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Altria Group has ended a deal that barred it from competing with Juul Labs Inc., opening the door for the Marlboro maker to buy an e-cigarette company or develop its own vaping products.

As part of ending the agreement, Altria reduced its rights to designate Juul board members. The tobacco giant’s shares in Juul are now converted to single-vote common stock, significantly reducing its voting power. “Our decision to terminate our noncompete maximizes our flexibility to compete in e-vapor as it allows us to maintain our economic investment in Juul, to compete organically and through M&A,” Steve Callahan, an Altria spokesperson, said via email.