The recent study, “The Impact of Juul Market Entry on Cigarette Sales: Evidence of Store-Level Sales Declines from Canada,” has painted a clear picture of the effects of vaping on smoking rates. The study showed that for every 1% of market share JUUL gained, cigarette sales decreased 0.5%. While the study looks at JUUL specifically, its conclusion is applicable to all vape products – vaping adoption reduces smoking rates.

JUUL contributed to a widespread awareness of vaping and made a significant impact on smoking rates globally. Many vape brands are small independent companies who’s impact on smoking rates can not be quantified, however we can see from the many statements made by National Health Services England (NHS) that vaping has played a significant role in reducing smoking rates globally.

Although Health Canada has acknowledged that vaping is less harmful than smoking, true promotion of vaping as a harm reduction method for smokers would have an immense impact on smoking rates in Canada. Canada has made great progress in reducing smoking prevalence, but there is more work to be done and vaping has a roll to play in creating a smoke-free society.

45,000 Canadians die each year from smoking related diseases, often having tried many times to quit smoking. Given the recent Cochrane review, which found that vaping is 70% more effective for quitting smoking than any other method, health officials and regulators have a moral obligation to ensure the public is aware of the relative risks of vaping. The CVA continues to advocate for Health Canada to introduce relative risk statements and give smokers the confidence they need to switch from combustible tobacco to vaping.

The constant misinformation and misguided campaigns against vaping have caused many smokers to mistakenly believe vaping is at least as harmful as smoking. JUUL’s market study shows the direct impact vaping has on smoking rates and should act as encouragement for regulators to increase messaging educating smokers on vaping’s relative risk to smoking.

The data has been clear that restricting access to vapour products increases smoking rates. The market study demonstrates the inverse is also true. The close correlation between the two products gives regulators a pathway to eliminate smoking prevalence. Increased vaping awareness will translate into increased adoption by smokers, therefor reducing smoking rates.