BC files civil claim against e-cigarette giant, alleging company addicted youth
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British Columbia has filed a civil claim against e-cigarette giant Juul Labs, alleging the company developed highly addictive nicotine products and promoted nicotine addiction to youth with “deceptive marketing practices.”
Attorney General Nikki Sharma announced Friday that the claim was filed in BC Supreme Court under the new Vaping Product Damages and Health Care Cost Recovery Act (VPRA).
The law, modeled after similar laws used by the government to prosecute tobacco and opioid companies, was passed earlier this month. It allows the government to seek damages from vaping companies for alleged public health harm.
The suit is the first civil claim initiated under the new law.
“It won’t be the last,” Sharma said in a written statement.
Other manufacturers and wholesalers are also being considered for possible litigation, he said.
“BC has never shied away from standing up to powerful corporations when their actions put profit before people’s health,” he said.
The province alleges that Juul was an early and significant contributor to the vaping market and engaged in deceptive marketing practices aimed at young people. Sharma accused the company of prioritizing profits over health by promoting products that were highly addictive and appealing to youth, including the use of nicotine salts and flavours.
“The province is taking action to hold Juul accountable for its role in fueling the youth addiction epidemic,” Sharma said.
None of the claims have been proven in court.
Juul denies the allegations
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 help the world’s billions of adults transition away from combustible cigarettes, eliminate their use, and combat underuse of our products,” a company spokesperson said in an emailed statement.
The company said that earlier this year, the US Food and Drug Administration had authorized the sale of its products in the United States.
In June, FDA authorized Marketing of the company’s five e-cigarette products after “comprehensive scientific review”. The agency says the products meet legal standards, including providing benefits to adults who currently smoke cigarettes and switching to “potentially less harmful products.”
The San Francisco-based company says it has complied with or exceeded all Canadian regulatory requirements since its launch in Canada in 2018, including restrictions on marketing and labeling under the Tobacco and Vaping Products Act.
It claims to provide a “smoke-free” alternative for the 3.5 million Canadian adults who still smoke, as well as prevent underage people from using the product.
Vaping use not harmless: BCCDC
The BC Center for Disease Control (BCCDC) says vaping is raising serious public health concerns, especially for young people.
“Vaping or e-cigarette use is not harmless,” BCCDC’s Population and Health Promotion team said in a statement Friday. He said e-cigarettes may also contain harmful chemicals and metals that can harm people’s lungs.
“While it may be a less harmful alternative to cigarette smoking for adults who already smoke, vaping can still lead to nicotine addiction.”
A new study is looking at nicotine vaping and its long-term effects on our lungs. It is running in six academic hospital centers across the country. Laura Struik is one of the researchers involved in the Okanagan, BC, and tells us about the study.
The center says the increased use of e-cigarettes among youth and young adults is particularly worrisome because they are more sensitive to the harmful effects of nicotine on brain development.
“Young people who vape are more likely to move on to cigarette smoking.”
Premier David Eby says BC is the first in Canada to introduce legislation that holds vape companies accountable.
He said, “Companies must compensate for the harm they have caused by getting a generation of youth addicted to drugs.” “It’s a big issue in our schools, big issue for parents.”
AB says BC was the first province to sue tobacco companies.
“It’s a pattern… eventually all the provinces signed on to it.”
The recent $32.5 billion settlement reached by Canadian tobacco companies will bring $3.6 billion to BC over the next 18 years. Earlier this year, BC received the first payment of nearly $1 billion from that tobacco settlement.
The province is also leading a national class action against Consultancy firm McKinsey & Company alleged that the company advised opioid manufacturers and helped design advertising campaigns that led to excessive opioid prescriptions.
