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E-cigarette maker Juul’s valuation ‘coming down sharply’

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E-cigarette maker Juul’s valuation ‘coming down sharply’

A person smokes a Juul Labs e-cigarette in this arranged photograph taken in the Brooklyn, New York.Gabby Jones | Bloomberg | Getty ImagesThe value of e-cigarette maker Juul in the private market is “coming down sharply,” people familiar with the matter tell CNBC’s David Faber.While Philip Morris invested in the controversial vaping company at around $250 per share, sources say that Juul is now valued at 20% lower in a range between $225-$230.The decline in Juul’s valuation in the private market comes amid a flurry of regulatory headwinds for the company, which was recently accused of of illegally advertising vaping as a way to quit smoking and targeting children with flavors like menthol and bubble gum.

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