One month after the B.C. Supreme Court authorized a class action against one of the world’s largest vape brands, it is now appealing the decision.
In July, a class action was authorized against Juul and Altria, which is the parent company of Philip Morris USA.
The decision indicated that the class action could’ve impacted many B.C. and Canadian residents.
Juul and Altria filed an appeal to the B.C. Court of Appeal on Aug. 13, 2026. The parties or defendants in the appeal are listed as Juul Labs Canada and the Altria Group.
Daily Hive heard from Rob Cunningham, senior policy analyst with the Canadian Cancer Society, who pointed out that three previous tobacco-related cases that were certified as class actions were upheld on appeal.
It is Cunningham’s belief that these appeals only serve to delay the cases.
“It is unlikely that the appeal will be successful. I certainly hope that the appeal will be dismissed so that the class action can proceed to trial as quickly as possible.”
After last month’s class action authorization, Cunningham referred to it as a “significant defeat for Juul and Altria.”
The lawsuit was initially filed back in 2019, and applies to anyone who’s a Canadian resident and who purchased a Juul device or a pod between Aug. 1, 2018 and July 15, 2026.
Potential settlement amounts, if the class action ends up being upheld, have not yet been calculated.
Youth vaping has become a growing and serious concern. According to Cunningham, 27 per cent of grade 12 Canadian high school students vaped during the 2023, 2024 school year.
Youth vaping is of serious concern, with 27% of grade 12 high school students in Canada vaping (2023-24 school year).
The Government of B.C. has also proposed some changes to vaping laws in the province.
On Oct. 8, 2025, the Ministry of Attorney General proposed a new law that would hold vaping product manufacturers and wholesalers accountable for deceptive practices. It was enacted in December 2025. The new law also allows the province to sue manufacturers, wholesalers, and consultants to recover healthcare costs associated with vaping-related illness and injury.
A report from the McCreary Centre Society released a report that showed a significant number of B.C. youth aged 12 to 18 have vaped.