When I walk into my local major chain grocery store, one of the first fridges I see is filled with bright, fun cans, chock full of sugar and alcohol. One in particular looks just like those red, white, and blue rocket popsicles, and hits me in the nostalgia.
They share the fridge with rows of stylized kombuchas, beckoning to shoppers in an all ages space to take their pick. You can also buy cigs there of course, tucked out of sight these days, but like an old timey speak easy, say the right words and show the right ID, and they open the secret doors. This feels normal now, though I’m old enough to remember when smokes were not only proudly displayed at pharmacy check-outs, but also sponsored just about all our noteworthy festivals.
We embrace vice in Montreal. We embrace it because we believe in joie de vivre and personal freedoms. We love the caché that sexy trinity gives us, and in normal times, we love the tourist dollars that come with it. From our drinking age, to our legal contact dances, Montreal is a haven for adult entertainment in the broadest sense of the term.
That’s why it seems so weird that e-cigarettes are slated to come under stricter regulations. Quebec is moving to limit nicotine content in cartridges and liquids to 20%, while also banning flavors. This means that adults will only be able to choose between flavorless, menthol, or tobacco flavored, to pair with their hard root beer.
Before the pandemic, the news was briefly filled with teenagers getting sick from what turned out to be black market THC and CBD vapes made with vitamin E, and who knows what else. While broken telephone caused panic about adults smoking regulated nicotine products, it also seems to have contributed to Quebec’s decision to ban THC and CBD vape products moving forward while other provinces allow them.
During the lockdown, vape shops were considered non-essential. They are the exclusive retailers of e-liquid, refillable vape pens, empty pods, and various bits so you can keep your vape up and running. They often have custom flavors and products that set them apart from each other, creating niche markets.
While plenty of small businesses in the same boat were able to mitigate some of their losses by moving to online platforms or curb-side pickups, vape shops weren’t allowed to do either. In fact, under Quebec law, vape shops can’t sell their wares online, leaving small shops out in the cold, and vapers to find their own alternatives, likely driving money to other provinces or countries.
One small loophole remained: deps continued to sell a limited selection of popular, self contained pod products, and the e-cigarettes associated with them. They had Juul products, and Vuse (previously Vype). Both are relatively pricier options per milliliter, but I dusted off my Juul, and used it until I got sick of it, bought a Vuse, and then paid more than I used to for cigarettes until restrictions eased.
I wondered why these were available. Big box stores had sections closed off in an attempt to even the field, and while I was grateful to be vaping, I couldn’t help but wonder why there seemed to be some favoritism in play on vapes.
A quick search, and I found that the Altria Group (formerly Philip Morris) owns a 35% share of Juul. They already make multiple tobacco flavors including Virginia, Golden, and Classic. Even more fun, our former Health Minister Rona Ambrose joined the Juul board of directors in spring of 2020.
This gave me giggles because in 2014, in her position as Health Minister, she was quite concerned about vapes, flavors, et al, and called for further research. At the time, she said:
“Currently, without scientific evidence demonstrating safety or effectiveness, we continue to urge Canadians against the use of these e-cigarettes. We have heard that e-cigarettes may be a gateway for teens to begin smoking, while also having the potential to serve as a smoking cessation tool. Today, I am asking the Standing Committee on Health to undertake a thorough study on e-cigarettes and provide a report.”– Rona Ambrose, while Canadian Minister of Health in 2014
So, as I see it, either the research came back clean, or she’s a high paid hypocrite shilling for big tobacco. I’ll wait.
What about Vuse? Oh, they’re owned by British American Tobacco, one of the biggest cigarette players in the world, now making sure they keep their profits up by having a foot in each world.
Maybe I’m paranoid. Maybe self contained pods are just easier to stock. Well, my preferred one and done self contained e-cig is STLTH. They’re founded by a group of ex-smokers with over twenty years of cumulative experience in vape space, and no apparent ties to big tobacco. Their products are exclusively available in dedicated vape shops. Weird, right?
All this is in the name of “think of the children”. Well, I was one once, and I had no trouble getting my hands on cigarettes at 13. Locked in a decades long toxic on-off relationship with butts, I was down to a pack a week, feeling that was a negligible, “harmless” amount to smoke.
I made the switch to vape 2 years ago, and I breathe better. I no longer have that gross morning cough, and my vocal range has returned in a way I never thought it could. My house smells better. Hell, my hair smells better.
I enter an 18+ space, and make my adult decisions, aware that this is harm reduction, not perfection, and that no toxins are better than any toxins. It’s much the same way I think about alcohol.
If eliminating flavors stopped experimental and rebellious kids from doing stuff, alcoholic soda would be banned, and I wouldn’t have ever picked up a regular ol’smoke. If all we do is worry about the children, and 18+ spaces aren’t a good enough way to keep kids out and “safe”, then let’s board up every SAQ and SQDC.
Because as it stands, taking away my flavors looks like it won’t keep vape out of kids’ mouths, but it sure sounds like it will be taking money from small businesses, and giving it right back to big tobacco, one way or another.
Featured Image by Dawn McSweeney