The Canadian province of British Columbia is taking legal action against JUUL.

The Canadian government of British Columbia has launched a civil lawsuit against the San Francisco-based vaping company JUUL, which has been operating in Canada since 2018, for knowingly making its products more addictive and designing them in a way that appeals to young people.[1]. Prime Minister David Eby stated that the province wanted to hold the company accountable, following the model of past legal actions taken against tobacco and opioid manufacturers. According to the government, JUUL allegedly incorporated nicotine salts to enhance the addictive nature of its products, with negative consequences for the health of young users.

A specific legal framework to protect young people and recover the resulting financial costs to public health

Attorney General Niki Sharma clarified that the complaint was filed with the Supreme Court of British Columbia under the province's new Vaping Product Damages and Health Care Costs Recovery Act. This recently passed legislation explicitly authorizes the province to recover public health costs from e-cigarette manufacturers.

This is the first civil action filed based on this legislation, but other lawsuits could follow. The province also indicates it is examining the role of other manufacturers and wholesalers in what it calls a public health crisis related to vaping.

In its statement, the province asserts that JUUL has been a major and early player in the vaping market and has engaged in deceptive business practices targeting youth, including through attractive flavors and packaging and via the use of nicotine salts intended to mask the harshness of the products.

These strategies may have contributed to the initiation and entry into nicotine addiction of many adolescents, while generating significant costs for the healthcare system.

She also points out that evidence already established in the United States, as well as internal manufacturer documents that have been made public, could be used in the Canadian proceedings.

Furthermore, a recent settlement of C$32.5 billion (€20 billion) between tobacco companies and Canadian authorities will allow British Columbia to receive C$3.6 billion (€2.2 billion) over the next 18 years. Earlier in 2025, British Columbia received an initial payment of nearly C$1 billion (€619 million) from this agreement.

Support from healthcare professionals in the fight against vaping

This initiative is supported by the Canadian Cancer Society. Its lawyer, Rob Cunningham, believes this action is consistent with efforts to reduce smoking and prevent the emergence of a new generation addicted to nicotine.

The British Columbia Centre for Disease Control (BCCDC) states that vaping continues to raise serious public health concerns, particularly among young people.[2]. " LVaping or using electronic cigarettes is not without risk. »"The BCCDC health promotion team said in a statement, adding that e-cigarettes may also contain harmful chemicals and metals that could damage the lungs.

The BCCDC reiterated that while vaping may be a less harmful alternative to cigarettes for adults who smoke and quit completely, it can still lead to nicotine addiction. The center stated that the increasing use of e-cigarettes among children and young adults is particularly concerning because they are more vulnerable to the harmful effects of nicotine on brain development and can become addicted to nicotine at lower levels of exposure than adults.[3].

He finally warned that young people who vape are more likely to switch to cigarettes, because nicotine addiction can create a "gateway effect" between products that contain it.

These legal actions and reactions are part of a comprehensive strategy implemented in Canada to reduce the prevalence of both smoking and vaping. Various initiatives have been developed in recent years with initial results. For example, A recent survey in British Columbia revealed that tobacco use and vaping are declining and increasingly viewed negatively by residents, who support expanding anti-smoking legislation..

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[1]Lauren Collins and Mark Page, Province files claim against vaping giant JUUL in BC Supreme Court, Quesnel Observer, published December 12, 2025, accessed December 15, 2025

[2]CBC, BC files civil claim against e-cigarette giant, alleges company fueled youth addiction, Published on December 13, 2025, accessed on December 15, 2025

[3]Amélia MachHour, British Columbia wants to sue the American vaping giant JUUL, Radio-Canada Info, published December 13, 2025, accessed December 15, 2025