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Photo credit: CBC News (fair use for news reporting)
On December 12, 2025, the BC government officially took JUUL Labs to court—both the US parent company and its Canadian subsidiary—filing a civil suit in the province’s Supreme Court. This is the first time BC’s new Vaping Product Recovery Act has been used. The law is modeled after the tobacco lawsuits that let provinces sue companies to recover healthcare costs from smoking-related illnesses.
What’s BC accusing JUUL of?
- Designing super addictive products using nicotine salts that hit faster and stick harder.
- Targeting teens with flavored vapes, social media influencers, and ads—while downplaying the health risks.
- Not warning people enough about the dangers, yet marketing their products as a “safer” alternative to cigarettes.
- BC wants JUUL to pay for all the healthcare costs tied to vaping issues like nicotine addiction and breathing problems.
Why now?
Teen vaping in Canada has been skyrocketing, raising major health concerns. BC already scored big with tobacco lawsuits—snagging nearly $1 billion CAD in 2025—and now they’re trying to do the same with e-cig companies. There’s also a national class-action lawsuit against JUUL in BC courts that hasn’t been certified yet.
What’s JUUL saying?
They’re denying everything. JUUL says their products are meant to help adult smokers switch to less harmful options, that they’ve fixed their marketing, and that they follow Canadian rules to the letter.
Where does this stand now?
The case is still in the very early stages—no real court action yet. But if BC wins, it could push other provinces to follow suit and shake up Canada’s e-cig industry. Right now, JUUL products are still legal in Canada (they just have to follow federal and provincial rules like age limits and flavor bans), but stricter regulations or big payouts could be coming.
Vaping Chronicles will keep a close eye on this and bring you the latest as soon as anything breaks!