BAT has launched a new limited edition vaping device that is designed with a with a rainbow-like "vibrant spectrum of colours".
The campaign to promote it comes on the heels of Pride Toronto's late June celebrations.
The marketing slogan used in the promotional e-mails, Facebook and Instagram invites consumers to celebrate "Happy Pride."
Earlier this year, we complained about this company's practice of using holidays like St. Patrick's Day and Valentines Day as a platform for illegal lifestyle advertising.
But invoking Pride to sell addiction? Shameful.
The LGBTQ community is a long-standing target (and victim) of tobacco companies. Social media posts promoting e-cigarettes have been observed to be more powerful in this community than among non-LGBTQ counterparts.
Health Canada has recognized the health disparities experienced by this community with respect to tobacco use, and taken steps to ameliorate this inequity. Clamping down on this promotion would be something else they could take Pride in.