Thank you very much, Mr. Chairman. I appreciate, through you, the members giving us an opportunity to share our perspective on this piece of legislation.
I'm a health public policy expert, Mr. Chairman. I'm a member of the Canadian Vaping Association, and I'm its lead on government affairs. With me today is Mr. Boris Giller, who's a CVA board member and the co-owner of one of Canada's largest vape product shops, 180 Smoke.
Together, Boris and I have expertise in the vape industry. The industry in Canada is a decade old. CVA has been the premiere advocate on behalf of the industry, its members, and those who vape. Our goal is fair legislation and regulation. Our reach goes across Canada, and our impact with government goes to all three levels.
I want to thank your committee members, the House of Commons, and the Senate for your leadership on this. It's a tough piece of legislation. As a government, as a committee, and as regulators, you said yes to vaping in Canada, and regulated it instead of an outcome that would have forced it underground. We appreciate that. It is a viable alternative to smoking. The Canadian model as we contemplate it today—if you travel in our circles—is envied around the world, believe it or not.
Let me further contextualize that. A few years ago, vaping in Canada was a hobby. Today it's a viable industry, increasing exponentially as vapers seek an alternative to smoking cigarettes. The number of vape product shops has grown exponentially in Canada as well, with the current numbers of almost 1,000 stores in Canada representing well over 5,000 employees, serving over a million customers, and generating hundreds of millions of dollars in revenue. At the same time, there are 100 e-liquid and hardware manufacturers representing significant pre- and post-market sales, which in turn underscores significant recurring and predictable revenues against a marketplace of those who want to vape and no longer smoke cigarettes.
Please understand that the growth of this industry has not been the result of expensive marketing campaigns. The CVA and our member organizations are not aligned with tobacco. In fact, the growth of vaping has been a direct result of the substantial demand for vape products by millions of ex-smokers. The market will only continue to grow, not only as a viable and less harmful alternative to cigarettes, but also because of government initiatives that legislate it as a less harmful product in Canada.
The majority of Canadian vape product shop operators, manufacturers of e-liquids, and advocates are, like many who vape, former smokers. They have chosen to vape rather than smoke cigarettes. They realize the potential of this disruptive technology as a less harmful alternative to smoking, both cigarettes and of course now cannabis.
CVA has taken substantial risks to pursue a mission aligned with Bill S-5. Many people associated with vaping would assert a different path of perhaps fighting government on what they believe is their right to vape. However, contrary to that view, the Canadian Vaping Association believes that working with government on making this bill work is more palatable and more productive.
We believe Canada is a role model for other countries in developing and implementing effective ways of reducing the harms of smoking. At the provincial level, smoke-free legislation has taken hold. I've been part of the smoke-free Ontario campaign from the start, 10 years ago. At the national level, Canada's tobacco reduction initiative is enviable. Through Bill S-5, we believe the Government of Canada has been responsible, implementing suitable and effective legislation that ensures adult smokers have access to products that substantially reduce the harm that cigarette smoking is known to cause, all the while recognizing that a less harmful alternative ought to be available.
To amend the Tobacco Act and create a category for vaping is not only welcome, but also suggests that vaping is a choice over smoking and has the potential for dramatically reducing disease and death caused by smoking. CVA encourages members of this committee to review the growing body of evidence, including qualified literature, global studies, and research on vaping that modifies our views. Frankly, it ought to form the thinking of your committee when looking to draft regulations for vaping going forward.
Over the last few years, the Canadian Vaping Association has met with several of you on the committee to encourage your support for our views and to offer advice. Let me be specific.
Recent studies in the aggregate have shown that vaping is less harmful than smoking. The former minister herself referenced this CVA messaging when she introduced the legislation in November of 2016. On that point, we're pleased that the legislation includes a timely review, so that as science and research prove out in favour of vaping as a less harmful alternative, those findings will in fact be reflected appropriately in your regulations.
With respect to overall industry regulation, we've been working closely with qualified organizations on the development and implementation of an accreditation program at the national level.
The patchwork of regulations from provincial legislative initiatives across Canada has confounded this industry while we wait for this milestone to occur. Bill S-5 does offer a national framework for retail and manufacturers of vape products, and we aspire to have this reflected in our national accreditation program plan.
CVA board member Sam Tam sits with Health Canada on the Underwriters Laboratories of Canada committee to establish global standards for technology, devices, and battery safety as they pertain to vaping. Furthermore, our board president, Shaun Casey, sits on a Standards Council of Canada committee chaired by Health Canada for the establishment of ISO e-liquid manufacturing safety standards.
An accreditation program, we believe, will provide comfort to you, as regulators, that vape products and services available to consumers are of a quality that is measured against a robust set of standards. A national accreditation program would require vape manufacturers, e-liquid and hardware manufacturers alike, as well as vape product shops, to commit to and submit to a program where a common set of standards for operations of their physical plants, policies and procedures, and other variables are measured. Any negligent behaviours or deficiencies would result in fines or perhaps remediation plans, respectively, to demonstrate compliance. We are committed to this process.
The utmost important piece of this legislation, in our view, ought to be the value of the information and the manner in which customers receive detail by a vape product shop employee. When they make the choice to acquire or consume a vape product, they need to know what they're buying. To that end, we encourage the committee to work with us at the Canadian Vaping Association as we develop a certification program for vape product shop employees. Purveyors of vape products anywhere in Canada ought to be well trained to help customers make the logical choice to a less harmful product than cigarettes.
We're considering qualified career colleges, not only to develop a curriculum, but to have it delivered in every province. It would be entirely helpful to make this certification program part of your intended regulations and mandatory in all provinces.
In fact, the FDA in the United States referred to our plans for certification in Canada as a beacon to follow in the United States. It contemplates national dialogue in the United States on its own vape legislation, and it has looked to Canada, and especially what we're doing on certification, as a role model to that end. Our president, Shaun Casey, and I have testified on many occasions in the United States on this issue.
The Canadian Vaping Association believes the goal of regulation should be to ensure that maximum benefits are realized while minimizing potential harms. We believe that sales should be restricted to those over the age of majority. We concede that restricting its use in public spaces is inevitable. We agree that certain lifestyle promotion or advertisements are not appropriate.
The amendments we put forward on Bill S-5 to the Senate committee ensure that youth are not able to access these products, and we agree that the use and acquisition of vaping tools should be limited to public areas that minors are prohibited from entering.
Additionally, the amendments that we originally put forward to the Senate provide adult smokers with access to assistance provided through qualified vape product shop employees, which can be crucial to the success of a smoker looking for an alternative to cigarettes.
Vaping technology has catapulted in quality by leaps and bounds. Research, too, has debunked the myths that have permeated mainstream media about vaping, and because the technology is getting better, vaping may yet prove to be an effective breakthrough in anti-smoking.
I welcome your questions, and thank you for your attention.