How E-cigarettes Became Popular in the New Generation

A new generation is hooked on an old drug and make no mistake nicotine can damage a developing brain at Richfield collegiate in Toronto grade nine students are just learning about the dangers of vaping so learning goals for today's class ye cigarettes and patrons are so popular with youth lately question two so e cigarettes are devices
that produce nicotine and are addictive in the form of a vapor steam aerosol new
numbers reveal alarming increases among vaping in youth we just want to ask a
couple questions I think it would be more comfortable for you if you did this
with your eyes closed our heads on your Jessica if you'd like and so first question is how many won't know someone who vapes okay 25 to 30% of Canadian high school students admit to vaping nicotine in the past month people just really thought it was really cool and people were saying that oh it's just water and that made you think that
vaping was okay and that it was like nothing really other answers are great we knew those were correct as well but yes all of the above educators like Janine Davies are trying to undo those messages explaining the dangers of inhaling heated chemicals and how they were lured into it to begin with I really wanted them to see that what the
big tobacco companies did was they found a new product and they found a new way
to market something towards teens because cigarettes weren't weren't working anymore I'm Jenny family found a smarter alternative cigarettes enticing kids with sweet flavors cool tricks celebrities and clever marketing on social media the more they learn the more some feel abandoned by governments and duped by big tobacco now big vape in its new form obviously they should care but I don't think they really care because they just want the money when you endorse it and you make it popular people really want to try that and be like okay so vaping is actually normal normal and cool just like cigarettes in the 1950s you'll feel better about smoking with a taste of Kent kind tasting to your throat time tasting to your taste buds but what happened to the lessons learned from smoking how could yet another a highly addictive untested and potentially deadly product end up on store shelves right next to candy we call them heated tobacco sticks David Hammond is a public health professor at the University of Waterloo the irony is we got here through an attempt to help adult smokers we still have five million adults smokers one out of every two or three are likely to die unless they quit in 2009 Health Canada was advising Canadians not to use
e-cigarettes or vaping devices stating there could be health risks the devices were not authorized as smoking cessation aids and according to Health Canada hazardous to the health of children but a vocal group of public health experts including Hammond supported the potential benefits of vaping I remember testifying to to one of the federal committees and saying smokers should have access to these we need to be
honest with smokers that they're not going to be as harmful as smoking it's been marketed as safe and it's it's really misled them experts including dr. Richard Stanwyck argued right back insisting big vape hadn't even proven the safety or effectiveness of their products absolutely no evidence to suggest that these were going to be helpful in getting people off of cigarettes in 2015 Stanwyck wrote a paper warning vaping or East cigarettes could end up renormalizing public smoking reversing five decades of tobacco control and revitalizing nicotine dependency in children but his side was losing the public health debate we're just seeing his Luddites that these are nervous Nellie's that they have found the solution it's almost evangelical in this movement that the the vape industry is is the one that's going to solve the the cigarette problem and we're here to talk about the bill s five an act to amend the tobacco act just last year Health
Canada made it official this bill is a key element of the government's broader tobacco control agenda putting basic restrictions on the manufacturing sale labeling and
promotion of vape products nothing near the strict rule slapped on cigarettes at
the same time high dose nicotine products like Joule were entering the market and already appealing to children suddenly both sides of the public health debate agreed Health Canada's regulations were far too weak this is a nightmare for everybody so we're failing both target markets we're not protecting kids and we're not actually doing a good job getting the products in the hands of people who could benefit which is adults smokers to quit what does the future market hold it can't look like it is today governments will need to take meaningful action so that we're still not talking about this problem and scratching our heads about what to do two three four or five years from now unlike health regulators in the United States who've declared a youth vaping
epidemic Health Canada has said relatively little about the rising number of children using nicotine nor would it agree to an interview to talk about the crisis in kids it's failed attempt to help smokers quit or what it plans to do next back at rich view Jeannine Davies is teaching her students how to be media savvy in the new world of vaping on the Left we've got an old classic cigarette ad on the right we've got a new ad for a vaping product so can you see the similarities between the two of them Bert's say the number of children vaping in this country hasn't plateaued yet it has a free nicotine house and for the first time in decades Big Tobacco has a growing market and a range of new nicotine delivery products are coming young Canadians quietly breathe new life into a dangerous old habit and we have Christine joining us now  along  with CBC's Medical Sciences correspondent Kellie Crowe and of course her story vape fail now available at CBC news dot CA so Christine let's start with you
though because I mean in your piece we see more and more young people vaping
and yet these devices are illegal for kids so big question what are they getting with I had the exact same question and after that health class was over I asked a group of grade 9 girls if they'd stay behind and try to answer some of these questions for me because I honestly thought they were buying them online and the girl said well we don't
have credit cards they said that some kids will buy prepaid credit cards and grocery stores which are meant to be gift cards but that's not how the bulk of them are getting them they're actually picking them up at home so mom or dad or an older sibling has tried beeping maybe they try to flavor and they don't like it and then they leave them just lying around and they just get picked up right from the counters right from the shelves and also the other way that they're getting them and it's the same way that kids got cigarettes and they got booze is there's always a trusted adult involved and they go and buy them for them but it is so easy for them to get their hands on them the girl said to me if you want we'll take you out to the schoolyard right now we can
go buy some cartridges if you want interesting um and speaking of adults though I mean Kelly when you look at when a cigarette first hit the market I mean there was this suggestion out there that hey this could be a really useful tool in helping adults quits
looking how much scientific evidence was there to back that up that that would happen well actually it wasn't just suggestion the entire federal policy is based on this what is essentially an unproven hypothesis that this would work to help smokers quit in fact as the policy was being developed there was not enough or really any evidence and as it
stands right now this the studies that are coming in are suggesting that these are 85 to 95 percent ineffective so people are smokers are starting vaping but many of them are just keeping continuing to smoke right so now we have dual users so so Christine the I mean the experts that you've spoken to what do they say needs to happen that I would say the top three that I've heard in terms of changes would be to get rid of all the ads limit the number of flavors because that's what's drawing the kids in young people yeah exactly and also to lower the nicotine levels right now in Canada the limit is 60 milligrams per milliliter and that is three times what the live limit is in Europe the this whole policy was designed to create as much access as possible with a nod to trying to possibly more than not with an intention of restricting access to kids now that
we've seen that this hasn't prevented youth uptake the people are calling for a restriction in provinces and municipalities across the country are working on ways to narrow access to these devices Kelly Christine thanks very much welcome you