Juul Labs is one of the leading vape manufacturers, has ceased its broadcast, digital, and print ads in the U.S. as a new CEO takes over. The firm spent $104 million in the first half of 2019, based on Kantar Media, up enormously from 2018.
Last week, CBS, WarnerMedia, and Viacom dropped e-cigarette promoting, citing rising health issues and the rising number of teenage vapers. Cigarette ads are illegal on T.V., and however, vaping advertisements were permitted.
Coinciding with the advertising decision was news that K.C. Crosthwaite will take over as Juul CEO, changing Kevin Burns. Crosthwaite is a former chief growth officer for Altria (formerly Philip Morris), which owns a minority stake in Juul.
Juul has not stated whether the advertising halt is temporary, or whether it can turn its efforts towards other types of advertising and marketing, or proceed to do so in other markets. It additionally stated it would not lobby against legislation designed to limit advertising targeted to minors.