Canadian Vaping Association Welcomes Health Canada's Vaping Product Promotion Guidance

Ottawa, ON, Oct. 19, 2026 /CourierPR/ -- The Canadian Vaping Association (CVA) has welcomed Health Canada's new guidance document on the promotion of vaping products, which provides clarification on what constitutes promotion under Part IV of the Tobacco and Vaping Products Act (TVPA).

The CVA was pleased to have the opportunity to review and provide feedback on the guidance before its publication.

The guidance document offers real-world examples from retail stores, events, and online channels, demonstrating what a promotion looks like in practice. This includes in-store displays, packaging, websites, social media, and newsletters. By providing these examples, the guidance gives businesses a practical tool to review their own materials and correct issues before they become enforcement matters. Clearer regulatory expectations make it easier for businesses to understand and meet their compliance obligations.

Health Canada's new guidance is seen as a step towards supporting fair competition. Consistently applied rules protect responsible businesses. When some operators ignore the promotion rules, they gain an unfair advantage over businesses that invest in compliance. A shared understanding of the rules supports enforcement and creates a fair marketplace for all operators, ensuring that businesses that follow the law are not undercut by those that do not.

The CVA believes that flavour promotion should be the priority for future guidance. In the CVA's experience, flavour promotion is the most common area of promotional non-compliance. The association encourages Health Canada to prioritize dedicated guidance on flavour promotion, which would provide clear examples of how flavours may be described and displayed, as well as clarity on acceptable flavour naming under the Tobacco and Vaping Products Act and its regulations.

Retailers, manufacturers, and distributors are advised to review the guidance and assess their promotional materials to ensure compliance with the rules. The CVA is available to provide clarification and support to businesses with questions.

The CVA also encourages businesses to stay informed and engaged with the ongoing regulatory landscape to ensure they remain compliant and competitive in the vaping industry.