E-cigarette maker Juul Labs announced it is suspending all broadcast, print and digital product advertising in the U.S., HealthDay reports.

The company also announced its CEO, Kevin Burns, is stepping down. Earlier this month, President Trump announced he had directed the Food and Drug Administration to ban the sale of most flavored e-cigarettes. Juul said it will not fight the proposed ban.

K.C. Crosthwaite, who is replacing Burns, said in a statement that there are “unacceptable levels of youth usage and eroding public confidence in our industry.”

Hundreds of people have become ill with lung ailments after vaping, and health officials are investigating a growing number of deaths possibly linked to e-cigarettes.