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E-cigarette maker JUUL Labs appeals B.C. court's class action certification

The appeal challenges certification of a suit alleging JUUL and Altria misled consumers about vaping risks, after a judge allowed the case to proceed as a class action.

  • On August 13, JUUL Labs and Altria Group filed a notice to appeal the B.C. Supreme Court certification of a class action lawsuit alleging the companies deceptively marketed e-cigarettes as safe alternatives to smoking.
  • Representative plaintiffs Owen Mann-Campbell and Robert Osborn initiated the case in 2019, alleging JUUL and Altria are liable for negligence, unjust enrichment, and breach of consumer protection legislation.
  • Rob Cunningham of the Canadian Cancer Society described the appeal as part of a long-standing tobacco industry strategy of "delay, delay, delay," aimed at avoiding trial and postponing damage payments.
  • Attorney General Niki Sharma stated the Province is pursuing separate action against JUUL under the Vaping Product Damages and Health Care Costs Recovery Act to hold the company accountable for youth addiction.
  • Research published in the journal Carcinogenesis earlier this year suggests e-cigarettes likely cause oral and lung cancer, prompting Cunningham to advocate for raising the age limit from 19 to 21.
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E-cigarette maker JUUL Labs appeals B.C. court's class action certification

E-cigarette maker JUUL Labs and tobacco conglomerate Altria Group, owner of Philip Morris USA, are appealing the B.C. Supreme Court’s certification of a class action lawsuit alleging the companies deceptively marketed e-cigarettes as a safe alternative to smoking. The case was brought by representative plaintiffs Owen Mann-Campbell and Robert Osborn in 2019, one year after e-cigarettes became legal in Canada. The pair claim JUUL and Altria are l…

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Daily Hive broke the news in Vancouver, Canada on Monday, August 17, 2026.
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