As the global campaign to ban asbestos gathers momentum, more countries and organizations are restricting the use of chrysotile (white asbestos). Attempting to reverse the fall in global demand, asbestos stakeholders have redoubled marketing efforts in countries such as India where health and safety regulations are not strictly enforced. In the Canadian asbestos heartland, public and media awareness has grown and industry's influence has weakened. In response, chrysotile producers are pressing federal and provincial governments for mandatory increases in consumption, despite new research documenting an asbestos cancer epidemic.