The newly introduced Tobacco and Vaping Products Act by the federal government forces tobacco companies to switch to plain packaging. However, this act opens up an entirely new world of advertising possibilities for e-cigarettes and vaping liquids.
The latest law which has received a lot of royal assents as it was introduced, regulates and legalizes something that we knew by ‘bold, black market’. It gives Canada the power it needs to use plain packaging for tobacco products.
Though illegal, vaporizing liquid containing nicotine was sold at numerous vape shops and even in weed Canada stores, in cities across the country though big players stayed out of this market. E-cigarettes are less harmful than smoking and it makes no sense that the less harmful product is banned when cigarettes are still available.
With the legalization, big multi-national companies are expected to jump into the market with their advertisements as well. For the first time ever, Canadians will see front page newspaper and TV ads about recreational nicotine products.
USA’s vaping market cannot be described without talking about JUUL. The portable pod kit is dominating the nation with over 70 percent market share. The nicotine salt e-cigarettes have been on the headlines for many reasons. FDA has been investigating JUUL and evaluating their sales and promotion practices. The agency has banned ads of flavors which appeal to the underage market.
Canada has shifted the regulations in another direction. A bill passed last year changed the way vaping products and other weed products could be advertised. As long as they are not marketed as being ‘healthy’, they can be legally manufactured and sold. They can be advertised as a safer alternative to smoking. Regulations ban the sales to minors, advertising flavors considered appealing to the youth and marketing them as lifestyle products. Fact based advertising can be used to allow adult smokers to decide whether vaping is a better alternative for them to cease smoking.
The most vape-friendly place in the world, the UK already follows the promotion of vaping as a safer alternative to smoking. Numerous campaigns have helped to educate smokers to benefit from vaping as a smoking cessation tool. Agencies have reviewed UK’s policies regarding the advertisement of vaping products. After consultation with a number of health organizations, vaping products are now made legal for advertisement.
Advertising that is appealing to the youth, lifestyle in nature, depicting a person or animal will all be prohibited. However, there will be no restrictions about where these ads can appear. Thus, they can appear on radio, TV, bus stops and billboards. Though no flavors are banned in the legislation, labeling and promotion of flavors that appeal to the youth will be banned.
The advertisements can also not contain health claims though the point of e-cigarettes legalization was to encourage people to move from smoking to less harmful option – vaping. Weed accessories that help users vape better will also be advertised. Companies will not be able to make any health claims at this point, but regulations to this effect are also being worked on.