VITA will professionally advocate for the interests of the vaping industry. VITA is committed to working with members to advance issues of importance for the entire industry. An evidence-based approach to advocacy and developing positions on key issues is a top priority for the Association. VITA has hired a leading Canadian government relations and public relations  firm to engage with government and to address public relation/perception challenges. In terms of member services, VITA will take on some of the functions of the now dissolved Electronic Cigarette Trade Association (ECTA). For example, VITA will continue to offer non-legal compliance support and tools to address uncertainties around labelling. In the immediate future, the Board of Directors will be working collaboratively to develop a comprehensive youth prevention initiative.