Vape giant Juul is officially on the back foot

Juul’s now-former CEO had to perform the equivalent of corporate Seppuku and warn people not to use their products

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It’s been a bad couple months if you’re a vape company. Eight people have now died in a rash of mysterious vaping-related illnesses that nobody seems to understand how to stop.

And the vape company that has done much to advertise vapes to young people is officially on the defensive. 

Last week, Juul sacked its CEO, and stopped “all broadcast, print and digital product advertising in the U.S.”

The company has also capitulated on federal proposals to ban flavoured vape cartridges, vowing to stop lobbying against it. 

Juul exploded on the scene a few years ago, and came to be the face of vaping itself.

That is great on the way up. But with billboards in virtually every major North American city promoting its products, Juul  has become an easy target for vaping critics. 

Things got so bad that recently, Juul’s now-former CEO had to perform the equivalent of corporate Seppuku and warn people not to use their products if they aren’t already a smoker. “Don’t vape,” he said. “Don’t use Juul.” Not exactly a great sales pitch.