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Licensed producers of marijuana are now arguing that branding and marketing are necessary to attract consumers from the black market to the legal industry and cite the liquor industry as an example to follow. Branding justifies why it makes sense for consumers to go through the legal system instead of going to somebody they know in the neighborhood.

The tobacco industry also needs brands to differentiate its products from illegal traffickers. It makes no sense to allow marijuana producers to display their brands to bring consumers through legal channels while taking away branding from the tobacco industry. The only result is sending consumers to the illegal market.

The unlawful production, distribution and sale of cigarettes in Canada has reached unprecedented levels in recent years, with illicit products making up more than 20 per cent of tobacco products. This is creating challenges for public-health officials, law enforcement, tax authorities, policy-makers and the public. Governments suffer significant revenue shortfalls in tobacco taxes. Efforts on the part of government and other organizations to protect the health of Canadians of all ages are undermined. Small retailers are losing sales.

Plain and standardized packaging will lead to an increase in Canada’s already rampant illicit tobacco trade, and thereby actually undermine public-health objectives. Unsurprisingly, evidence from Australia shows plain packaging has not achieved any of its stated objectives. Canada will be no different.