The federal government's new Tobacco and Vaping Products Act will force tobacco companies to use plain packaging, but it also opens up a world of advertising possibilities for vaping liquids and e-cigarettes. 

The new law, which received royal assent last week, legalizes and regulates what had been a "bold, black market," said David Hammond, the Canadian Institutes of Health Research's chair in applied health and professor at the University of Waterloo.