Calgary retailer partners with Rothmans, Benson & Hedges to clear cigarette shelves in push for regulatory reform

A Calgary-based tobacco retailer cleared its shelves of traditional cigarettes for a half-day Thursday, part of a national campaign by Rothmans, Benson & Hedges Inc. (RBH) to push for relaxed regulations on smoke-free alternatives.

Tobacco Town, located on Macleod Trail SE, temporarily restricted its inventory to products such as heated tobacco devices and nicotine pouches. The move is intended to spark a debate over current Canadian laws that limit how manufacturers and retailers can communicate the purported benefits of alternative products to adult smokers.

"This half-day is about starting a real conversation," store manager Jo Calliou said in a statement. "If someone comes looking for cigarettes, we want them to know there are smoke-free alternatives they can ask about."

RBH, an affiliate of Philip Morris International Inc., is calling on the federal government to modernize rules it says currently hinder public health goals. Under current Canadian law, heated tobacco products are subject to plain packaging and strict advertising bans, while nicotine pouches are restricted to pharmacy sales.

The company points to countries like Japan and Sweden as evidence that better access to information leads to lower smoking rates.

"Strict limits on product communication and retail visibility can make it unnecessarily difficult for Canadians who smoke to learn how smoke-free alternatives differ from cigarettes," said Milena Trentadue, managing director of RBH.

According to data cited by the company, roughly 11% of Canadian adults still smoke. In contrast, Sweden reports a daily smoking prevalence of approximately 5%, which RBH attributes to the widespread use of oral nicotine products like snus.

Kory McDonald, head of corporate affairs at RBH, said the company wants to see rules that allow for "clear, factual information" at the point of sale.

"Adult smokers deserve clear, factual information about the options available to them so they can make informed choices," McDonald said.

The Calgary event is the latest in a series of similar "challenges" at retailers across Canada. RBH expects more stores to participate in the coming months as the company continues its lobby for a "smoke-free future."

Headquartered in Toronto, RBH employs nearly 800 people across Canada and operates a manufacturing facility in Quebec City.