I would think that any kind of marketing of a cessation aid needs to follow the pathway of a cessation aid. If it's coming with a claim of harm reduction, then it needs to show that it is a harm reduction product. Again, you're right. We need factual information.
As Flory pointed out, if Health Canada tells us about the risk continuum and smokers have an idea of the risk continuum, I would trust Health Canada rather than a manufacturer that wants to have a competitive advantage and has already fooled us before—for example, with the filters in the past—that these products are somehow safer.
I'd rather trust a Health Canada statement in which scientists are putting that risk continuum out than trust somebody advertising to me that these are harm reduction products.