Amid criticism from regulators and increasing public scrutiny of vaping products, Juul Labs Inc. announced Wednesday that CEO Kevin Burns will step down immediately and the company will suspend all advertisements of its products.

“Working at Juul Labs has been an honor and I still believe the company’s mission of eliminating combustible cigarettes is vitally important,” Burns said in the press release announcing his resignation. “I am very proud of my team’s efforts to lead the industry toward much needed category-wide action to tackle underage usage of these products, which are intended for adult smokers only.”

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