Sure. We are currently limited, as with all prescription drugs in Canada, in terms of our branding. In fact, that branding is much more restrictive than we see for alcohol and tobacco as it stands right now—no advertising. You won't see a magazine ad or otherwise promoting Tilray or any of the licensed producers in Canada.
We do feel that it's important, however, for patients to be able to make informed choices, and for us to be able to reach out with public-health-centred campaigns and provide information, particularly for the recreational users who might be coming into this system not knowing how to safely use products, whether it be the difference between smoking or vaporisation or edibles, and for us to be able to encourage people to stay away from smoking where possible. I think it's very important that we're able to get some of that messaging across.
I just want to share one concept that's very important for us to consider in this. We are talking a lot about reducing the harms of cannabis, which is absolutely appropriate, because that's one of the concerns as we move toward legalization. But as an academic researcher, if you're doing research on humans, you have a joint responsibility—and they're equal responsibilities in developing a new drug or introducing a new product—you have to reduce the harms to the end users, and you have to maximize the benefits.
I think this committee has the chance to do both: not only reduce the harms associated with cannabis as it's introduced and legalized and reduce the impacts of prohibition, of course, but also maximize the benefits of this adult access. I shared some of the benefits in the reduction of alcohol use that we've seen in the U.S. states as well, and also, of course, the reduction of opioid use.