Canada: Class action lawsuit authorized against JUUL and Altria regarding vaping

The Supreme Court of British Columbia in Canada has authorized a nationwide class action lawsuit against e-cigarette manufacturer JUUL Labs Inc. and the Altria Group (parent company of Philip Morris USA).[1]. The two plaintiffs who initiated the lawsuit argue that the companies presented e-cigarettes as a safe "alternative" to tobacco while simultaneously fostering nicotine addiction among a new generation of consumers. This decision allows the action to include all individuals who have used JUUL products in Canada since 2018, with the exception of employees of the companies involved and their immediate family members.

A procedural decision, without a judgment on the merits.

This decision does not prejudge the companies' liability. It merely confirms that the conditions are met for the case to be examined as a class action. The judge rejected several arguments raised by JUUL and Altria, particularly regarding the definition of the plaintiff groups and Altria's role in JUUL's Canadian operations, finding that these issues had already been examined or could be addressed during the proceedings.

Two representative plaintiffs in this case, Owen Mann-Campbell and Robert Osborn, allege that the companies misleadingly marketed their products as a safe alternative to tobacco and, according to the legislation, "« conspired together to make a new generation addicted to nicotine ".

" This ruling represents a significant setback for Juul and Altria. The proceedings were initially initiated in 2019. The class action lawsuit covers all individuals residing in Canada who used or purchased Juul devices or pods between January 1, 2019 and January 2019.^er August 2018 and July 15, 2026 for primarily personal use; however, the directors and officers of Juul and Altria are excluded. »,” said Rob Cunningham, a lawyer and public policy analyst with the Canadian Cancer Society, in a statement.

" This is a procedural step, but it is crucial, because if the class action had not been admissible, individual proceedings would have had to be initiated, which is not financially easy given the considerable financial resources available to the defendants. »he also emphasized[2].

He added that a "comprehensive strategy" was needed to reduce the prevalence of vaping, including through taxation, promotional and sales restrictions, a limitation of vaping flavors and a minimum legal selling age set at 21. He explained that "« We need to do much more in terms of public policy to reduce vaping; the marketing strategies of JUUL and other companies have contributed to this increase in youth vaping. Those responsible must be held accountable. ".

Rob Cunningham noted that e-cigarettes containing nicotine were legalized in Canada in May 2018, and that JUUL was launched shortly thereafter. This led to high levels of use among young people, with 27% of Canadian high school seniors in the 2023-2024 school year vaping.[3].

This dispute is part of a broader context of legal action.

This case is one of the two proceedings initiated in Canada against JUUL. A second action, brought by the British Columbia government, seeks reimbursement for health expenses related to the use of the company's products that have led to illnesses currently being covered by the community.

The province has already taken similar actions against tobacco and opioid manufacturers, culminating in a CAD 3.6 billion (EUR 2.2 billion) settlement agreement with several tobacco companies in 2025. Previous class action lawsuits against tobacco companies were approved in British Columbia and Quebec concerning the marketing of so-called "light" and "mild" cigarettes. Other lawsuits were also filed related to health problems caused by the consumption of these products.

New legal steps to come

The certification decision can still be appealed. Companies will have the opportunity to challenge both this decision and the 2025 ruling, which had already concluded that most of the criteria for a class action lawsuit were met.

Despite the length of the proceedings and the difficulties encountered by the plaintiffs, these actions are part of a comprehensive strategy to reduce the tobacco and vaping epidemic that has arisen as a result of these manufacturers' activities. They are therefore an integral part of the provisions of the WHO Framework Convention on Tobacco Control (FCTC) and are among the most effective ways to reduce tobacco consumption. Canada is a leading country in this area, and this approach must be linked to its goal of achieving a "tobacco-free generation" by 2035, and for Canadian public health organizations are aiming for a "nicotine-free generation" by 2045.

©Generation Without Tobacco

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[1]Mark Page, BC court certifies class action against e-cigarette maker JUUL, Victoria News, published on July 16, 2026, accessed on July 23, 2026

[2]Darryl Greer, The Canadian Cancer Society welcomes the class action lawsuit against Juul, La Presse, published July 17, 2026, accessed July 23, 2026

[3]Amir Ali, BC authorizes massive class action against one of the world's largest vape brands, Daily Hive, published July 17, 2026, accessed July 23, 2026

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