In Canada, health organizations are calling for a nicotine-free generation by 2045.

More than twenty public health organizations have called on the Canadian federal government to set a goal of achieving a "tobacco-free generation" by 2035 with nicotine consumption below 5% of the population by 2045.[1]. This proposal stems from a roundtable discussion at the University of Ottawa Heart Institute dedicated to reducing smoking and the use of nicotine products, such as e-cigarettes and nicotine pouches, in Canada. Experts are concerned about the increase in their use among young people and non-smokers since 2018.

An increase in vaping and nicotine pouches, especially among young people

Canada has seen a significant decline in smoking over the past few decades, with 5 million fewer tobacco users compared to the year 2000 and a current adult prevalence of 13 %, making the country's goal of achieving a tobacco-free generation of fewer than 5 % adult smokers by 2035 achievable. Conventional tobacco still kills 46,000 Canadians each year, remaining a major preventable cause of illness and premature death in Canada.

However, according to Les Hagen, Executive Director of Action on Smoking and Health, nicotine use has increased sharply among Canadians aged 25 and under. He points out that several systematic reviews of the literature have highlighted an association between vaping among young people and an increased likelihood of later initiating smoking. Health Canada reiterates that vaping is not recognized as a smoking cessation tool and that vaping « is not harmless and is not intended for young people »", specifying that children and adolescents can be« more sensitive »"to the harmful effects of nicotine, because brain development continues during adolescence and into early adulthood.

A Statistics Canada report published in 2025 showed that 15% of middle and high school students reported vaping in the 30 days prior to the 2023-2024 survey, and 27% of high school seniors reported using an e-cigarette for 30 days, far exceeding overall national consumption levels. A 2022 Statistics Canada report found that 18.2% of Canadians aged 15 and older had ever vaped.

According to Rob Cunningham, senior policy analyst at the Canadian Cancer Society, this alarming situation stems primarily from the fact that e-cigarettes are inexpensive, often flavored, and lack explicit images or health warnings on their packaging, while social media influencers frequently promote them. As a result, they still enjoy high levels of social acceptance, and their health effects remain largely unknown.

However, as Michael Chaiton, associate professor at the University of Toronto, points out, even if the full health effects of vaping are not yet known, this practice remains harmful: electronic cigarettes themselves are associated with risks, particularly with regard to respiratory and cardiovascular problems.

Furthermore, the same issue applies to nicotine sachets.[2]. Although their use is less documented than that of e-cigarettes in Canada, since their sale is illegal outside of the Zonnic brand, their popularity is reportedly growing among young people. Flavored, sweet, and fruity, with colorful and misleading packaging, they are also promoted by social media influencers who downplay their health effects. According to Dr. Richard Bélanger, a pediatrician, adolescent medicine specialist, and clinical researcher at the CHU de Québec-Université Laval, Quebec has seen a 50% increase in sales of these products in just one year, citing the results of a soon-to-be-published study. Health professionals are concerned about strong nicotine addiction as well as other unforeseen risks such as oral irritation.

Proposed regulatory measures against new products

Les Hagen therefore recommends strengthening regulations on vaping products, particularly through restrictions on flavors, the addition of more visible health warnings, and a ban on online sales, in order to achieve the targets set for 2045. He believes that increasing taxes on nicotine products and extending smoking-related restrictions to vaping (plain packaging, promotional restrictions, including a ban on in-store advertising, and a ban on vaping at work and in public places) could also help discourage nicotine consumption.[3].

Flory Doucas, co-director of the Quebec Coalition for the Fight Against Smoking, notably called on the federal government to finalize regulations aimed at limiting flavours in vaping products, and invited harmonization between federal, provincial and territorial measures, citing the example of Quebec which banned the sale of electronic cigarettes with sweet or fruity flavours from 2023.

Rob Cunningham stated that the goal of reducing nicotine consumption among teenagers and young adults is achievable, albeit difficult, due to the popularity of new products such as e-cigarettes and nicotine pouches. He believes it all depends on the speed and extent to which governments implement these measures.

Some provinces are already reacting. In Ontario, policy measures are in the works.[4] NDP MPP France Gélinas, representing Nickel Belt, Ontario, announced along with three other MPPs that she and three others have introduced the "Vaping Is Not for Children" bill. This bill would prohibit the promotion and sale of e-cigarettes to anyone under 21 and would require the Ministry of Health to publish a report on illegal vaping by minors. It would also restrict sales to certain specialty stores, cap nicotine levels, and use vaping taxes to fund awareness and prevention campaigns.

©Generation Without Tobacco

AD

[1]Organizations are calling for strict rules to reduce vaping among young people., In Beauce, published on May 31, 2026, accessed on June 1, 2026

[2]Edouard Dubois, Increased consumption of nicotine sachets, "aggressive" marketing targeting young people, Radio-Canada, published June 1, 2026, accessed the same day

[3]The Canadian Press, Advocates call on Ottawa to limit nicotine use among youth, demand stricter measures, CTV News, published May 31, 2026, accessed June 1, 2026

[4]‘'Vaping is not for Kids' bill would ban vape sales to youths under 21, Village Report, published May 31, 2026, accessed June 1, 2026

National Committee Against Smoking |