When it comes to selling and marketing vape products, what’s old really is new again. Vapes and e-liquid are being marketed using the same old tried and true methods that big tobacco perfected before laws that restrict tobacco product advertising in Ontario were passed. For example, commercial tobacco products were once allowed to be displayed as large “power walls” in retail stores. Law now requires that these products are completely covered and out of sight. Vape products do not have similar restrictions and as a result tobacco power walls have been replaced with vape power walls.
At one time commercial tobacco products were allowed to be displayed at the checkout right beside the candy and gum. These strategically placed tobacco products at eye level for kids to see, helped to normalize smoking and give the impression that they were another harmless item for people to buy and use. It should not be surprising that vape products have now made their way into this coveted spot on many convenience store checkout counters.