B.C. court authorizes massive class action lawsuit against Juul and Altria

The B.C. Supreme Court has authorized a massive class action lawsuit against Juul and Altria, the parent company of Philip Morris USA. The suit applies to all persons resident in Canada who used or purchased Juul devices or pods between August 1, 2018, and July 15, 2026, for primarily personal reasons—though directors and officers of Juul and Altria are excluded.

According to the court decision, plaintiffs allege the e-cigarette devices are harmful products but were falsely marketed as a desirable, safe, and healthier alternative to smoking. They also alleged the defendants conspired to get a new generation addicted to nicotine and conspired to maintain and expand the market for Juul products using unlawful means, knowing that addiction and other injuries were likely to result.

Rob Cunningham, senior policy analyst for the Canadian Cancer Society, called the judgment "a significant defeat for Juul and Altria." The lawsuit was initially filed in 2019. Settlement amounts have not yet been announced. Across Canada, 27 per cent of high school students in grade 12 during the 2023-2024 school year were vaping, according to data cited in the decision.