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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