Always present and often criticized for its involvement in vaping, the tobacco industry tries to show "white paws" in Canada. And it is through a new campaign defending the vape thatImperial Tobacco Canada comes forward.
"LET'S DISSIPATE THE SMOKE", IMPERIAL TOBACCO IS TALKING ABOUT VAPING!
The campaign highlights the latest advances in vaping product science. It allows readers to access information on measures taken by other countries to promote and integrate tobacco harm reduction as a public health strategy. All with the goal of enabling them to take a more informed view of vaping products and other less risky alternatives to smoking*.
« We have a role to play in providing Canadians with information about our products and our industry. A significant portion of Canadians think vaping is as harmful as smoking, if not more so, Mr. Wittenberg continued. This campaign aims to tell Canadians the facts about vaping products by giving them access to credible, factual information from independent sources. »
Imperial Tobacco Canada believes that harm reduction is at the heart of the tobacco discussion. Despite the great confusion surrounding vaping products, how they work and their effects on 
health, the scientific data is clear and growing :
– Public Health UK says vaping products are 95% less harmful than cigarettes.
– Cancer Research UK has found a reduced risk of cancer in smokers who turn to vaping.
– The World Health Organization recognizes that vaping increases an individual's chances of quitting smoking. And finally, Health Canada claims that vaping is less harmful than smoking.
« Our goal is to reduce the impact of our activities on health and Health Canada wants to reduce the smoking rate to less than 5% by 2035. Although this will not happen overnight, if this campaign succeeds in its mission , it will contribute to achieving the two objectives concluded Mr. Wittenberg.
