Altria Group MO shares were trading over 4% lower Thursday afternoon.
FTC investigators are looking at whether Juul is engaged in deceptive marketing, including targeting minors or using influencers, according to a Reuters report.
Before news of the FTC investigation came out Thursday, Juul Labs CEO Kevin Burns said in a CBS interview that non-smokers shouldn't start vaping or using a Juul.
"Don't start using nicotine if you don't have a preexisting relationship with nicotine," he said.
"Don't use the product. You're not our target consumer."
Altria shares were down 3.44% at $44.28 before the close Thursday.
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