Juul is shaking up its leadership and won't advertise its e-cigarettes in the U.S. as it and other brands face backlash over a surge in teen vaping and breathing illnesses.
“I think this rush to judgment is extraordinary, and we might be looking at the demise of vaping,” said Kenneth Warner, professor emeritus at University of Michigan’s school of public health.
Exempt from restrictions on traditional tobacco marketing, Juul until now has advertised its e-cigarettes in print, TV, radio and online. It’s also replacing its CEO with a senior executive from Altria, the maker of Marlboro cigarettes that paid $13 billion for a 35% stake in Juul in December. Health officials are investigating hundreds of recent cases of the lung illness. Many patients said they vaped THC, marijuana’s intoxicating chemical, with bootleg devices, but officials have not yet implicated any common product or ingredient.
“I think conflating the two is risky because it might force us down the wrong path,” said Gottlieb, who stepped down in April.Vaping opponents met Juul’s changes with skepticism. In the last year, Juul tried to reposition itself as a brand for middle-age smokers looking to wean themselves off cigarettes. But the FDA warned the company this month that its product hasn’t yet been approved to help smokers quit.
“We must strive to work with regulators, policymakers and other stakeholders, and earn the trust of the societies in which we operate,” Crosthwaite said in a statement.Altria and Philip Morris International said Wednesday that they were calling off merger talks a month after floating a deal that would have created the world’s largest tobacco company.
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