Juul Labs reached a $40 million settlement with North Carolina Attorney General Josh Stein this week, agreeing to limit its sales and marketing practices to quell underage use of its potent e-cigarettes.

The settlement is also part of an “ongoing effort to reset our company and its relationship with our stakeholders” and “earn trust through action,” as a Juul spokesperson put it in a statement. In other words: Juul is trying to shed its reputation as the company that fueled a youth vaping epidemic, and it’s willing to pay $40 million to do it.