A new law in Canada could allow companies to market devices and e-liquid on TV.
The country’s new Tobacco and Vaping Products Act prohibits companies from using colorful packaging, effectively forcing companies to used neutral colors.
This change will bring new possibilities for marketing material as the restrictions for E-Cigarette advertising are not as strong as Tobacco products.
David Hammond, chairman on the Canadian Institute of Health Research, suggests Canadians will see increased popularity in multi national companies and their respective ads move into the airwaves.
He then went on to state that “E-cigarettes are less harmful than smoking. They’re not harmless, but they’re less harmful than smoking.”
Hammond then predicted that “For the first time in decades, you could see TV or front page newspaper ads for recreational nicotine products.”
While also saying that the advertising restrictions of the Tobacco and Vaping Products Act could prove to be very controversial.
Rob Cunningham, Senior Policy Advisor at the Canadian Cancer Society, was one of those concerned with exposure to youth from the potential ads.
Cunningham said “Depending how advertising and promotion evolves in the marketplace, there is the potential for youth to be exposed to substantial ads.”
In its current form the Tobacco and Vaping Products Act does not limit the platforms of such potential advertising material. The Canadian Cancer Society is backing an effort to reform the advertising section of the act aiming for more regulations concerning possible marketing platforms.
Cunningham regarded the purpose of the Tobacco and Vaping Products Act is to “ Outlaw promotion and labeling of flavors appealing to youth – such as unicorn puke.