The world is coming to Canada
With soccer fans around the world descending on Toronto and Vancouver this summer, the best teams and players from around the globe are arriving ready to compete. Canada is ready to meet all challengers and compete with the best of the best.
DIFFERENTIATING SMOKE-FREE ALTERNATIVES FROM CIGARETTES
In football, you either press forward—or you get left behind.
In football, you either press forward—or you get left behind.
Catch Up, Canada is Unsmoke Canada’s message to Canadians: it’s time for Canada to lead, not lag, by recognizing smoke‑free alternatives as part of a modern and effective approach.
SHOULDN'T BE THIS DIFFICULT
In football, the rules are clear.
The lines are visible.
The goalposts don’t move.
In football, the rules are clear.
The lines are visible.
The goalposts don’t move.
SO WHY IS SCORING ACCURATE INFORMATION ABOUT SMOKE-FREE ALTERNATIVES STILL SO DIFFICULT IN CANADA?
Access to information is essential. Adults deserve clear, science‑based facts when it comes to choices that affect their health. Today, Canada’s laws limit access to accurate information about smoke‑free alternatives—even though these products are fundamentally different from cigarettes.
It shouldn’t be this hard to get the facts.
IT'S TIME TO OPEN THE FIELD.
This isn’t about telling anyone what to do.
It’s about ensuring adults have access to the information they need to make an informed adult choice—for themselves, or for the smoker in their life.
Smoke-free options
None of these products are risk-free. They all contain nicotine, which is addictive. But for adult smokers who would otherwise continue smoking cigarettes, better choices and alternatives exist. It’s time to get informed.
Heated Tobacco Products
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Vaping Products
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Nicotine Pouches
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Heated Tobacco Products
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Vaping Products
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Nicotine Pouches
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Heated Tobacco Products
Vaping Products
Nicotine Pouches
Learn more
Learn more
Learn more
Learn more
Learn more
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Innovation Has Changed the Game
The world is changing—and so is technology, research, and innovation.
Today, adult smokers who would otherwise continue smoking have access to more smoke‑free alternatives than ever before. These products are fundamentally different from cigarettes because they do not involve combustion.
Yet Canada’s laws haven’t kept pace with this reality.
Why Policy Matters Now
Canada has opportunities to modernize the Tobacco and Vaping Products Act (TVPA). It doesn’t just regulate products, it shapes access to information and helps to accelerate change.
This matters—because the TVPA doesn’t just regulate products. It regulates access to information.
Right now, the Act falls short of recognizing and properly regulating smoke‑free alternatives such as heated tobacco and nicotine pouches. As a result, Canadians are not well informed about the options available—or about how these products differ from cigarettes.
A modern, evidenced-based approach:
- Differentiating smoke‑free alternatives from combustible cigarettes
- Allowing adults access to comparative, accurate scientific information
- Maintaining strong safeguards to prevent youth access
This balanced approach can protect young people and help adults who smoke make better‑informed decisions.
Both goals can—and should—be achieved.
Canada has an opportunity right now
An opportunity to be a global leader—not just in sport, but in life.
To lead, Canada needs to:
Recognize that not all nicotine products are the same
Regulate based on risk and science
Ensure adults have access to accurate information
About Unsmoke Canada
Unsmoke Canada was launched on the belief that the best choice is never to start smoking—or to quit entirely. For adults who would otherwise continue to smoke, smoke‑free alternatives exist and should be understood.
These products are not risk‑free. They contain nicotine and are addictive. But because they do not involve combustion, they eliminate smoke—a key difference that matters.
The future is smoke‑free. It’s time for Canada to lead on this front.
Catch Up, Canada. It’s time to lead not lag.
