Taking Aim at Youth Smoking

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Many readers by now will have seen or heard about the smoking baby video featuring a two-year old Indonesian boy apparently smoking a cigarette. The video sparked outrage and highlighted the issue of youth-smoking world-wide. Statistics from the World Health Organization (WHO) suggest that, world-wide, roughly 20 percent of young teens take up smoking and about 50 percent of those continue to smoke for the next 15-20 years.

Studies estimate that millions and millions of deaths each year are smoking-related. Further, the associated social costs in Canada alone are estimated to be in the billions each year. In an effort to reduce tobacco use, especially among young people, all levels of government have become involved. As tobacco is known to be a highly addictive substance, many prevention strategies are aimed at youth. And as studies suggest that youth are heavily influenced by tobacco advertising, family exposure and peer pressure, efforts are in place to address these factors and "de-normalize" tobacco use itself, making it less and less socially acceptable.

Regulations restricting tobacco use are now commonplace, covering issues such as advertising and promotion, access to tobacco products, complete smoking bans in most every enclosed public place including taxi's, and restrictive bans in many public "open-air" spaces. But the relatively new introduction of flavoured tobacco products has posed a new problem to contend with. Although tobacco advertising directed at youth has been regulated for some time, tobacco products themselves which were arguably developed to be more appealing to youth were not always covered. Case in point - flavoured tobacco products. Canada has now moved to address this issue as well.

Early this month legislation came into force requiring retailers to stop selling flavoured smoking items such as cigarettes, small cigars and blunt wraps. While the actual legislation was passed last fall, retailers were given a grace period before the law took effect. The new law has the support of all political parties as well as organizations such as the Canadian Cancer Society, who suggest that covering the natural taste of tobacco with flavours such as candy, ice cream or assorted fruit makes smoking more palatable for youth who may not otherwise start smoking. It is hoped that the legislation will help prevent youth from picking up the habit in the first place.

To further discourage youth smoking, the new law also prohibits the sale of single small cigars and blunt wraps and requires these products to be sold in packages of 20, the same as the minimum package quantities for cigarettes. Health Canada explains that such legislation will put an end to the industry practice of selling single or small quantity "kiddy-packs", making the products less affordable and accessible to youth. The legislation also further restricts tobacco advertising to signage in places where minors are not allowed, such as bars and night clubs, and mail-order publications sent to a named adult.

While this new legislation is the newest federal initiative, Manitoba has become the latest province to introduce legislation prohibiting smoking in private vehicles carrying youth under the age of 16. Manitoba joins other provinces such as Nova Scotia, Ontario, British Columbia and New Brunswick in further tackling youth exposure to second-hand smoke. Saskatchewan introduced similar legislation in December, 2009. Under amendments to The Tobacco Control Act, smoking will be prohibited in private vehicles carrying anyone under the age of 16. The amendments, which have yet to become law, also bring the provincial legislation in line with the newest federal initiatives and place further restrictions on tobacco advertising, the sale of tobacco products in pharmacies, and smoking on or around school yards.

For more information on smoking reduction strategies, visit www.health.gov.sk.ca or Health Canada's website www.quit4life.com. For more information about the status of the latest amendments to The Tobacco Control Act, visit www.justice.gov.sk.ca.