal. up next, a capital salute to a faithful statesman. ♪ adults are just better toys. introducing the 2018 c-class sedan,

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finally tonight, he spent 35 years of his life in washington. tonight, air force two landing outside the nation's capital carrying the casket of senator john mccain. his wife cindy and family were met by defense secretary james mattis. before leaving arizona for the last time, people lined the streets of phoenix and packed a

church to remember and celebrate the maverick statesman. among them political opponent and fierce friend, former vice president joe biden. >> to paraphrase shakespeare -- we shall not see his like again. >> john mccain will now lie in state at the u.s. capitol rotunda. and of course abc news will have extensive live coverage tomorrow morning and on saturday we'll bring you his memorial service at the national cathedral.

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