According to reports, the Supreme Court of British Columbia in Canada has rejected Altria Group's application to stay or dismiss lawsuits against the company in collective action against Juul Labs. Altria owns 35% of Juul.
The statement alleges that Altria and Juul colluded to market nicotine e-cigarettes to young people with the aim of converting some into smokers through nicotine addiction.
A class-action lawsuit was filed in September 2019. Following this, the Canadian health department issued a recommendation for e-cigarette users to "monitor themselves for symptoms of lung disease... and seek medical attention immediately if they have concerns about their health.
Daniel Bach, a partner at Siskinds law firm, commented on the Supreme Court decision, stating, "This is an important decision that ensures Canadians can sue all parties they believe have caused them harm." He added, "We look forward to filing a lawsuit against Altria based on the particulars of this case.
In recent years, Juul has been hit by lawsuits and increasingly strict limitations on the production and sale of e-cigarette products. As a result, this e-cigarette manufacturer has suffered financial losses.
Since 2019, Juul has halted all U.S. advertising, discontinued most flavors, and attempted to reposition itself as a product aimed at older smokers seeking an alternative to smoking.
According to media reports, Juul has been preparing to file for Chapter 11 bankruptcy protection.
This is the second appeal by Altria against a dismissed class action lawsuit in British Columbia Province Court. In October 2021, the BC Court of Appeal dismissed an appeal against an order allowing cross-examination of its affidavit in a challenge of the company's jurisdiction.
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