Louisiana Attorney General Liz Murrill is directing funds from the state’s successful lawsuit against Juul Labs, a manufactures of vapes and e-cigarettes, to start a youth anti-vaping campaign using Louisiana State University (LSU) Tiger athletes through NIL.

According to a story from the Louisiana Illuminator, this is the first state-funded NIL deal in Louisiana. The campaign is funded by a $10 million settlement won by the state from JUUL, but a condition of the settlement is that it is required to be used to combat youth and teen vaping as well as adults under the age of 21.

In a clever way to use the funds for that purpose and help LSU’s NIL program, $225,000 of the settlement is going towards student athletes at LSU with an additional near $70,000 going to similar initiatives at Louisiana-Lafayette, Grambling, Southern, McNeese State, and several other smaller schools across the state.

In the case of the LSU funds, it will go through the Playfly Sports Properties, which is a private company that manages corporate sponsorships for the school. Currently, the contract which was obtained by both The Illuminator and Tiger Rag does not detail which specific athletes are going to be involved in the campaign or how much they are going to be specifically compensated, but does include the fact that the non-LSU athletes are going to be compensated between $1,000 and $3,000 each.

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Not everyone was in agreement that this is a good idea, however.

“I just question this approach because while you’re addressing an important issue, opening up a whole other can of worms by paying college athletes with public dollars feels very problematic…I’m having a hard time imagining when it would be appropriate to pay college athletes, especially college athletes at state universities, with public dollars, to be a part of any kind of ad campaign,” said Peter Robins-Brown, executive director of Louisiana Progress.

According to the agreement, anti-vaping materials are going to be distributed at at least one football game and at least three men’s basketball games.