Court Certifies Classes in Juul Antitrust Lawsuit

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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 market for closed-system e-vapor products. 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 surrounding the e-cigarette industry, particularly around allegations of anti-competitive practices that may have led to higher prices for consumers. The certification of these consumer classes opens the door for potential compensation for those affected by Juul and Altria's alleged actions.

The details

The lawsuit alleges that Juul and Altria violated antitrust laws by conspiring to restrain competition and entering into a transaction that substantially lessened competition in the closed-system e-vapor product market. As a result, consumers who purchased Juul pods indirectly from retail stores are said to have paid higher prices than they would have absent the defendants' alleged anticompetitive conduct.

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

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.