Embattled e-cigarette company Juul Labs said Wednesday that CEO Kevin Burns was stepping down effective immediately and will be replaced by K.C. Crosthwaite.

The company said it will immediately suspend all broadcast, print and digital product advertising in the U.S. 

Crosthwaite was formerly chief growth officer at Altria Group (MO) - Get Report , which invested $12.8 billion in Juul Labs.

Juul Labs said it will also stop lobbying the Trump administration on its draft guidance on e-cigarettes "and committing to fully support and comply with the final policy when effective."

President Donald Trump earlier in September said that his administration was considering a ban on flavored e-cigarettes amid an outbreak of a mysterious lung disease.

E-cigarettes have come under increasing regulatory focus as millions of young people have begun using the products, lured by candy and fruit-flavored vaping products. Several recent deaths linked to e-cigarettes have prompted additional calls for their regulation.

Juul Labs, the largest maker of e-cigarette products, is facing a federal criminal probe, according to a published report Monday. On September 9, the U.S. Food and Drug Administration issued a warning letter to Juul Labs charging the company is was breaking the law by marketing its vaping products as less harmful than traditional tobacco products.

The company is also facing several lawsuits, including a trio of federal lawsuits filed by three New Jersey teenagers who charged the e-cigarette maker targeted youth through its marketing strategies, product design and flavors. All three teenagers became addicted to nicotine after using Juul vaping products, according to the complaints.

"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," Burns said in a statement.

Separately, Philip Morris International (PM) - Get Report said it had ended merger talks with Altria Group. Shares of Philip Morris surged 6.3% to $76.04, while Altria was off slightly to $40.71.