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‘Proudly Canadian’ and ‘no Big Tobacco affiliation’: STLTH e-cigarette advertising and positioning in Canada

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  • Contributors TD was the sole contributor to the writing and analysis of the study.

  • Funding The authors have not declared a specific grant for this research from any funding agency in the public, commercial or not-for-profit sectors.

  • Competing interests TD is an associate editor of Tobacco Control with respect to Product Marketing and Promotion. He has also served as an expert witness in tobacco and e-cigarette litigation, often for governments whose policies regarding the marketing and promotion of tobacco and e-cigarette products were challenged on constitutional grounds.

  • Provenance and peer review Not commissioned; externally peer reviewed.