JUUL Antitrust Lawsuit Certified for Consumer Classes

Consumers who purchased JUUL pods from brick-and-mortar retailers may be eligible for class action lawsuit

Mar. 19, 2026 at 3:18am by Ben Kaplan

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The United States District Court for the Northern District of California has certified a multistate Cartwright Act Class and separate state classes of consumers who purchased JUUL pods indirectly from brick-and-mortar retailers such as convenience stores, gas stations, or vape shops for personal use from October 25, 2018 through March 29, 2024. The lawsuit alleges that JUUL Labs, Inc. and Altria, Inc. 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 consumers paying higher prices for JUUL pods.

Why it matters

This class action lawsuit is significant as it aims to hold JUUL and Altria accountable for alleged anticompetitive practices that impacted consumers. The certification of these consumer classes allows individuals who purchased JUUL pods indirectly from retailers to potentially recover damages if the plaintiffs are successful in proving their claims.

The details

The lawsuit alleges that JUUL Labs, Inc. (JLI) and Altria, Inc. 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. As a result, consumers who purchased JUUL pods indirectly from brick-and-mortar retailers 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 from October 25, 2018 through March 29, 2024.
  • The trial has been scheduled for September 28, 2026, but this date may change.

The players

JUUL Labs, Inc. (JLI)

A company that manufactures nicotine e-vapor products, including the JUUL brand of e-cigarettes and pods.

Altria, Inc.

A major tobacco company that acquired a 35% stake in JUUL Labs in 2018.

Hon. William H. Orrick

The judge in the United States District Court for the Northern District of California who certified the consumer classes in this antitrust lawsuit.

Robin F. Zwerling

The class counsel from the law firm Zwerling, Schachter & Zwerling, LLP who has been appointed to represent the consumer classes.

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What’s next

The 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 class action lawsuit highlights the ongoing scrutiny and legal battles surrounding JUUL and the e-cigarette industry, with consumers seeking to recover damages for alleged anticompetitive practices that may have inflated the prices of JUUL pods.