B.C. Court Certifies Nationwide JUUL Class Action Lawsuit

Alaska Juul Settlement, Altria Lawsuit Alaska

The British Columbia Supreme Court has cleared the way for a nationwide class action lawsuit against e-cigarette manufacturer JUUL Labs Inc. and its associate, Altria Group Inc. Justice Christopher Giaschi ruled that the case can proceed on behalf of Canadian consumers who have used JUUL products since 2018.

The representative plaintiffs, Owen Mann-Campbell and Robert Osborn, allege that the companies deceptively marketed e-cigarettes as safe alternatives to traditional cigarettes. The suit further claims the two corporations conspired to addict a new generation of users to nicotine.

This decision follows six years of legal disputes, including a prior appeal attempt. In 2025, Justice Giaschi issued a 115-page judgment finding that the plaintiffs met most certification requirements but adjourned the proceedings to let them refine their claims. Although the defendants challenged those initial findings in the B.C. Court of Appeal, the court dismissed the appeal as premature.

During the proceedings, JUUL and Altria attempted to have Justice Giaschi recuse himself, alleging bias. The judge rejected the application, stating the companies were attempting to relitigate the case under a different judge.

In the latest certification challenge, JUUL argued that the plaintiffs failed to establish necessary subclasses, such as separating dual users who also smoke combustible tobacco. Altria argued it operated solely as an indirect investor with no involvement in Canadian operations. Justice Giaschi dismissed both arguments, ruling that subclasses could be established later and that Altria’s jurisdictional questions had already been resolved.

This lawsuit is one of two active class actions against JUUL in British Columbia. The second case, filed by the B.C. government in late 2025, seeks to recover healthcare costs associated with vaping. The province previously utilized similar legal strategies against tobacco and opioid manufacturers, resulting in a $3.6-billion settlement with tobacco companies in early 2025.

While the certification allows the consumer lawsuit to move forward, JUUL and Altria retain the right to appeal both this new order and the initial 2025 ruling.

Matthew Ma
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