The vaping category, which once was viewed as a viable new product category for retailers in the tobacco sector, is under increased pressure and scrutiny after nearly 530 people have suffered from the mysterious vaping-related lung illness. Eight people have died from this illness, the most recent being a male from Missouri. A cause for this illness has been under investigation and associated with THC oil, nicotine, Vitamin E additives [read more here], but the ultimate cause has yet to be determined. While the cause of the vaping-related illness is under investigation, federal and state governments, along with retailers, are already reacting and making their own decisions on how to handle the situation.

Viacom, CNN and CBS have all announced that they will stop airing e-cigarette advertisements in response to the recent rise of illnesses. Several politicians have also returned donations made by JUUL Labs, the manufacturer of the most popular e-cigarette in the U.S., including Nevada Democrat Sen. Catherine Cortez Masto and Illinois’ attorney general Kwame Raoul.

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