BC Files Civil Claim Against Vaping Giant Alleging ‘Deceptive’ Marketing Fuelling Youth Addiction

A woman exhales while smoking a vaporizer outside an office tower in downtown Vancouver on Feb. 28, 2017. The Canadian Press/Darryl Dyck

The B.C. government is filing a civil claim against nicotine vape company Juul Labs, saying the company allegedly engaged in “deceptive marketing practices” and fuelled a youth addiction epidemic.

“Today, B.C. is once again stepping up,” B.C. Attorney General Niki Sharma said in a Dec. 12 statement. “We are filing a notice of civil claim in B.C. Supreme Court under the new Vaping Product Damages and Health Care Costs Recovery Act (VPRA) to hold JUUL Labs accountable for its public harms and to recover public health costs.”