Juul suspends U.S. advertising as it names new CEO

Vaping startup Juul announced Wednesday that it would suspend all broadcast, print and digital advertising of its products in the U.S.

The big picture: The move comes alongside the ouster of CEO Kevin Burns. He will step aside immediately for K.C. Crosthwaite, who previously served as tobacco giant Altria's chief growth officer.

• The company said that Crosthwaite and Juul's leadership team will "continue a broad review of the company's practices and policies to ensure alignment with its aim of responsible leadership within the industry."
• It also said that it would cease its lobbying efforts against the Trump administration's plan to ban flavored e-cigarettes.
• The company has faced criticism for its campaigns that characterize vaping as a safer alternative to traditional smoking.

The state of play: The move comes after a 9th person died in the U.S. from a vaping-related illness earlier this week.

• The CDC reported there are 530 possible cases of severe respiratory illnesses among people who vaped nicotine or cannabis products in 38 states and 1 territory as of earlier this month.
• But, according to CDC Principal Deputy Director Anne Schuchat's testimony on Tuesday, "hundreds" of new cases have been reported over the past week.

Go deeper: U.S. investigates fatality from vaping as lung-related illnesses rise