Can Big Tobacco really quit smoking after decades of addiction?

In a significant shift, Canada’s largest tobacco companies are preparing to embrace the wellness market amidst a massive settlement. This comes as the industry faces a nearly $25-billion payout to provinces, far short of their initial $500-billion demand for damages linked to tobacco-related health-care costs. The negotiations have been ongoing since 1998, prompting provinces to accept the current settlement rather than continuing protracted discussions that would incur further costs. Alongside their legal battles, these companies are looking to capture a younger consumer base by promoting alternative products like nicotine pouches and wellness drinks. However, their efforts are seen by some as superficial attempts to reshape their image while the core business remains focused on traditional tobacco sales. The industry continues to experience a decline in cigarette use, particularly among young people in developed nations. As awareness of health risks increases, anti-tobacco advocates seek to combat these new initiatives by calling for stricter regulations and proactive measures to discourage smoking among youth. These developments highlight the complexities surrounding the tobacco industry as it attempts to navigate legal, social, and market challenges while reinventing its public persona.