The boss of vaping business Juul has stepped down, as criticism grows about the practice as its associated health risk
All US advertising has also been withdrawn for the smoking-cessation products.
Kevin Burns has stepped aside to be replaced immediately by KC Crosthwaite, former chief growth officer at tobacco giant Altria.
Juul is 35%-owned by Altria which has also said its merger talks with fellow cigarette-manufacturer Phillip Morris will not go ahead.
The US government is planning a country-wide ban on flavoured e-cigarettes, which had allegedly been also marketed to children. Juul has accepted this ruling.
Retail giant Walmart has stopped selling vaping products, which contain the addictive active ingredient nicotine.
The US Food and Drug Administration told Juul to stop making health claims without scientific evidence.
Some serious lung illnesses, including fatalities, have been linked to vaping.
New York and Michigan states have already imposed bans on flavoured e-cigarettes, while Massachusetts has announced a four-month ban on all vaping products.