Juul Labs CEO Kevin Burns announced Wednesday that he is stepping down from the popular e-cigarette company amid growing concerns and criticism of vaping.

Burns will be replaced by K.C. Crosthwaite, who previously served as chief growth officer for major tobacco company Altria, which owns a 35% stake in Juul, according to The New York Times .

Juul Labs also said Wednesday that it is suspending all broadcast, print and digital product advertising of its products in the United States, and that it will not fight the Trump administrations proposal to ban all flavored e-cigarettes.