San Francisco (CNN Business) The recent rash of vaping-related illnesses and deaths could represent a crisis for the legal cannabis industry, which relies on vaping for an estimated quarter of its business in some states.

But, some people in the industry believe, the problem could also represent an opportunity, to both help people and push toward wider legalization in the United States.

On Wednesday, the National Cannabis Industry Association (NCIA) put out a call to Congress: To deal with vaping-related illnesses, legalize cannabis and regulate us.

Cannabis' status as a federally illegal substance fuels illicit products, hinders research and limits the ability to develop consistent regulations, the head of the cannabis trade association said Wednesday.

"These unfortunate illnesses and deaths are yet another terrible, and largely avoidable, consequence of failed prohibition policies," Aaron Smith, the NCIA's executive director, said in a statement.

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