Juul Labs will no longer promote its e-cigarettes in print, digital, and TV advertisements, and is replacing its CEO amid an escalating backlash against vaping nationwide.

The nation’s largest e-cigarette maker also pledged Wednesday not to lobby against a sweeping ban on vaping flavors proposed by the Trump administration earlier this month.

Juul announced its CEO, Kevin Burns, will step down and be replaced by a senior executive from Altria, the maker of Marlboro cigarettes. Altria took a 35% stake in Juul in December at a cost of $13 billion.

E-cigarette manufacturers have come under fire for promoting their flavors to entice children and the recent health concerns that have put e-cigarette users in the hospital with respiratory problems and have even contributed to their deaths.