Juul Faces National Class-Action in Canada Over Youth Addiction

The Canadian Cancer Society welcomed a B.C. Supreme Court decision certifying a national class-action lawsuit against Juul Labs Canada, Juul Labs Inc., and Altria Group Inc. The lawsuit, originally filed in 2019, alleges Juul falsely marketed its e-cigarettes as a safe alternative to smoking and conspired to addict young people to nicotine.

The certification follows delays and opposition from the defendants, mirroring tactics used by the tobacco industry for decades according to Rob Cunningham, a lawyer with the Canadian Cancer Society. Several U.S. states have already settled similar lawsuits against Juul.

This case is the first national class-action certified against a tobacco or vaping company in Canada, potentially opening the door for further legal action against other vaping manufacturers. The Canadian Cancer Society advocates for stronger regulations on vaping products, including taxation, flavour restrictions, and raising the minimum legal age to 21, to address rising youth vaping rates.