Key Takeaways
- Imperial Tobacco Canada responded to the April 17 anti-smoking groups press conference by saying the youth vaping discussion should focus on the illicit market.
- The company said youth should not use nicotine products and that it supports strong measures to prevent youth access.
- Imperial said the press conference failed to clearly distinguish between the regulated market and the growing illicit market.
- Citing Health Canada data, the company said less than 1% of inspected gas and convenience stores were non-compliant, while 43% of inspected vape shops were in violation.
- Imperial called for stronger enforcement of existing laws, action across the illicit supply chain, national flavour rules, and clearer separation between authorized and illicit products.
2Firsts, April 22, 2026
According to ccentral, Imperial Tobacco Canada responded to the April 17 press conference by anti-smoking groups and called for a more focused, fact-based approach to youth vaping.
Imperial said youth should not be using nicotine products
Imperial Tobacco Canada said there is unanimous agreement on the core issue that youth should not be using nicotine products. The company said it supports strong measures to prevent youth access and stressed that enforcement of existing laws must be the priority.
The company said the discussion blurred the line between the regulated and illicit markets
However, Imperial Tobacco Canada said the discussion failed to clearly distinguish, and at times blurred, the line between the regulated market and the growing illicit market that is driving youth access.
Eric Gagnon, vice president of corporate and regulatory affairs, said the flavoured and youth-appealing products being cited are not coming from Imperial or the regulated market, but are “overwhelmingly coming from the illicit market,” where there are “no rules, no oversight and no age verification.”
Imperial cited Health Canada data on compliance
Imperial Tobacco Canada said recent Health Canada data cited in the press conference underscores the issue. The company said that while less than 1% of gas and convenience stores inspected were found non-compliant, nearly half of inspected vape shops, 43%, were in violation.
The company also said illegal products continue to be sold openly and remain widely available online, often with nicotine levels and flavours that are not permitted in Canada.
Imperial proposed five actions
Imperial Tobacco Canada called for immediate action, including enforcement of existing laws for non-compliant shops;
addressing access to non-compliant products through robust enforcement across the supply chain;
setting national flavour rules that limit youth appeal while preserving only adult-focused options;
clearly distinguishing between authorized and illicit products to better educate adult consumers;
and improving dialogue between industry, public health；
and regulators to develop smart regulation based on science and evidence and to prevent unintended consequences.
The company said enforcement and education are the missing pieces
Gagnon said, “Enforcement and education are the missing pieces.” He added that if the objective is to protect youth, the focus must be on stopping illegal sales and holding bad actors accountable.
Imperial said the same principle applies to nicotine pouches
Imperial Tobacco Canada also said the same principle applies to nicotine pouches. The company said there is a clear difference between products authorized by Health Canada and illicit products sold online with significantly higher nicotine levels, and that maintaining that distinction is essential for both youth protection and public health.
Gagnon said authorities should “enforce the rules, shut down illegal sales, set clear limits on adult-focused flavours and stop blurring the line between legal and illicit products,” adding that this is how to protect youth and move Canada toward a smoke-free 2035.
Imperial called for collaboration on solutions
Imperial Tobacco Canada said it invites anti-smoking groups, public health advocates and governments to move beyond rhetoric and work together on solutions that will have a real impact. The company said that starts with aligning on the facts, targeting the illicit market and taking meaningful action to protect youth.
Image Source: Imperial Tobacco Canada
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