Prevention Is the Work That Cannot Wait
By Cynthia Carr, Executive Director, Manitoba Nicotine & Tobacco Reduction Alliance (MANTRA)
As I look back on the past year, it is clear that the tobacco, vaping, and nicotine landscape continues to shift quickly.
Throughout 2025, MANTRA remained grounded in collaboration. We worked alongside health organizations, educators, community leaders, and researchers who share a commitment to protecting Manitobans from the harms of nicotine addiction.
This reflection is informed by our observations and conversations across the province that continue to shape our work.
Some encouraging progress, alongside urgent concerns
Fewer young people are trying cigarettes than in the past, reflecting the importance of long-standing prevention efforts. At the same time, vaping and other nicotine products remain widely used among youth.
In Manitoba, rates of recent and daily vaping continue to exceed the national average for youth, and misconceptions about the risks of nicotine persist.
New products are entering the market at a pace that makes it difficult for families, educators, and even health professionals to keep up.
Nicotine pouches, for example, have become more visible and more widely available, often framed as discreet or modern alternatives without sufficient understanding of their risks, particularly to youth.
Product formats continue to evolve, including so-called “smart” vape devices that aim to fit in with everyday technology.
Online promotion, including social media advertising and influencer content, further complicates the landscape, making it harder for young people to distinguish marketing from reliable information.
Another online-related concern is access.
Illegal, high-nicotine products are increasingly available through online vendors and some retail settings, despite existing regulations.
These trends matter because early nicotine exposure can shape patterns of dependence and health outcomes well into adulthood.
Lessons from a pivotal year
Nicotine use intersects with mental health, social pressure, and the broader challenges young people face today.
Conversations with mental health and addiction professionals reinforced an important reality. High doses of nicotine can affect brain development, concentration, and anxiety, particularly among youth.
One of the clearest lessons from this year is the value of coordinated evidence-based education. Schools, healthcare providers, and community organizations want clear, credible information they can trust and share. Disinformation spreads easily, while trustworthy guidance often feels fragmented.
We also heard repeatedly about gaps in Manitoba-specific resources. Many people struggle to find reliable, local information as products and messaging change rapidly. National survey data that present Manitoba “averages” are a good starting point, but they do not support a nuanced understanding of differing needs across regions and communities within our diverse province.
This year marked a significant moment with the conclusion of one of the largest lawsuits in Canadian history. After decades of legal action, provinces and territories reached a historic settlement with tobacco companies, holding them accountable for the harm their products have caused.
We support funding that helps treat Manitobans living with tobacco-related illness. However, the focus announced in 2025 — solely a new building for cancer treatment — is too narrow and far too downstream. Cancer is only one of many illnesses related to tobacco use, and investing primarily in treatment does little to prevent cancer or other tobacco- and nicotine-related illnesses from occurring in the first place.
Notably, there was no announcement that even a small portion of Manitoba’s anticipated settlement funds would be directed toward strategic and sustainable initiatives focused on local research and knowledge sharing, empowerment and prevention, or enhanced and innovative cessation support.
This gap is particularly striking given the recently released 2025 Health Status of Manitobans report, A Healthier Manitoba for All, which promises a pathway to improved health and reduced inequities across the province. The report highlights a statistic routinely shared by our Coalition:
“Commercial tobacco use remains the leading cause of preventable disease in Manitoba.”
And further notes:
“If 25 percent of Manitobans who smoke were to quit, $45 million in annual health-care costs could be saved.”
Without associated investment to support prevention and cessation, are Manitobans to create the “pathway” themselves?
Without meaningful investment in preventing nicotine use from starting, the cycle of harm will continue. The lack of consultation and engagement with subject matter experts in decisions about settlement fund investments represents a missed opportunity for Manitoba.
Moving forward
The work of tobacco and nicotine reduction can be slow and complex, but it is also deeply meaningful. Every conversation, every partnership, and every effort to prevent harm contributes to a broader shift toward well-being and resilience.
We will continue to focus on long-term impact by strengthening partnerships across health, education, and community sectors; supporting youth-focused education and resources; and sharing Manitoba-based insights through research, blogs, media commentary, and practical, evidence-informed tools.
As we enter 2026, I am hopeful. Not because the challenges are small, but because the collective commitment to addressing them continues to grow across Manitoba.