The New Look of Nicotine Addiction

The number of youth vaping in Newfoundland and Labrador has rapidly increased. Recent data from the 2018-19 Canadian Student Tobacco, Alcohol, and Drug Survey (CSTADS), clearly indicates that vaping among youth in this province is reaching a crisis level. A total of 47% of the province’s students in grades 7-12 have tried vaping, with almost 30% of those students using vapes in the last 30 days. This is much higher than the Canadian rate, and in fact, the rates in this province are among the highest in the country.

With this in mind, ACT has developed and launched a new advertising campaign about the harms and risks associated with vaping: The New Look of Nicotine Addiction.

The goal of the campaign, which is aimed at parents, trusted adults and other youth influencers, is to educate them about the harms and risks of vaping among youth and to encourage conversation with teens about vaping. Further, this campaign will provide information about vaping products, including the fact that they contain harmful chemicals (less harm does not mean harmless); that the devices come in a variety of different sizes, types, colours and flavours that are not always recognizable and that e-cigarettes contain nicotine which can alter teen brain development and youth being targeted by the vaping industry. Commencing on February 12, 2020, the campaign will be visible on social media, and in the coming days in online and billboard advertising. Visit for more information.