N
F
E
R
NEWS
H
JUUL CEO STEPS DOWN
AND COMPANY STOPS ALL
ADVERTISING
Altria
exec now
at the
helm
Words: Gordon Stribling
Kevin Burns
30 VM25
JUUL CEO Kevin Burns has left the company
following many months of scrutiny and the
recent spate of deaths linked to ‘vaping.’
Burns was replaced by K.C. Crosthwaite of
tobacco giant Altria which owns a 35 percent
stake in the embattled company.
Crosthwaite was pivotal in PMI gaining the
market authorisation for their IQOS heat-not-
burn device to be sold in the US.
His experience may prove vital as JUUL
navigates the PMTA process ahead of the 2020
compliance deadline.
Crosthwaite said:
“I have long-believed in a future where adult
smokers overwhelmingly choose alternative
products like JUUL.
“Unfortunately, today that future is at risk due to
unacceptable levels of youth usage and eroding
public confi dence 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.”
JUUL also announced that it will be suspending
all TV, print and online ads and reducing its
lobbying efforts.
Burns said it had been “an honour” to work at
JUUL and describes the company’s mission of
eliminating combustible cigarettes as “vitally
important.”
He said: “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.”
Last month, Burns expressed his concern about
the recent spate of lung illnesses but said that the
company would ‘take very swift action’ if there
was any evidence that JUUL products were to
blame.
Meanwhile, the Federal Trade Commission (FTC)
is investigating whether JUUL used social media
influencers to appeal to youth. An FDA investigation
will cover the company’s marketing practices and
the high nicotine content of JUUL pods.
JUUL has taken signifi cant steps to improve its
image and appease the FDA over the past year.
Only mint, tobacco and menthol flavours are
available in brick-and-mortar stores, with a limited
number of sweet flavours available online via an
age-verifi cation system.