Juul E-cigarettes will be pulled from store shelves.

According to a newly-released Wall Street Journal report, the United States Food and Drug Administration is currently preparing to issue a formal ban on all Juul-branded E-cigarettes. According to insiders familiar with the matter, the ban could be finalized by the end of the day today.

The FDA previously banned Juul products from featuring sweet or fruity flavors in an effort to cut down on the rising trend of underage vape usage. This morning, following the report, shares in Altria Group, one of Juul’s major stakeholders, dropped by 6.8%. Altria has been prepared for this event, writing down the majority of its Juul stake based on how frequently the brand, as well as the tobacco industry and sub-industries face regulatory challenges and criticism.

“JUUL was fulcrum of the youth vaping crisis; it was driven by their product and marketing practices, FDA Commissioner Dr. Scott Gottlieb wrote on Twitter. “FDA is right to be circumspect. Electronic devices offer opportunity for adult smokers to transition off combustible products but must be conceived, marketed by responsible actors.”

At the time of writing, neither the FDA nor Altria have publicly commented on the matter.