B.C. files civil claim against e-cigarette giant, alleges company fuelled youth addiction

British Columbia has filed a civil claim against e-cigarette giant Juul Labs, alleging the company developed highly addictive nicotine products and fuelled youth nicotine addiction with “deceptive marketing practices.”

Attorney General Niki Sharma announced Friday that the claim was filed in B.C. Supreme Court under the new Vaping Product Damages and Health Care Costs Recovery Act (VPRA).

The legislation, modelled after similar laws used by government to sue tobacco and opioid companies, was passed earlier this month. It allows the government to seek damages from vaping companies for alleged public health harms.

The lawsuit marks the first civil claim launched under the new law.

“It will not be the last,” Sharma said in a written statement. 

Other manufacturers and wholesalers are also under consideration for possible litigation, she added.

“B.C. has never shied away from standing up to powerful corporations when their actions put profits ahead of people’s health,” she said. 

The province alleges Juul was an early and significant contributor in the vaping market and engaged in deceptive marketing practices aimed at young people. Sharma accuses the company of prioritizing profits over health by promoting products that were highly addictive and appealing to youth, including through the use of nicotine salts and flavours.

“The Province is taking action to hold Juul accountable for its role in fuelling an epidemic of youth addiction,” Sharma said.

None of the claims have been proven in court.

Juul Labs denied the province’s allegations and said it is focused on helping adult smokers transition away from combustible cigarettes.

“Juul Labs is on a mission to transition the world’s billion adults who smoke away from combustible cigarettes, eliminate their use, and combat underage use of our products,” a company spokesperson said in an emailed statement.

The company said that earlier this year, the U.S. Food and Drug Administration authorized the sale of its products in the United States.

In June, the FDA authorized the marketing of five of the company's e-cigarette products after an “extensive scientific review.” The agency says the products met legal standards, including providing benefits to adults who currently smoke cigarettes and switch to "a potentially less harmful product."