September 10, 2018

Canada May Just Tell the Truth About Vaping

Canada passed a law earlier this year that prevents manufacturers and sellers of vaping products from making any unauthorized health statements about e-cigarettes, including claims that vaping is safer or healthier than smoking. Now the government is about to take action to specify what can be said by vapor businesses.

The Tobacco and Vaping Products Act (TVPA) is the first vapor products legislation passed by the national government of Canada. The law makes selling nicotine-containing vapes legal. Before the TVPA, the Canadian vapor market existed in a legal gray area.

But regulations defining acceptable language for vendors was left up to Health Canada. On Nov. 19, the prohibition of health claims on vapor products takes effect. Now the country’s health regulator is circulating possible wording options that might be allowed in statements by vaping businesses. These would be exceptions to the default ban on health or reduced-risk claims.


On Sept. 4, an email from Mathew Cook, manager of the Regulations Division of the Health Canada Tobacco Products Regulatory Office, asked for input from stakeholders.

“We would like to consult with you,” wrote Cook, “on a series of proposed statements that compare the health effects arising from the use of a vaping product or its emissions with those of a tobacco product (please see the attached document for list of proposed statements). These statements could be permitted under the Tobacco and Vaping Products Act (TVPA) for use in the promotion of vaping products.”

Surprisingly, the choices Health Canada is suggesting are mostly sensible. Rather than following the lead of the American FDA (“No tobacco product is safe”), Canadian regulators have clearly been influenced by the thinking of British experts — one of whom, University of Stirling Prof. Linda Bauld, is on Health Canada’s Scientific Advisory Board on Vaping Products. The recent U.K. default position — from academic experts and regulators to the Parliament — has been to treat vaping as a reduced-harm alternative to smoking.

Here are the statements proposed by Health Canada:

  • If you are a smoker, switching completely to vaping is a much less harmful option
  • While vaping products emit toxic substances, the amount is significantly lower than in tobacco smoke
  • By switching completely to vaping products, smokers are exposed to a small fraction of the 7,000 chemicals found in tobacco smoke
  • Switching completely from combustible tobacco cigarettes to e-cigarettes significantly reduces users’ exposure to numerous toxic and cancer-causing substances
  • Completely replacing your cigarette with a vaping product will significantly reduce your exposure to numerous toxic and cancer causing substances
  • Switching completely from smoking to e-cigarettes will reduce harms to your health
  • Completely replacing your cigarette with an e-cigarette will reduce harms to your health

All of the choices acknowledge the relatively low risk of vaping when compared to smoking. And although some of the statements will sound more attractive to vapers and vape advocates than others, none of them follow the American model of exaggerating the risks and ignoring the benefits of vaping.

With the passage of the TVPA, Canada now has a completely legal vaping industry, including for the first time products like JUUL available in convenience stores and other outlets frequented by smokers. Without pressure from an entrenched tobacco control industry constantly pushing regulators for draconian bans and restrictions — as is the case with the FDA and the special interest groups constantly trying to steer the regulatory bus — Health Canada is in a position to actually help Canada’s five million smokers improve their lives.

The Health Canada consultation ends Sept. 17. What will happen after that is guesswork at this point, and Health Canada could still make a sharp turn and impose silly restrictions on vaping. But at the moment, looking north from the land of JUUL Madness and an unrestrained regulatory-industrial-tobacco control complex, Canada is looking pretty good.

Smokers created vaping without any help from the tobacco industry or anti-smoking crusaders, and vapers have the right to keep innovating to help themselves. My goal is to provide clear, honest information about the challenges vaping faces from lawmakers, regulators, and brokers of disinformation. I recently joined the CASAA board, but my opinions aren’t necessarily CASAA’s, and vice versa. You can find me on Twitter @whycherrywhy

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It’s unbelievably frustrating being unable to tell potential new vapers about all the benefits other users have reported back to me. Selling vapes in the U.S. is getting ridiculous. I should be able to inform people of the health benefits associated with cutting out cigarettes.

Jim McDonald

Yeah it is ridiculous — but vape businesses have never been allowed to make health claims.


The US needs to get on board with Canada and the UK when it comes to e-cigs. Every time I see commercial from Big Pharma about their give up smoking products, I get disgusted. They do not work.

Jim McDonald

Agreed. Of course, even in those countries vape manufacturers cannot claim their products are smoking cessation devices.


I’m working in a vape shop in Quebec city, Canada and everyday I hear people telling me that vape is no safer than cigarettes, we have an enormous job to do and even with the statement from health canada that vape is safer than cigarettes people still get confused. We know that doubt is the selling argument of the big tobaccos companies and we can’t educate people correctly. Canada may have a step in front of the USA but we still have work to do. I think what makes me angry the most is when I see publicities about drinking alcohol but I cannot make publicity about the fact that vaping is the best way to quit smoking… Vapers from around the world, we need to unite and face this threat together. Vape on guys! Switch the habit!

Jim McDonald

Excellent point. Much of the public confusion is based on news stories informed by tobacco control leaders who oppose vaping. We have a public relations war ahead that will take decades to win.

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