The federal government’s new Tobacco and Vaping Products Act will force tobacco companies to use plain packaging, but it also opens up a world of advertising possibilities for vaping liquids and e-cigarettes.
The new law, which received royal assent last week, legalizes and regulates what had been a “bold, black market,” said David Hammond, the Canadian Institutes of Health Research’s chair in applied health and professor at the University of Waterloo.
Though technically illegal, nicotine vaporizing liquid was available at vape shops and other stores in most cities across the country, but most big international companies stayed out of the market.
“E-cigarettes are less harmful than smoking. They’re not harmless, but they’re less harmful than smoking,” Hammond said. “It made no sense to ban the product that’s less harmful when you can still buy cigarettes in every store.”
Multi-national companies will move in
With legalization, Hammond predicts Canadians will see big multi-national companies move into the marketplace and so will their ads.
“For the first time in decades, you could see TV or front page newspaper ads for recreational nicotine products,” he said.
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