I think the most important part of prevention, which we have learned from tobacco, alcohol, and probably some other things—I might include gambling—is public education. That's the lesson you hear over and over again in states like Colorado and Washington. You have to have robust public education, and you need it out of the box early. We heard from parents and from school boards when we did our round table discussions. Virtually everybody in this piece agreed on one thing, and this was that we need good public education. Parents wanted to be able to have factual, fact-based information they could share with their kids. School boards and teachers wanted the same thing.
We've learned from tobacco. There were a number of reasons why tobacco use has dropped dramatically, even from the time I was federal minister of health—or dropped somewhat, I shouldn't say dramatically, I suppose. A lot of that is around public education. Yes, it's price, too, and again, that goes back to the conversation we had, Mr. Webber. Price point is important here but so is public education, understanding the risks, understanding why you shouldn't start to use early, and if you do, don't use heavily but use casually in moderation. These are the things you need to watch for. Don't use and drive. Public education, I think, is the best preventive strategy there is.
Then there are lots of other things you can add to that, whether it's price point or whether it's labelling or restrictions on marketing and access, but at the end of the day, I think the more public education you have.... To Mark's point, we need research to understand what we should be telling people. You need good information that you then convey to the public at different demographics and different age cohorts. You provide that information so they can make an informed choice.