The British Columbia government has introduced a groundbreaking law aimed at holding vaping companies accountable for misleading marketing tactics and products targeted at youth. Attorney General Niki Sharma announced the legislation in Victoria, stating that it is the first of its kind in Canada to recover health-care costs from companies using deceptive practices in selling vaping products. The law draws inspiration from previous successful lawsuits against tobacco companies and opioid manufacturers.
Sharma highlighted that some vaping companies have resorted to deceptive practices to increase profits by falsely promoting their products as safe and beneficial, particularly targeting impressionable youth. She emphasized that despite knowing the falsehood of their claims, these companies continued their misleading marketing strategies.
British Columbia, having previously sued tobacco companies, is experienced in such lawsuits and is determined to take on companies engaging in deceptive practices related to vaping. Sharma mentioned that a recent $32.5 billion settlement with tobacco companies in Canada will provide B.C. with $3.6 billion over the next 18 years, strengthening the province’s ability to pursue legal action against deceptive vaping companies.
The funds obtained from future litigation will be directed into general revenue to support various services in British Columbia, including healthcare. Sharma stressed the importance of combatting the rising popularity of vaping, especially among young Canadians, as it poses a threat to the progress made in reducing tobacco use, which she described as a significant public health achievement.
While specific costs of vaping to the healthcare system remain unclear, Sharma warned about the adverse impacts of vaping, such as respiratory illnesses, long-term addictions, mental health issues, and its potential to hook a new generation on nicotine. Education Minister Lisa Beare noted that the legislation aligns with provincial efforts to educate youth about the risks associated with vaping and empower them to make informed decisions.
The Canadian Vaping Association, representing the vaping industry in Canada, has yet to comment on the proposed legislation. The association advocates for regulations that balance adult harm reduction with youth protection and education, emphasizing the harm reduction potential of vaping for adult smokers. Health Canada acknowledges vaping products as potential aids to quit smoking but warns about the risks, especially for young individuals, due to the harmful effects of nicotine on developing brains.
In British Columbia, the legal age for purchasing vaping products is 19, with restrictions on the sale of products containing nicotine, nicotine salts, or cannabis. Flavored vaping products are prohibited for sale by retailers in the province.