British Columbia’s Supreme Court has granted an injunction barring social media influencer Dan Bilzerian from selling or promoting nicotine vape products anywhere in the world, as part of an ongoing legal battle with the company he once controlled.
Justice Alison Latimer found Bilzerian’s new vape company SAVH LLC directly competes with Ignite International Brands, which he was booted from last year.
“An injunction with worldwide effect is necessary to ensure its effectiveness,” Latimer wrote in her decision last week.
Dubbed the “King of Instagram,” Bilzerian is a poker player and entrepreneur who has amassed more than 30 million followers on the social media platform by posting his lavish playboy lifestyle of travelling the world, accompanied by models.
He was Ignite’s director, chairman and CEO from January 2019 to June 2024, according to the decision, before his ouster.
Bilzerian took Ignite to B.C. Supreme Court in 2024, alleging he was removed as director unlawfully through an improper shareholder vote. He has also filed lawsuits in the U.S.
Ignite, meanwhile, accuses Bilzerian of causing “significant harm” to the company by allegedly making antisemitic statements on his personal social media accounts, undermining the brand’s relationships with customers, suppliers and employees.
Until their legal battle is resolved, Bilzerian is prohibited from competing with Ignite in B.C. or anywhere else in the world. He can’t lend his name or likeness to the marketing of vape products other than Ignite’s products and can’t permit SAVH LLC to manufacture, distribute, market or sell or transfer vape products.
None of the allegations have been proven in court. CBC News reached out to Ignite and Bilzerian’s lawyers but did not immediately hear back.
Bilzerian ‘public face’ of Ignite
After Bilzerian initiated legal action in July 2024 to try and get reinstated at the helm of Ignite, he incorporated SAVH LLC, which sells vape products under the brand name “Sex Addict,” according to the court decision.
Ignite then sought the injunction with B.C. Supreme Court, alleging Bilzerian committed a breach of confidence against the company and “intentionally inflicted economic harm.”
Bilzerian argued the B.C. court doesn’t have “territorial competence” in this matter because the alleged breach didn’t happen in the province.
“Ignite’s principal place of business is in Texas. Mr. Bilzerian resides in Las Vegas and does not ordinarily reside in British Columbia,” he said in court documents.
Since 2018, Ignite has spent more than $43 million to promote its products on both the company’s Instagram accounts and Bilzerian’s, the court decision said.
“My name, likeness, personality, and life story have been the essence of the Company’s business, and I have been the ‘public face’ of the Company,” Bilzerian wrote in submissions to the court.
There was also a licensing agreement in place to facilitate the link between Ignite’s brand and Bilzerian’s personal brand, the court decision said.
Ignite argued the connection between the two brands made the company especially vulnerable to competition by Bilzerian.
Bilzerian found in contempt of court
Justice Latimer found Bilzerian’s fiduciary duties to Ignite still persist even though he’s no longer in control of the company and that competing against Ignite is a breach of his fiduciary duty.
She said the breach is considered to occur in B.C. “no matter where in the world Mr. Bilzerian engages in the conduct which amounts to competition.”
She noted that Bilzerian’s marketing and promotion happens online and globally.
“To be effective within British Columbia, and to prevent irreparable harm to Ignite, Mr. Bilzerian must be enjoined from competing anywhere in the world,” Latimer said.
In February, Bilzerian was found to be in contempt of B.C. Supreme Court and ordered to pay $10,000 to Ignite for failing to hand over the passwords for Ignite’s social media accounts.
