Why there are two proposed class-action lawsuits against vaping company Juul in B.C.

British Columbia is pursuing legal action against vaping company Juul Labs Inc. through two proposed class-action lawsuits. The B.C. government filed a suit in late 2023 under a new provincial law, seeking to recover public health costs and hold Juul accountable for allegedly deceptive marketing practices targeting youth and creating highly addictive products. This lawsuit alleges Juul intentionally maximized profits at the expense of young people’s health by developing addictive nicotine salts and youth-friendly flavors.

A separate, earlier lawsuit was filed in 2019 by two B.C. men claiming adverse health conditions from Juul e-cigarettes, seeking damages for injuries like lung disease. This suit alleges the devices were falsely marketed as a safe alternative to smoking and that the company conspired to addict a new generation to nicotine. The B.C. Supreme Court is currently considering certification for this earlier lawsuit.

B.C.’s actions follow a successful $32.5 billion settlement with tobacco companies and ongoing national class-actions against opioid manufacturers. Juul maintains its goal is to help adult smokers transition away from combustible cigarettes and claims underage use has been significantly reduced, while also settling similar lawsuits in the U.S. with marketing restrictions.

(Source：The Province)