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

British Columbia is pursuing two class-action lawsuits against vaping company Juul Labs Inc. The first, filed by the B.C. government, alleges deceptive marketing practices aimed at youth and seeks to recover public health costs under the Vaping Product Damages and Health Care Costs Recovery Act. The lawsuit claims Juul intentionally targeted young people with addictive nicotine products and youth-friendly flavors. The second lawsuit, initiated in 2019 by two B.C. men, claims they suffered adverse health conditions from using Juul e-cigarettes and alleges the devices were falsely marketed as a safe alternative to smoking.

The B.C. government’s lawsuit also names Altria Group, Inc., a major stakeholder in Juul, as a defendant. This action follows a recent $32.5 billion settlement with tobacco companies, from which B.C. will receive $3.7 billion over 18 years.

The original lawsuit is awaiting a B.C. Supreme Court decision on its certification, while Juul maintains its products are intended as a safer alternative for adult smokers and has settled similar lawsuits in the U.S., often with marketing restrictions. Despite previous attempts to dismiss the case based on jurisdiction, those attempts have been unsuccessful in B.C. courts and the Supreme Court of Canada.

(Source：Vancouver Sun)