A fierce wave of backlash against the e-cigarette industry continues to swell this week with Juul's announcement a self-imposed ban on all print, digital and TV advertisements.

The wildly popular San Francisco-based vaping brand, which now owns roughly 70 per cent of the e-cig market, also announced theresignation of its CEOon Thursday morning.

It's worrisome timing for consumers amidst widespread reports ofa mysterious lung diseaseaffecting people who vape.

Juul’s CEO has stepped down and the company is suspending advertising of vaping products as hearings continue on Capitol Hill about vaping-related illnesses.pic.twitter.com/XOgPpQANhb

— NPR (@NPR)September 25, 2019

The U.S. Centre for Disease Control and Prevention (CDC)issued an outbreak warninglast week in which it reported that 530 cases of lung injury associated with electronic cigarette use had been reported across 38 states so far. Seven deaths have been confirmed.

At an emergency hearing on the outbreak yesterday, CDC Principal Deputy Director Dr. Anne Schuchattold Congressthat more than 100 people are currently working on investigations into the mysterious illness.

She recommends that consumers avoid all vaping products while the investigation is ongoing, and mentioned Juul by name when citing the dangers of e-cigarette contents for teens.

Juul is bad for you? That’s weird I thought that inhaling smoke out of an electronic stick you can charge in an Xbox would be healthy.

— Big Heat (@DanyAllstar15)September 25, 2019

Yesterday, the State of Massachusettsordered a banon the sale of all vaping products. The Governor of California hassigned a similar bill. Even U.S. President Donald Trump hasvowed to crack downon the fast-growing industry.

What I'm trying to say is that the "vape danger" situation has gotten very very real, very very fast south of the border. It's gotten to the point where federal prosecutors are nowconducting a criminal probe of Juulin the U.S.

In Canada, on the other hand, the company appears to be operating as normal — fruity flavours, colourful advertisements and all.

Juul’s decision to stop advertising does not extend to Canadahttps://t.co/352S5bDfrcpic.twitter.com/M6CtCyFexC

— Report on Business (@globebusiness)September 25, 2019

Juul Labs Canadatold the Canadian Pressby email today that the advertising ban announced this morning "impacts the U.S. only."

The Canadian arm of Juul declined to answer further questions about how it markets product in this country, stating only that the U.S. and Canada "are very different."

Let's hope so.