"I have long believed in a future where adult smokers overwhelmingly choose alternative products like Juul," Crosthwaite said in a statement Wednesday. "That has been this company's mission since it was founded, and it has taken great strides in that direction. Unfortunately, today that future is at risk due to unacceptable levels of youth usage and eroding public confidence in our industry. Against that backdrop, we must strive to work with regulators, policymakers and other stakeholders, and earn the trust of the societies in which we operate."
But the biggest news from the company is that it is ending all broadcast, print and digital advertising in the United States, as well as lobbying efforts. The New York Times reported that the company's "Make the Switch" campaign has been criticized by the Food and Drug Administration for making e-cigarettes look like a healthier alternative to traditional cigarette smoking.