Mr. Speaker, I will be sharing my time with the member for Scarborough-Rouge River.
Throughout the debate on Bill C-71 we have heard compelling evidence about the dangers of smoking. Tobacco use puts the lives of millions of Canadians at risk every day. Canadians are increasingly aware of the dangers of tobacco use. Consensus has been building for some time on the need for strong, well co-ordinated action to meet this public health challenge head on.
The announcement by the Minister of Health of a comprehensive federal strategy to help protect Canadians from the harmful effects of tobacco is a step to be applauded and supported by all members of the House.
Bill C-71 is an indispensable tool for regulating tobacco advertising and promotion and ultimately for reducing tobacco consumption.
We must recognize that the legislation has as its ultimate goal public health. It is our responsibility as members of Parliament to ensure that it receives quick passage through the House.
This debate has given us a clear picture of the devastating effects of tobacco use on the current generation of Canadian smokers. Just as alarming, however, is the potential devastation awaiting a whole new generation of young Canadians who are taking up smoking at an alarming rate.
I will read a letter I recently received from a grade 5-6 class at L. E. Shaw School in Avonport in my riding of Annapolis Valley-Hants. The teacher wrote:
The grade 5-6 students are very concerned about the effects of smoking on our bodies and the environment. We have also looked at the advertising and the influence it has on people, especially young people.
In their letter they urge me not to support any measures that loosen the restrictions on advertising tobacco products.
As a parliamentarian I have a responsibility to protect their rights and their health. I am pleased to report that the measures included in the bill are an appropriate response to the health threat that smoking poses for the young people of Canada.
Let us begin with what we know about youth and smoking. One in three Canadians smoke. Half of them will ultimately die prematurely of tobacco related diseases. In my own family I have certainly seen this devastation. Youth are the most tragic casualties of tobacco use and addiction. Youth are the most vulnerable to tobacco promotion.
That is why the government's priority in developing the legislation and the overall strategy has been young people. I think we can all agree that young people are certainly the future of the country. We must invest in them by protecting them and by ensuring the safest and healthiest environment for their growth and development.
The statistics, however, show that we have our work cut out for us. Twenty-nine per cent of 15 to 19 year olds and 14 per cent of 10 to 14 year olds are current smokers. Smoking among teens 15 to 19 years of age has increased 25 per cent since 1991. According to the 1994 youth smoking survey, 260,000 kids between the ages of 10 and 19 years were beginner smokers that year.
Figures like these are being replicated in all other countries. These statistics have promoted the World Health Organization to classify youth smoking as a global pediatric epidemic.
What is striking about the evidence on youth smoking is the knowledge among youth about the effects of tobacco use. More than 90 per cent of people between the ages of 10 and 19 believe that tobacco is addictive. A similar percentage believe tobacco smoke in the environment can be harmful to the health of people who do not smoke. I certainly I can attest to that. Despite being clearly aware of the hazards over a quarter of the young people still smoke.
Research indicates a strong association between the smoking habits of youth and the number of friends who smoke. The most common reason cited for starting to smoke is the influence of friends or peer pressure. Eighty-five per cent of all smokers surveyed say they began smoking before they were 16 years of age. A critical time for the smoking decision process appears to be between the ages of 12 and 14. It is no surprise the tobacco companies know this statistic. They need new customers to replace the legions of those who are dying every year from smoking.
Currently the tobacco industry has a voluntary code that prohibits advertising to young people or using advertising with young people pictured in it. However the industry has breached this code time and time again.
The tobacco industry says it does not advertising to encourage youth to take up smoking. It claims it is only to encourage older, established smokers to switch their brands. Young people like those in our gallery are sophisticated enough to understand the point of tobacco company marketing tools.
Some 85 per cent of young smokers and 83 per cent to non-smokers agree that advertising for events sponsored by tobacco companies is a means to directly advertise cigarette brands. I am sure the group of young people in our gallery would agree with those statements.
Despite the claims of the tobacco industry it is clear people in young age smoking groups are more likely to start smoking and to switch brands than older people. Otherwise, why would the tobacco companies support events that are so popular with young people, from sporting events to popular music festivals, to entertainment events? Young people tell us that the use of brand names in tobacco sponsored events acts as an advertisement for tobacco products and smoking as well as for the specific event.
Bill C-71 will respond to the realities and to the tobacco industry's indirect focus on youth. Bill C-71 will restrict the association of tobacco brand names with sponsored events while still allowing tobacco companies to sponsor whatever events they please. The legislation will also control the extent to which young people are exposed to tobacco advertisements and promotions by banning broadcast, billboard, bus panel ads, and counter top displays in stores. In addition, it prohibits the use of tobacco brand names or logos on non-tobacco products that are youth oriented or have lifestyle connotations such as baseball caps and knapsacks.
The legislation will also reduce youth access by banning vending machines and mail out sales and by requiring photo identification to confirm minimum age.
These measures and others in the bill are designed to protect the health of Canadians, particularly young Canadians. Collectively they form a balanced and reasonable piece of legislation that addresses the broad range of factors which contribute to a young person's decision to smoke.
Since the bill was introduced the Minister of Health has consistently reiterated that he would listen to the views expressed in consultation on the bill. The minister has subsequently tabled a series of amendments that demonstrates our government is giving serious consideration to what all parties have to say on this complex issue.
The proposed amendments are straightforward and fall into three categories. Six of the proposals are technical amendments. They simply bring greater precision to some of the terms used in Bill C-71. Four amendments respond to requests by representatives of the tobacco industry that the government clarify its intentions. We have done so in the interests of providing greater certainty to affected parties.
The final amendment responds to the requests made by the arts, cultural and sports community and groups. Some groups expressed concern over what might happen if subclauses 24(2) and (3) took effective immediately upon proclamation. These subclauses restrict the display of tobacco related brand elements and the placement of permanent materials.
The government recognizes that many sponsored events bring important economic benefits to communities. We have therefore agreed to a one-year or two summers implementation period for this portion of the bill only to give affected groups more time to adjust their promotional strategies.
We have introduced these reasonable amendments in a way that will not compromise the integrity of the bill or the government's health objectives. As I said earlier, this bill is about protecting the health of Canadians, particularly young Canadians.