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Under the proposed regulations, the government would impose a ban on the sale of vaping products that contain nicotine levels greater than 20 mg/ml. The regulations are fashioned after vaping rules in the European Union.

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Imperial Tobacco says the Canadian vaping and cigarette market is very different from the EU market as Canadian cigarettes have a higher nicotine level than European smokes.

“Capping nicotine levels at 20 mg/ml will mean that smokers will not be able to find a product that satisfies them, and many former smokers who now vape will go back to smoking,” the company said in a release.

It is anticipated that the vaping industry would lose sales to adult customers who would stop vaping rather than transition to products that contain 20 mg/ml of nicotine.

“It could be debated whether or not the current cap of 66 mg/ml is appropriate. However, the proposed 20 mg/ml is too low and will not satisfy a portion of current Canadian vapers nor smokers seeking a less harmful alternative,” said Gagnon.

“It is hard to understand why the government would enact a policy measure knowing full well it will drive up the number of smokers in Canada”.

Imperial Tobacco says it agrees with the government’s plans to prevent kids from using vaping products, noting laws already prohibit minors from picking up the habit.

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