re = /(?:[\[{,:\]}]+[\[{,:\]}\s]*"(*SKIP)(*FAIL)|"(?!\s*[\[{,:\]}]))/m
str = '{"Equipment Contents":["XL APPEARANCE GROUP","body-color grille","body-color body-side molding with chrome insert","luggage rack","15" deep-dish cast aluminum wheels","P235/75R15SL all-terrain OWL tires","power door locks","power windows","p
ower mirrors","cloth captains chairs"]}'
subst = '\\\\$0'
result = str.gsub(re, subst)
# Print the result of the substitution
puts result
Please keep in mind that these code samples are automatically generated and are not guaranteed to work. If you find any syntax errors, feel free to submit a bug report. For a full regex reference for Ruby, please visit: http://ruby-doc.org/core-2.2.0/Regexp.html