With that in mind, we’re excited to share the news about Imperial Tobacco Canada’s Clear the Smoke campaign, which was officially launched last month (February 14, 2022). The goal? Providing harm reduction to tobacco consumers by highlighting the facts and science of vaping.
“There is a lack of understanding out there about vapor products, especially when it comes to the positive role they can play in tobacco harm reduction,” said Ralf Wittenberg, President and CEO of Imperial Tobacco Canada in the release. “I think this misunderstanding is due to the fact that the vast majority of people don’t have access to accurate, credible and independent information.”
According to the new Let’s Clear the Smoke educational portal “many health authorities and experts recognize vaping as less harmful than smoking,” but interpreting the information can quickly become confusing for the average tobacco user. Search for “is vaping safe” or “vaping vs. smoking,” and the volume of results speaking to both sides of the issue is overwhelming!
So, the new vaping awareness initiative strives to, well, clear the air.
“We have a role to play in providing Canadians with information on our products and our industry. A significant portion of Canadians think vaping is as harmful, if not more so, than smoking,” continued Mr. Wittenberg in last month’s release. “This campaign is to educate Canadians on the facts about vapor products by providing access to credible, factual, and independent information.”
For example:
- Public Health England has said that vapour products are 95 percent less harmful than cigarettes.
- Cancer Research UK found that there are lower cancer rates in those who switch from cigarettes to vaping products.
- The World Health Organization acknowledges that vaping increases the likelihood of quitting smoking.
- Health Canada says that vaping is less harmful than smoking.
The new site – clearthesmoke.ca – also provides quotes from health authorities regarding the pros and cons around vaping, the latest research on the issues (from the Oxford Academic in 2021, “Is Adolescent E-Cigarette Use Associated with Subsequent Smoking? A New Look”), as well as how other countries have adopted a progressive approach to vaping.
“Our goal is to reduce the health impact of our business. Health Canada wants to reduce smoking rates to less than five percent by 2035. Although this won’t happen overnight, if successful, this campaign will help to achieve both objectives,” concluded Mr. Wittenberg in the release.
Do you have questions about vaping? Feel free to ask in the comments section below, talk to one of our sales staff in your nearest 180 Vape Store, and/or visit the new Let’s Clear the Smoke website. Let us know what you think.
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