Imperial Tobacco Canada is appealing for a coordinated effort between government, health organizations, academics and the private sector to develop what it calls “pragmatic, science-based policies to reduce smoking rates” and become a smoke-free nation.

The company has written an open letter to elected officials and health groups in light of National Non-Smoking Week, indicating that “a smoke-free Canada is possible.”

Imperial Tobacco is promoting the use of vaping products and nicotine pouches as “an innovative nicotine replacement therapy that can aid in quitting.”

Education and marketing co-ordinator with the Alliance for the Control of Tobacco, Melissa Moore, says nicotine is addictive and harmful, no matter how it’s consumed.

“Nicotine is a poison,” says Moore, “it’s one of the most addictive substances on the planet” and can affect the developing brain. She says it’s been linked to anxiety, depression, concentration and impulse control in young people.