CBC’s The Fifth Estate completed a full length investigation into the world of Electronic Cigarettes. We knew they were considering an episode related to vapour products and when we saw them at an event in Toronto, interviewing businesses and consumers, we knew they were serious. What we did not know is how deep they would take their investigations.
When we saw the title of the episode, we thought we were about to be destroyed by yet “another” media organization because they didn’t take the time to do the research. We (the small vapour product businesses in Canada) are NOT “Big Tobacco” so obviously the title was unnerving.
Were we surprised when not only it was very informative but fact based. There were a few points of contention, but we are extremely pleased to see an investigative media organization take a serious look into what this industry actually is, who its people are and who they are not. We only hope that more, true journalism will follow