Tobacco Harm Reduction Association of Canada is a Not-For-Profit consumer advocacy group. THRA mission is to promote the availability of effective, affordable and reduced harm alternatives to smoking by increasing public awareness and education; to encourage the testing and development of products to achieve acceptable safety standards and reasonable regulation; and to promote the benefits of reduced harm alternatives.

THRA goal is to educate the public, including stake holders (politicians, journalists, editors, other associations), and address concerns regarding personal vaporizers (electronic cigarettes) and their safety, to dispel misconceptions and misinformation regarding these products.