Why there are two proposed class-action lawsuits against vaping company Juul in B.C.
Two class-action lawsuits against Juul Labs Inc. are underway in British Columbia, one filed by the provincial government and another by private citizens, alleging deceptive marketing practices and harm to youth.Summary
British Columbia is pursuing two separate class-action lawsuits against vaping company Juul Labs Inc. The B.C. government filed a lawsuit in late 2023 under a new provincial law, seeking to recover healthcare costs and hold Juul accountable for alleged deceptive marketing practices that targeted youth and led to nicotine addiction. The government alleges Juul intentionally developed addictive products and used youth-friendly flavors to maximize profits.
Separately, a lawsuit filed in 2019 by two B.C. men claims they suffered adverse health conditions from using Juul e-cigarettes and seeks damages for injuries including lung disease. This lawsuit alleges the devices were falsely marketed as a safe alternative to smoking and that the company conspired to addict a new generation to nicotine. This case is awaiting a certification decision from the B.C. Supreme Court.
Juul maintains its goal is to help adult smokers transition away from combustible cigarettes and claims underage use of its products has significantly decreased. The company has settled similar lawsuits in the U.S., often with restrictions on marketing and distribution. B.C.'s actions follow a successful $32.5 billion settlement with tobacco companies and ongoing national class-actions against opioid manufacturers.
(Source：The Province)