Pubdate: Wed, 01 Mar 2017
Source: National Post (Canada)
Copyright: 2017 Canwest Publishing Inc.
Contact: http://drugsense.org/url/wEtbT4yU
Website: http://www.nationalpost.com/
Details: http://www.mapinc.org/media/286
Author: Eric Gagnon
Page: FP9

PACKAGES AREN'T A PROBLEM

While the federal government moves ahead with the legalization of
marijuana, it continues to seek stricter regulation of the tobacco
industry 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 they do nothing to further reduce smoking rates.

Meanwhile, millions of Canadians purchase marijuana. In fact, most
surveys show marijuana use as higher than smoking. According to Health
Canada's own data, the usage rate for marijuana among youth is almost
six times that of tobacco, which is remarkable since marijuana is
presently illegal. Also, as an illegal product, marijuana is already
effectively sold in a plain package.

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 that branding and
marketing are necessary to attract consumers from the black market to
the legal industry and cite the liquor industry 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 to bring consumers through legal
channels while taking away branding 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. This is
creating challenges for public-health officials, law enforcement, tax
authorities, policy-makers and the public. Governments suffer
significant revenue shortfalls in tobacco taxes. Efforts on the part
of government and other organizations to protect the health of
Canadians of all ages are undermined. Small retailers are losing sales.

Plain and standardized packaging will lead to an increase in Canada's
already rampant illicit tobacco trade, and thereby actually undermine
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 the virtues of 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 packaging. 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 now 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 to subject alcohol
products to the same fate. While it may be tobacco and marijuana
facing plain packaging in Canada today, it will be another industry
shortly thereafter.

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

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