I'll just add here that of course part of the issue or the challenge is that the genie is out of the bottle a bit, because the bill allows private commercial producers, and quite a few of those issues are tied to that. You cannot really have commercial producers without any branding or advertising or whatever, because they need to have a name and they'll use a certain font, etc., right? Part of the genie is out of the bottle a bit, and now the environments, the products, and the advertisements have to be restricted as rigorously as possible.
A key issue that I think you need to address, or that the bill needs to address, is about things like cultural promotion. I read the papers, and there are already cannabis music festivals, culture festivals, movie festivals, and all sorts of other things that we don't necessarily directly associate with typical advertisement and promotion. It needs to be looked at much more broadly and widely.
For tobacco and alcohol, there are the issues of indirect branding and advertising 2.0—virtual world, websites, computers, etc.—which are very difficult to legislate and restrict in the best of circumstances and need to be thought about here. This is a tricky challenge.
Also, of course, we've proposed to distribute this, at least in Ontario, through the LCBO, a public monopoly that we think is very safe and restricted, but at the same time, look at how alcohol is advertised and promoted in those public monopolies. The glossy “buy as much as you can” brochures are everywhere. There are a lot of tricky details still—