The maker of the powerful painkiller OxyContin said it would stop marketing opioid drugs to doctors, bowing to a key demand of lawsuits that blame the company for helping trigger the current US drug abuse epidemic.

OxyContin has long been the world’s top-selling opioid painkiller, bringing in billions in sales for privately-held Purdue, which also sells a newer and longer-lasting opioid drug called Hysingla.

The company announced its surprise reversal on Saturday. Purdue’s statement said it eliminated more than half its sales staff this week and would no longer send sales representatives to doctors’ offices to discuss opioid drugs. Its remaining sales staff of about 200 will focus on other medications.

The OxyContin pill, a time-release version of oxycodone, was hailed as a breakthrough treatment for chronic pain when it was approved in late 1995. It worked over 12 hours to maintain a steady level of oxycodone in patients suffering from a wide range of pain ailments. But some users quickly discovered they could get a heroin-like high by crushing the pills and snorting or injecting the entire dose at once. In 2010 Purdue reformulated OxyContin to make it harder to crush and stopped selling the original form of the drug.

Purdue eventually acknowledged that its promotions exaggerated the drug’s safety and minimized the risks of addiction. After federal investigations, the company and three executives pleaded guilty in 2007 and agreed to pay more than $600m for misleading the public about the risks of OxyContin. But the drug continued to rack up blockbuster sales.

Q&A Why is there an opioid crisis in America? Show Almost 100 people are dying every day across America from opioid overdoses – more than car crashes and shootings combined. The majority of these fatalities reveal widespread addiction to powerful prescription painkillers. The crisis unfolded in the mid-90s when the US pharmaceutical industry began marketing legal narcotics, particularly OxyContin, to treat everyday pain. This slow-release opioid was vigorously promoted to doctors and, amid lax regulation and slick sales tactics, people were assured it was safe. But the drug was akin to luxury morphine, doled out like super aspirin, and highly addictive. What resulted was a commercial triumph and a public health tragedy. Belated efforts to rein in distribution fueled a resurgence of heroin and the emergence of a deadly, black market version of the synthetic opioid fentanyl. The crisis is so deep because it affects all races, regions and incomes

Dr Andrew Kolodny, director of opioid policy research at Brandeis University and an advocate for stronger regulation of opioid drug companies, said Purdue’s decision was helpful, but that to make a real difference, other opioid drug companies had to do the same.

“It is difficult to promote more cautious prescribing to the medical community because opioid manufacturers promote opioid use,” he said. Two other companies that sell the medications, Johnson & Johnson and Allergan, did not immediately respond to requests for comment.

Kolodny said that opioids were useful for cancer patients who are suffering from severe pain, and for people who only needed a pain medication for a few days. But he said the companies had promoted them as a treatment for chronic pain, where they are more harmful and less helpful, because it was more profitable.

“They are still doing this abroad,” Kolodny added. “They are following the same playbook that they used in the United States.”

Purdue Pharma only does business in the US. It is associated with two other companies, Mundipharma and Napp, that operate in other countries. It said those companies had separate leadership and operated according to local regulations.

Purdue and other opioid drugmakers and pharmaceutical distributors continue defending themselves against hundreds of local and state lawsuits seeking to hold the industry accountable for the drug overdose epidemic. The lawsuits say drugmakers misled doctors and patients about the risks of opioids by enlisting “front groups” and “key opinion leaders” who oversold the drugs’ benefits and encouraged overprescribing. State and local governments are seeking money and changes to how the industry operates, including an end to the use of outside groups to push their drugs.

Kolodny is serving as an expert advising the court in those lawsuits.

US deaths linked to opioids have quadrupled since 2000 to roughly 42,000 in 2016, or about 115 lives lost per day. Although initially driven by prescription drugs, most opioid deaths now involve illicit drugs, including heroin and fentanyl.