The B.C. Supreme Court just authorized a massive class action lawsuit against one of the world’s most recognizable and valuable vape brands.
The class action is against Juul and Altria (the parent company of Philip Morris USA).
According to the Supreme Court decision, this could impact many B.C. and Canadian residents.
“This judgment is a significant defeat for Juul and Altria. The lawsuit was initially filed in 2019. The class action applies to all persons resident in Canada who used or purchased Juul devices or pods between August 1, 2018 and July 15, 2026 for reasons that were primarily personal; however directors and officers of Juul and Altria are excluded,” Rob Cunningham, lawyer and senior policy analyst for the Canadian Cancer Society, said in a statement.
Juul e-cigs were first launched back in 2015.
Cunningham said the lawsuit was initially filed in 2019, and the class action applies to all persons in Canada who used or purchased Jull devices or pods between Aug. 1, 2018 and July 15, 2026, for reasons “that were primarily personal.”
This excludes directors and officers of Juul and Altria.
According to a previous judgment, the Court said, “The plaintiffs allege the e-cigarette devices are harmful products but were falsely marketed as a desirable, safe and healthier alternative to smoking.”
The plaintiffs also alleged that the defendants conspired to get a new generation addicted to nicotine or conspired to maintain and expand the market for Juul products using unlawful means,” knowing that addiction and other injuries were likely to result.”
“The BC government has a separate health care cost recovery lawsuit against Juul filed December 12, 2025, and supported by provincial legislation, the Vaping Product Damages and Health Care Costs Recovery Act. That lawsuit is at an early stage,” Cunningham said.
Cunningham shared that across Canada, 27 per cent of high school students who were in grade 12 during the 2023-2024 school year were vaping.
Across Canada, 27% of high school students in grade 12 are vaping (2023-24 school year).
Settlement amounts for the vape class action have not yet been shared.
Daily Hive previously wrote about the proposed class action in March.
You can see the full decision on the Canlii website.