Court Certifies Classes in Antitrust Lawsuit Against Juul

Consumers who purchased Juul pods from retail stores may be eligible for compensation

Mar. 19, 2026 at 5:33am by Ben Kaplan

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The United States District Court for the Northern District of California has certified classes of consumers in an antitrust lawsuit against Juul Labs, Inc. and Altria, Inc. The lawsuit alleges the companies violated antitrust laws by conspiring to restrain competition and entering into a transaction that substantially lessened competition in the e-vapor products market, resulting in higher prices for Juul pods. Consumers who purchased Juul pods indirectly from retail stores for personal use between October 2018 and March 2024 may be eligible to participate in the class action.

Why it matters

This case highlights the ongoing legal battles and regulatory scrutiny surrounding Juul and the e-cigarette industry. The certification of consumer classes could lead to significant compensation for affected customers if the plaintiffs are successful, and may set a precedent for future antitrust cases involving the vaping market.

The details

The lawsuit alleges that Juul and Altria, the parent company of Philip Morris, violated antitrust laws by conspiring to restrain competition and entering into a transaction that reduced competition in the closed-system e-vapor products market. As a result, consumers who purchased Juul pods indirectly from retail stores allegedly paid higher prices than they would have in a more competitive market.

  • The class period covers purchases of Juul pods made between October 25, 2018 and March 29, 2024.
  • The trial in the case is currently scheduled for September 28, 2026, but this date may change.

The players

Juul Labs, Inc.

An American e-cigarette company that manufactures and sells the Juul brand of vaping products.

Altria, Inc.

The parent company of Philip Morris USA and one of the world's largest producers and marketers of tobacco, cigarettes and related products.

Robin F. Zwerling

The lead attorney from the law firm Zwerling, Schachter & Zwerling, LLP who has been appointed as Class Counsel to represent the consumer classes in this lawsuit.

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What’s next

Defendants have stated their intention to petition the United States Court of Appeals for the Ninth Circuit for appellate review of the Court's order certifying the Consumer Classes.

The takeaway

This case highlights the ongoing legal and regulatory scrutiny surrounding the e-cigarette industry, particularly around allegations of anticompetitive practices that may have harmed consumers through higher prices. The certification of consumer classes could lead to significant compensation if the plaintiffs prevail, and may set an important precedent for future antitrust cases in the vaping market.