Not a great move - I admit. Struggling enough as it is with negative press without this!!
Well... in "Twas the Night Before Christmas" Santa smokes pipe tobacco.
"The stump of a pipe he held tight in his teeth. And the smoke, it encircled his head like a wreath."
I think he's just moved on to vaping.

Very poor taste IMO.
What is left about Christmas that isn't in very poor taste at this point in time? If you want to have a real Christmas pretty much tune out 99.6% of anything you see referencing it in our culture starting - some time in September.
Christmas has been turned into a commercially driven total farce. Why should that ad be considered more offensive than shopping - and working - on Thanksgiving day, in order to "support" Christmas?
That's a dangerous rational, my friend. Sure, just because Christmas is a tasteless, commercialized money-grab, let's make a billboard of Santa with a prostitute. Right? Why not? Maybe a Santa "grand theft auto" commercial. What's the harm since all is lost, anyway?

How is santa a good role model in the first place? He's overweight, shows up once a year and buys peoples affection with random gifts and i'm not even gonna go into the slave labor camp he's got going on north pole. If your child thinks thats a good person you only got yourself to blame.
While I think it's obvious that this billboard is intended for adults, not children who generally stop believing in Santa at a reading level advanced enough to even know what the word "vaping" could ever mean, I think the phrase "I don't always vape" is more of a negative connotation than a vaping Santa. It's like saying Santa thinks vaping is naughty and rarely does it. It's like saying his pipe is what he should still smoke.
I don't know about anyone else, but the Santa with a pipe image is virtually used everywhere in the world. Kids don't freak out about that. They could care less about his pipe. They know it's an activity of older men and that's all it is to them. They don't even know what vaping is, and they sure can't read a billboard and understand what the advertisment is all about. They probably think it's for a restaurant or something that says "Merry Christmas" in an adult way.
That's a dangerous rational, my friend. Sure, just because Christmas is a tasteless, commercialized money-grab, let's make a billboard of Santa with a prostitute. Right? Why not? Maybe a Santa "grand theft auto" commercial. What's the harm since all is lost, anyway?
Do people really teach their kids that some idiot in a red suit trucks down from the frigid north in a wheel-less car dragged around by deer, with presents in the trunk to drop down the flues of everyone's furnace? Here in the midwest we shoot and eat the deer! and we put wheels on our cars! And most folks don't have no chimneys. Get Real! Give Santa a cookie and have a party!




The point is ... the vaping industry is dealing with enough image issues ... Vaping Santa and Vaping Easter Bunny do not help the situation.