

Juul has just announced that its CEO, Kevin Burns, will be stepping down as a result of the current backlash of vaping.

People explains that the company will also stop all advertisements  in the U.S, including their “Make the Switch” campaign that claimed that Juul was a healthier alternative to cigarettes. That exact claim was said to be illegal by the Food and Drug Administration.

Juul will also refrain from fighting the Trump administration’s plans to ban e-cigarettes. This all comes after there has been an outbreak of lung illnesses related to vaping. So far, nine have died and hundreds have been hospitalized.

Burns will be replaced by K.C Crosthwaite, an executive from the tobacco company Altria. Ironically, Altria owns a 35 percent stake in Juul, which is the most popular e-cigarette on the market.