What is holding Canada back from hitting its smoking reduction target?

The effects of smoking and tobacco use are well and widely known, yet approximately 11 per cent of Canadians still smoke.

To address this, the federal government introduced a target of less than five per cent tobacco use by 2035. It’s a mighty challenge — and in an era where misinformation abounds, accurate information is essential so that public policy can be based on scientific fact, and people who smoke understand the options available to them.

“Alternatives to cigarettes are now available, but there is a lot of misinformation when it comes to smoke-free alternatives,” says Dr. Oyston. “People need to be given the facts so they can make their own informed choices as to what is best for them.”

The U.K. and New Zealand have both looked to smoke-free alternatives to bring down the prevalence of smoking in their countries and have acknowledged them as potentially less harmful than cigarettes. The challenge in Canada lies in federal laws that restrict health comparisons between products.

“This restriction limits access to critical independent scientific research and denies Canadians’ access to facts that could help them make an informed choice,” says Dr. Oyston.

The best choice any smoker can make is to quit all forms of tobacco and nicotine altogether. But, for those that won’t quit, access to all available information about alternatives is imperative.

Confusion around smoke-free alternatives exists not only in the public but among doctors themselves: many mistakenly believe that nicotine primarily leads to smoking-related diseases, according to a Rutgers-led U.S. survey, when in fact it’s primarily the smoke caused by the burning of tobacco.

The study, published in the Journal of General Internal Medicine, further outlines the confusion, finding that 80 per cent of those surveyed believe it is the nicotine that directly causes smoking-related diseases. Researchers found that 83 per cent of doctors strongly believed that nicotine directly contributed to heart disease and 81 per cent thought it contributed to chronic obstructive pulmonary disease (COPD). Family doctors were more likely than oncologists to misunderstand nicotine as the primary cause of smoking-related diseases.

Although nicotine is addictive and not risk-free, the burning of tobacco is the main contributor. Correcting misperceptions should be a priority for the federal government and physicians must understand the actual risk of nicotine, says Dr. Oyston. In turn, Canadians will be better equipped to understand the science behind alternatives. “People need meaningful education on the available alternatives.”

Introduced in 1997, the Tobacco Act has been instrumental in reducing smoking levels. The act was updated in 2018, and the revamped Tobacco and Vaping Products Act (TVPA) focuses on regulating the sale of both tobacco and vaping products across the country.

Canada is in the middle of its first mandatory review of the TVPA, representing a pivotal moment to drive material change for every Canadian. According to Dr. Oyston, Canada can accelerate this change and the decline of cigarettes by ensuring that adult smokers have access to the best available scientific information on nicotine products so they can make a fully informed choice.

Every Canadian can play a role to effect this change, starting with progressive thinking and a willingness to have the conversation.

Where we end up?

A Canada without cigarettes.

To learn more, visit unsmoke.ca.

This story was created by Content Works, Postmedia’s commercial content division, on behalf of Rothmans, Benson & Hedges Inc.