Johnson & Johnson said Tuesday that it is discontinuing its talc-based baby powder in the United States and Canada as demand fell in light of mounting lawsuits that said it caused cancer.

J&J attributed the decline “in large part to changes in consumer habits and fueled by misinformation around the safety of the product and a constant barrage of litigation advertising.”

The consumer and medical goods giant, which makes everything from Tylenol to Aveeno lotions, has repeatedly denied the allegations.

On Tuesday, the company said it “remains steadfastly confident in the safety of talc-based Johnson’s Baby Powder.”

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