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Juul Labs Inc. has decided the time is right to make a move into Canada, doing so as the electronic cigarette company’s popularity and concerns about its appeal to teenagers has it facing scrutiny in the United States.

San Francisco-based Juul is expected to announce its launch in Canada on Thursday, with the start-up saying it aims to provide the five million or so smokers here with a healthier alternative to their usual cigarette: the Juul.

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“It’s effectively our backyard,” noted James Monsees, who co-founded Juul along with fellow Stanford University alum Adam Bowen, and now serves as the company’schief product officer.



The company’s decision follows passage of legislation in Canada earlier this year that was intended to regulate the vaping industry.

According to the federal government, the law provides a new legal framework in order to protect young people, yet allow adults to vape as an alternative to smoking.