JUUL Hit With Antitrust Class Action Over Inflated Pod Prices

A federal court in California has certified consumer classes in an antitrust lawsuit against JUUL Labs and Altria, the tobacco giant that acquired a 35% stake in JUUL back in 2018.

The lawsuit alleges that JUUL and Altria conspired to restrain competition in the e-vapor market — and that as a result, consumers who bought JUUL pods from stores like gas stations, convenience stores, and vape shops paid more than they should have.

Here's the backstory: In 2018, Altria invested $12.8 billion in JUUL and agreed to pull its own competing e-cigarette products, sold under the MarkTen brand, from the market. The lawsuit claims this deal eliminated competition and gave JUUL the ability to keep prices artificially high. Both companies deny the allegations and say the deal had no anticompetitive effects.

Who's eligible?

If you bought JUUL pods — not devices or kits, just the pods — from a brick-and-mortar store for personal use between October 25, 2018 and March 29, 2024, you may be part of this class action. The class covers consumers in 27 states and Washington, D.C., including New York, California, Florida, Massachusetts, and others. A full list of eligible states is available on the official case website.

If you bought JUUL pods directly from JUUL's website, there's a separate direct purchaser class in the same lawsuit.

Is there a payout?

Not yet. This is an ongoing lawsuit — no settlement has been reached. The court certified the consumer classes on February 5, 2026, and the trial is currently scheduled for September 28, 2026. JUUL and Altria have said they plan to appeal the class certification.

If you're part of the class and want to stay in, you don't need to do anything right now. If the lawsuit results in a settlement or verdict down the road, class members will be notified about how to claim their share.

What if I want to opt out?

If you want to exclude yourself from the class — meaning you'd give up any future payout but keep the right to sue on your own — you have until May 20, 2026 to submit an opt-out request.

Download ClassyAction to stay updated on this lawsuit and get notified when the payout drops.