The illusion The illusion The illusion

"I'm not being targeted."

The illusion

The reality The illusion The illusion


…of secondary 5 students have vaped in the past 30 days.

Why do some people vape?

Why do some people vape?

One-third of young people in secondary 4 and 5 vape. Many do it to fit in, while others simply fall for highly effective marketing strategies. The tobacco industry targets young people with cool and colourful tech. Among young people who vape, only 22% acknowledge moderate or high risks from occasional use.

Marketing strategies

Targeting minors

While prohibited by law, marketing strategies aimed at teenagers have been developed to promote a cool, rebellious lifestyle that’s entirely manufactured.

E-cigarette advertising

Despite a ban on targeted advertising, the vaping industry exposes young people to their products via social media influencers. Vaping companies often pay these people discreetly to generate buzz and clicks.

It’s all part of the plan

Design, packaging, flavours,colours, models… everything is meticulously calibrated to appeal to young people.


Manipulated by marketing

Lack of information

Find all the answers to your questions about vaping here.