Forward Regulatory Plan 2019-2021: Vaping Products Promotion Regulations (Advertising Restrictions)

Title of Regulatory Initiative

Vaping Products Promotion Regulations (Advertising Restrictions)

Enabling Act

Tobacco and Vaping Products Act


The purpose of the proposed Vaping Products Promotion Regulations is to protect young persons from inducements to use vaping products.

The Tobacco and Vaping Products Act currently does not impose any limitations on information and brand preference advertising for vaping products. Hence, such advertising could appear on any media channel, including television, radio, newspapers, websites, billboards, public places such as recreational and sports facilities, etc. 

The proposed regulations would limit youth exposure to information and brand preference advertising of vaping products by restricting advertisement of vaping products in certain places and in certain media channels. Warning messages on advertisements of vaping products is also being proposed to inform Canadians of the risks of vaping.

Regulatory cooperation efforts (domestic and international)

Not Applicable 

Potential impacts on Canadians, including businesses

The proposed regulations would impact Canadians, in particular youth and non-users of tobacco products, as advertising of vaping products would be further restricted. Manufacturers, importers and retailers of vaping products would be impacted by the regulatory proposal as their ability to promote their vaping products would be restricted. 


Health Canada published a consultation document on August 25, 2017, setting out proposals to regulate vaping products in Canada. The consultation closed on October 27, 2017.

Canadians will have the opportunity to provide comments on the regulatory proposal, during the Canada Gazette, Part I public comment period, which is expected to take place in winter 2020 and last 75 days.

Information on previous consultations and details on upcoming opportunities for consultation in the areas of tobacco and vaping can be found on the website.

Further information

A summary of the comments obtained during the consultation held in 2017 can be found on the website.
Additional information can be requested from the Departmental contact.

Departmental contact information

Denis Choinière
Tobacco Products Regulatory Office
Tobacco Control Directorate
Controlled Substances and Cannabis Branch
Health Canada

Telephone number: 613-941-1560
Email address:

Date the regulatory initiative was first included in the Forward Regulatory Plan

October 1, 2018

Consult Health Canada’s acts and regulations web page for:

  • a list of acts and regulations administered by Health Canada
  • further information on Health Canada’s implementation of government-wide regulatory management initiatives

Consult the following for links to the Cabinet Directive on Regulation and supporting policies and guidance, and for information on government-wide regulatory initiatives implemented by departments and agencies across the Government of Canada:

To learn about upcoming or ongoing consultations on proposed federal regulations, visit:

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