Pubdate: Sat, 25 Feb 2017
Source: Vancouver Sun (CN BC)
Copyright: 2017 Postmedia Network Inc.
Contact:  http://www.canada.com/vancouversun/
Details: http://www.mapinc.org/media/477
Author: Eric Gagnon
Page: B5

OTTAWA ATTACKS BRANDS WITH PLAIN PACKAGING PLAN

Tobacco policy won't achieve its aims, Eric Gagnon
writes.

Plain packaging will only make it easier for counterfeit tobacco
manufacturers.

While the federal government proceeds with the legalization of
marijuana, it continues to seek stricter tobacco industry regulation
by banning menthol cigarettes and introducing plain packaging. These
tobacco regulations are an easy political win meant to generate
headlines and appease a vocal, well-funded tobacco control lobby, but
do nothing to further reduce smoking rates.

Meanwhile, millions of Canadians purchase marijuana. Most surveys show
marijuana use higher than tobacco smoking. According to Health
Canada's own figures, the youth use of marijuana is almost six times
that of tobacco, which is remarkable since marijuana is illegal. This
is interesting since as an illegal product, marijuana is already
effectively sold in a plain pack.

The federal government's stated objective with marijuana legalization
is to get people to switch over from the illegal and unregulated
market to the regulated market. The government's task force on
marijuana legalization recommended plain packaging for that product.

Licensed producers of marijuana are now arguing branding and marketing
are necessary to attract consumers from the black market to the legal
industry, and cite the liquor sector as an example to follow. Branding
justifies why it makes sense for consumers to go through the legal
system instead of going to somebody they know in the
neighbourhood.

The tobacco industry also needs brands to differentiate its products
from illegal traffickers. It makes no sense to allow marijuana
producers to display their brands while taking branding away from the
tobacco industry. The only result is sending consumers to the illegal
market.

The unlawful production, distribution and sale of cigarettes in Canada
has reached unprecedented levels in recent years, with illicit
products making up more than 20 per cent of tobacco products.

While illegal tobacco is often viewed as a problem limited to Central
Canada, recent data from the Western Convenience Stores Association
suggests otherwise. The association conducted a study last November
and reported that illegal tobacco rates in British Columbia are around
15 per cent.

Not only does this cause significant revenue shortfalls for B.C., but
it creates challenges for public health officials, law enforcement,
tax authorities, policy-makers and the public. Efforts on the part of
government and other organizations to protect the health of Canadians
of all ages are undermined. Small business owners are losing sales.

Standardized packaging will lead to an increase in Canada's already
rampant illicit tobacco, undermining public health objectives.
Unsurprisingly, evidence from Australia shows plain packaging has not
achieved any of its stated objectives. Canada will be no different.

Nobody disagrees with regulating tobacco and, yes, even the tobacco
industry believes young people should not smoke. But there are proven
means to ensure that young people do not smoke, such as education
programs and interventions targeted at at-risk populations. Yet the
government continues to concede to a small but vocal group of
anti-tobacco lobbyists who are more anti-industry than pro-health.

With products already hidden from view in stores and 75 per cent of
the pack covered with health warnings, nobody starts smoking because
of the pack. Plain packaging will only make it easier for counterfeit
tobacco manufacturers to copy legitimate products.

No other industry would accept this requirement, as the lobbying from
marijuana producers makes clear. However, all industries should be
fearful of this abuse of government power. In the U.K., which passed
tobacco plain packaging legislation in 2015, there is a growing chorus
of health groups and academics calling for alcohol to suffer the same
fate. While it may be tobacco and marijuana today, it will be another
industry shortly thereafter.

Companies making a legal product have a right to their brands and
those need to be protected to ensure consumers have the confidence in
the source and quality of the product.

Eric Gagnon is Imperial Tobacco Canada's head of external affairs.
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MAP posted-by: Matt