Canadian Cancer Society celebrates the successful end to their #endtheflavour campaign

26 May 2015

Toronto -

The Canadian Cancer Society applauds the Ontario government for passing Bill 45: Making Healthier Choices Act during a third reading vote today at Queen’s Park.

This landmark legislation bans the sale of all flavoured tobacco, including menthol, and regulates the sale, use and promotion of e-cigarettes. It also mandates menu labelling for restaurants with 20 or more locations. The Society has been closely working with all parties for more than five years to ban flavoured tobacco. 

“Bill 45 is the most comprehensive piece of tobacco control legislation since the Smoke-Free Ontario Act, 2006. Its passage will significantly reduce youth smoking rates in Ontario,” says Rowena Pinto, Vice President, Public Affairs, Canadian Cancer Society, Ontario Division. “Preventing a new generation of smokers while also helping existing smokers quit through programs like the Canadian Cancer Society’s Smokers’ Helpline will save lives and help reduce healthcare costs.”

As part of the youth driven Society campaign Big Tobacco Lies, youth volunteers from across Ontario play an important role in raising awareness and support for legislation on tobacco and tobacco products.

“I advocated for a ban on all flavoured tobacco products in Ontario to prevent today's youth from experimenting and becoming addicted to smoking,” says Shadi Mousavi Nia, youth advocate and Big Tobacco Lies campaign leader. “We will continue to work tirelessly to reduce youth smoking rates across Ontario and ensure healthier communities for generations to come.”

Menthol is the most popular flavour amongst Canadian teenagers and studies show that one in four Ontario youth who smoke reported smoking menthol cigarettes.

“The inclusion of menthol in the flavoured tobacco ban is a particularly bold step forward,” adds Pinto. “Our priority now is to work with the government to ensure there are no loopholes in the legislation that will allow the tobacco industry to continue to create, sell or develop new flavoured products.”

About the Canadian Cancer Society
The Canadian Cancer Society is a national community-based organization dedicated to preventing cancer, saving lives and supporting people living with cancer through research funding, services and advocacy. We are Canada’s largest charity fighting all types of cancer and leading authority on cancer statistics and information. To learn more, call 1-888-939-3333 or visit

About the Canadian Cancer Society Smokers’ Helpline
Smokers’ Helpline is a free, confidential service that provides personalized support, advice and information about quitting smoking and tobacco use. Operated by the Canadian Cancer Society and funded by the Government of Ontario, Smokers’ Helpline has three ways to help Ontarians quit: phone support, online program and text messaging at 1-877-513-5333 and

Social Media Information

Twitter: @CdnCancerTO
Instagram: @ccstoronto

Twitter: @BigTobaccoLies

Facebook: Big Tobacco Lies

For further information or to book an interview opportunity, please contact:

Jason Chapman, Senior Manager, Communications
Canadian Cancer Society, Ontario Division

Onsite contact (Queen’s Park):
Reena Kudhail, Communications Specialist
Canadian Cancer Society, Ontario Division
Onsite cell: 647-717-1808  Office: 416-323-7023

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