The B.C. Supreme Court has certified a class action lawsuit against Juul and tobacco giant Altria, the parent company of Philip Morris USA. Originally filed in 2019, the newly authorized lawsuit allows Canadian consumers to seek damages from the manufacturers of the widely recognized e-cigarette brand.
According to Rob Cunningham, a lawyer and senior policy analyst for the Canadian Cancer Society, the class action applies to any Canadian resident who bought or used Juul products for personal use between August 1, 2018, and July 15, 2026. Company directors and officers of Juul and Altria are excluded from the class.
The plaintiffs allege that Juul and Altria conspired to expand their market share through unlawful means. Court documents show the plaintiffs claim the defendants marketed the e-cigarettes as a desirable, safe, and healthy alternative to smoking, despite knowing the products were harmful and highly addictive.
This class action is not the only legal challenge Juul faces in the province. On December 12, 2025, the British Columbia government filed a separate healthcare cost recovery lawsuit against the company. Enabled by the provincial Vaping Product Damages and Health Care Costs Recovery Act, that government-led lawsuit remains in its early stages.
Public health advocates have highlighted the scale of youth nicotine dependency in Canada to underscore the importance of these legal actions. During the 2023-2024 school year, 27% of grade 12 high school students across Canada reported vaping. Financial settlement details for the newly certified class action have not yet been determined.
- You can see the full decision on the Canlii website.
