Kevin Burns, CEO of Juul Labs \u2060\u2014 the maker of the bestselling e-cigarette in the U.S. and center of federal regulators\u2019 crackdown into what they\u2019re calling a teen vaping \u201cepidemic\u201d \u2060\u2014 has a message for parents whose children are addicted to his company\u2019s products: \u201cI\u2019m sorry.\u201dSince launching in 2015, Juul has quickly come to dominate the e-cigarette industry with roughly 40% of the market, becoming such a dominant player that Altria, the top U.S. cigarette company, invested $12.8 billion for a 35% stake in the San Francisco-based start-up. But the company has a problem: Its vapes are incredibly popular with teenagers.The Food and Drug Administration has declared teen vaping an \u201cepidemic,\u201d citing federal survey data that showed nearly 21% of high school students vaped last year. Former FDA Commissioner Scott Gottlieb and health care advocates blame the surge in teen vaping on Juul.CNBC\u2019s Carl Quintanilla interviewed Burns for a documentary, \u201cVaporized: America\u2019s E-cigarette Addiction,\u201d which premiers Monday at 10 p.m. ET. Quintanilla, who toured one of Juul\u2019s manufacturing facilities in Wisconsin with Burns, asked him what he would say to a parent with a child who was addicted to Juul.\u201cFirst of all, I\u2019d tell them that I\u2019m sorry that their child\u2019s using the product,\u201d said Burns, who joined Juul in late 2017. \u201cIt\u2019s not intended for them. I hope there was nothing that we did that made it appealing to them. As a parent of a 16-year-old, I\u2019m sorry for them, and I have empathy for them, in terms of what the challenges they\u2019re going through.\u201dThe company has tried to combat youth use by shutting down its social media accounts and pulling fruity flavors like creme and mango from retailers. So far, that hasn\u2019t stopped criticism. The company\u2019s hometown of San Francisco banned sales of e-cigarettes last month.E-cigarettes are being marketed to adults to help them quit smoking while still getting their nicotine fix. But they\u2019ve come under fire in recent months for their growing popularity among teens. Federal data shows about 3 million U.S. high school students vaped last year. That is prompting fears e-cigarettes are addicting a new generation of nicotine after decades of cigarette smoking rates plummeting.Pam Debono\u2019s daughter Grace picked up a Juul in the summer of 2017. At the time she was 15 and Juul was starting to take off. Pam Debono calls it \u201cthe summer of Juul,\u201d when she started finding plastic covers everywhere that she \u201cdidn\u2019t really have a clue what they were.\u201dGrace told CNBC that a friend of hers bought the Juul pods and devices from a gas station. Both girls were 15 at the time. Grace said she would hit her Juul first thing in the morning and would puff on it all day, going through one nicotine pod per day \u2014 about as much nicotine as a pack of cigarettes.\u201cIt would always be in my hands,\u201d she said. \u201cLike, it would always just be with me, you know? And so I would always just, like, hit it \u2019cause it was just so easy.\u201dStanford pediatrics professor Bonnie Halpern-Felsher said her research team found kids are \u201cmore addicted\u201d to Juul than other products because the nicotine level in Juul pods is \u201castronomically high.\u201d Juul pods contain 5% nicotine, whereas other pods before Juul\u2019s introduction contained between roughly 1% and 2.4% on average, according to the Truth Initiative, a nonprofit dedicated to eradicating tobacco. The company has since introduced lower dosages with 3% nicotine for some of its flavors.Juul says its products are meant for adults, not minors like Grace. The company supports raising the minimum smoking age to 21 to keep teenagers from buying its e-cigarettes.Yet Juul\u2019s critics point to the company\u2019s initial advertising campaign, which featured bright colors and young looking models, as evidence that Juul fueled the surge in teen vaping. Co-founder Adam Bowen said in retrospect the ads were \u201cinappropriate.\u201d\u201cWhen we launched Juul, we had a campaign that was arguably too kind of lifestyle-oriented, too flashy,\u201d he said. \u201cIt lasted less than six months. It was in the early days of the product introduction. We think it had no impact on sales.\u201dGottlieb, the former FDA commissioner, says the surge in teen vaping caught the FDA by surprise. While at the agency, Gottlieb delayed a key deadline that would have forced e-cigarettes to undergo FDA review by now and could have removed some from the market. He now isn\u2019t sure if he made the right decision.\u201cIt\u2019s a good question [whether the delay was a mistake], and it\u2019s a question I get all the time,\u201d Gottlieb said. \u201cAnd we struggle with it.\u201dThe FDA review process calls for the agency to weigh the net public health benefit \u2014 meaning it needs to weigh how many adults will benefit from them versus how many teens might be harmed \u2014 when deciding whether to allow products to stay on the market.In 2017, Gottlieb pushed the deadline to 2022 from 2018. After seeing the surge in teen use this fall, he had a change of heart. One of his last acts before stepping down in April was to move the deadline up by a year.The courts may force the agency to work even faster. A federal judge agreed with public health groups that sued the FDA for shirking its public duty.Some say it\u2019s too early to judge e-cigarettes because there isn\u2019t enough data and they haven\u2019t been around long enough to understand the effects of long-term use.\u201cFrankly, we don\u2019t know [the impact of chronic vaping] today,\u201d Burns, the Juul CEO, said. \u201cWe have not done the long-term, longitudinal, clinical testing that we need to do.\u201dDespite the unknowns, some researchers say e-cigarettes could help the U.S.\u2032 34.3 million smokers. Regulators in the U.K. are actively encouraging smokers to give up their cigarettes in favor of e-cigarettes, while the debate in the U.S. proves far more contentious.\u201cVaporized: America\u2019s E-cigarette Addiction\u201d airs on CNBC on Monday, July 15, at 10 p.m., Eastern time.Disclosure: Scott Gottlieb is a CNBC contributor.