CVA Applauds Health Canada's New Guidance on Vaping Product Promotion, Calls for Flavour Promotion Guidance as Next Step

A better understanding of the rules and expectations from regulators helps the industry improve compliance rates while supporting a level playing field for responsible businesses

Ottawa, ON, Oct. 19, 2026 (GLOBE NEWSWIRE) -- The Canadian Vaping Association welcomes Health Canada's new guidance document, Promotion of Vaping Products and Their Brand Elements/Promotion de produits de vapotage et de leurs éléments de marque, which provides clarification on what constitutes promotion under Part IV of the Tobacco and Vaping Products Act (TVPA).  

The guidance sets out a four-part test for what constitutes a promotion and explains how brand names, logos, and their variations are treated. It also gives real-world examples from retail stores, events, and online channels. 

“The industry has long called for clear, practical guidance on how promotion rules apply in day-to-day business,” said Sam Tam, President of the CVA. “The CVA was pleased to have the opportunity to review and provide feedback on the guidance before its publication. We welcome this resource, which will help retailers, manufacturers, and distributors better understand their obligations and support compliance with the rules.” 

Supporting compliance improvement 

Many compliance issues arise not from deliberate non-compliance, but from uncertainty surrounding regulatory requirements and their interpretation. By demonstrating what a promotion looks like in practice, from in-store displays and packaging to websites, social media and newsletters, 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.  

Supporting fair competition 

Consistently applied rules protect responsible businesses. When some operators ignore the promotion rules, they gain an unfair advantage over businesses who invest in compliance. A shared understanding of the rules supports enforcement and creates a fair marketplace for all operators, so the businesses that follow the law aren't undercut by those that don't. 

"We thank Health Canada for responding to the industry's call for clearer guidance on promotion," continues Sam Tam. "When the rules are clear, businesses know what’s expected and inspectors can enforce consistently.  That rewards responsible operators, supports fair competition, and shows that compliance and youth protection go hand in hand."  

Next step: guidance on flavour promotion 

Health Canada has said it may develop additional guidance on common types of non-compliance. CVA believes flavour promotion should be the priority and stands ready to contribute. The CVA encourages Health Canada to prioritize dedicated guidance on flavour promotion, which, in the CVA’s experience, is the most common area of promotional non-compliance. Businesses would benefit from clear examples of how flavours may be described and displayed along with clarity on acceptable flavour naming under the Tobacco and Vaping Products Act and its regulations.  

Now is the time for retailers, manufacturers, and distributors to review the guidance and assess their promotional materials to ensure compliance with the rules. Businesses with questions can contact Health Canada and the Canadian Vaping Association for clarification and support (www.thecva.org). For more information about compliance and enforcement under the Tobacco and Vaping Products Act and its regulations, contact Health Canada at tcp.questions-plt@hc-sc.gc.ca. 

Attachments

• Promotion de produits de vapotage et de leurs éléments de marque
• Promotion of Vaping Products and Their Brand Elements

Sam Tam
The Canadian Vaping Association 
stam@thecva.org

Ashley Bouman
The Canadian Vaping Association 
abouman@thecva.org