Media Release

New national regulations restricting e-cigarette advertising a critical measure to address rising rates of youth vaping


Today’s announcement of new national regulations restricting e-cigarette advertising is a much-needed advancement that will reduce youth vaping and help protect youth from becoming addicted to nicotine. The Canadian Cancer Society applauds Minister of Health Patty Hajdu and the federal government for adopting these important regulations.

The regulations include an extensive ban on e-cigarette advertising, with an exception for locations where youth do not have access. The regulations come into effect on August 7, 2020, although for certain retail locations the implementation date is September 6, 2020.

Youth vaping in Canada has more than tripled in just four years. Data from the Canadian Student Tobacco, Alcohol and Drugs survey found that for students in grades 10-12, vaping increased from 9% in the 2014-15 school year to 29% in the 2018-19 school year.

“The dramatic increase in youth vaping is troubling and provides compelling justification for the new regulations,” says Rob Cunningham, Senior Policy Analyst, Canadian Cancer Society. “The advertising restrictions will curtail tobacco company marketing strategies that have exposed youth to e-cigarette advertisements through social media, billboards, television and other locations. This advertising has contributed to the increase in youth vaping and in turn a new generation of youth becoming addicted to nicotine through e-cigarettes.”

The Canadian Cancer Society has for several years advocated for stronger e-cigarette advertising restrictions as a means to protect youth and benefit public health.

“A multi-faceted approach is needed to reduce youth vaping,” adds Cunningham. “We support the federal government moving as soon as possible to adopt other measures, including a maximum nicotine level of 20 mg/ml, comprehensive restrictions on flavours and a tax on e-cigarettes.”

Tobacco use is the leading cause of preventable disease and death in Canada, killing 45,000 Canadians annually, including about 30% of all cancer deaths. Based on 2018 data, there are still 5 million Canadians who smoke, representing 16% of the population aged 12+. An enormous amount of work needs to be done to reduce youth smoking and vaping and to achieve the objective of under 5% of Canadians using tobacco by 2035.

About the Canadian Cancer Society

The Canadian Cancer Society (CCS) is the only national charity that supports Canadians with all cancers in communities across the country. No other organization does what we do; we are the voice for Canadians who care about cancer. We fund groundbreaking research, provide a support system for all those affected by cancer and shape health policies to prevent cancer and support those living with the disease.

Help us make a difference. Call 1-888-939-3333 or visit today.

For more information, please contact:

Rob Cunningham
Senior Policy Analyst
Canadian Cancer Society
Phone: 613-762-4624

Nuala McKee
Communications Manager
Canadian Cancer Society
Phone: 416-219-7281