Juul CEO Kevin Burns steps down and is to stop all US advertising

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• Juul announced in a statement on its website that Kevin Burns, CEO of the e-cigarette company has stepped down from the role.

• Juul also said, effective immediately, that it would be “suspending all broadcast, print and digital product advertising in the US.”

• It also will be “refraining from lobbying the Administration on its draft guidance and committing to fully support and comply with the final policy when effective.”
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Juul announced in a statement on its website that the Kevin Burns, CEO of the e-cigarette company has stepped down from the role.

The company which is valued at around $38 billion, said on its website that KC Crosthwaite would be taking over the role effective immediately.

The statement said: “In his new role, Crosthwaite and the entire JUUL Labs 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.”

The company which is also part-owned by tobacco giant Altria said, effective immediately, that it would be “suspending all broadcast, print and digital product advertising in the US.”

It also will be “refraining from lobbying the Administration on its draft guidance and committing to fully support and comply with the final policy when effective.”

Earlier this month Business Insider reported on the FDA cracking down on Juul for portraying its e-cigs as “totally safe” as it marketed them to children. 

“Referring to your ENDS products as ‘99% safer’ than cigarettes, ‘much safer’ than cigarettes, ‘totally safe,’ and ‘a safer alternative than smoking cigarettes’ is particularly concerning because these statements were made directly to children in school,” the FDA letter said.

Burns in an interview with CBS in August warned against the use of using Juul’s products. Burns at the time said that anyone who was not already using nicotine should not use Juul products due to the addictive nature of the drug. 

“Don’t vape. Don’t use Juul,” Burns told Tony Dokoupil, adding “don’t start using nicotine if you don’t have a pre-existing relationship with nicotine.”