Action required to modernize Canada's tobacco and nicotine so illicit markets cannot exploit the gaps

OTTAWA, ON, Sept. 25, 2026 /CNW/ -- Pascal Michel, Former Chief National Science Officer for the Government of Canada with more than 20 years of experience in public health and scientific leadership who now serves as Director of Scientific Engagement for Rothmans, Benson & Hedges (RBH) appeared before the Senate Standing Committee on Social Affairs, Science and Technology.

Michel was joined by Danny Fournier, RBH's Director of Illicit Trade Prevention who brings over 25 years of law enforcement experience, including leadership roles in drug and contraband tobacco enforcement with the Sûreté du Québec. He has been an expert witness in criminal courts for almost two decades specializing in transborder criminality. 

Appearing before the Committee, both stressed the need for stronger action on illicit tobacco and nicotine products, better access to evidence-based information for legal adult smokers, and regulation that reflects scientific differences in product risks.

"The Tobacco and Vaping Products Act was designed to protect underage and non-users from nicotine initiation while creating a framework that provides adult smokers with access to less harmful alternatives. Maintaining this balance remains fundamental to both the Act and its implementation and there are important changes required to ensure this collective goal is met," said Michel.

"Increasingly, illegal nicotine products, a lot of them from China, are coming into Canada with fake flavours and unregulated ingredients and purporting to be our brand. They are not. And Canadians need to know this because organized crime seizes these opportunities and they take advantage of gaps in regulation and enforcement," said Fournier who also highlighted RBH's online monitoring program.

In addition to this committee appearance, Unsmoke Canada, an initiative of Rothmans, Benson & Hedges Inc. (RBH) has launched "Patchwork Doesn't Work," a national awareness campaign calling on the federal government to address the current patchwork approach to nicotine policy that is keeping Canada from leading on the world stage in the collective goal of lowering smoking rates.

Changes are required in three key areas:

• National action against illicit tobacco and nicotine products.  Illicit and counterfeit products can circumvent age restrictions, product standards, health warnings, and taxation measures. As online sales channels and cross-border supply networks continue to evolve, Canada would benefit from regular public reporting on illicit market trends and enforcement outcomes. With credible third-party assessments pointing to some regions of our country facing 30% to 50% illicit market penetration, there is a pressing need to address this growing threat. The widespread availability of illicit and counterfeit products seriously compromises the effectiveness of public health measures designed to reduce smoking and protect youth.
  
  
• Allowing scientific evidence to better inform adult smokers. As new evidence emerges, there should be mechanisms to periodically assess whether Canadians are receiving accurate and evidence-based information regarding the relative risks of authorized nicotine products, particularly adults who continue to smoke. There's no doubt these adults would benefit from a clearer understanding of the available options. Effective communication supports informed decision-making while maintaining strong consumer protection.
  
  
• Updating Canada's regulatory approach so that it is proportionate to risk and reflects evolving scientific evidence.  Underage protection must remain paramount, and no nicotine product is risk-free. However, products with different risk profiles should be assessed and regulated accordingly.  Countries such as Sweden, Japan, and New Zealand have demonstrated that it is possible to maintain ambitious tobacco-control objectives while adopting approaches that accelerate declines in smoking prevalence. A modern framework should distinguish between combustible tobacco and non-combustible alternatives while maintaining rigorous standards across all product categories.

RBH is also urging policymakers to pay greater attention to populations where smoking rates remain disproportionately high, arguing that further progress will require policies that better reach adults who continue to smoke.

"The measure of success should be whether fewer Canadians are smoking and suffering from smoking-related disease," said Michel. "Regular reviews of the Act provide an opportunity to ensure Canada's policies remain responsive to new evidence and emerging challenges."

About Rothmans, Benson & Hedges Inc.

Rothmans, Benson & Hedges Inc. (RBH), an affiliate of Philip Morris International Inc., is one of Canada's leading tobacco and nicotine companies and is working to deliver a smoke-free future. RBH is committed to sustainability and creating a positive impact on communities, the economy, and the environment. Currently, RBH employs nearly 800 people across the country, with its headquarters in Toronto and a factory in Québec City. Discover more about the company at  https://www.rbhinc.ca/ and stay updated on RBH's transformation by following Twitter and LinkedIn.

SOURCE Rothmans, Benson & Hedges Inc.