As I indicated in my remarks, the idea is to borrow from that we know from other products already out there. There's quite a bit of research with respect to how packaging impacts the uptake in use, by youth in particular. We do know, and I do believe there is good reason to believe, and I think my colleagues to my right also speak about this within their position, that plain packaging not only allows an opportunity for appropriate information to be conveyed, but also minimizes the attractiveness to youth.
As we've heard from all of us across the table here, there are particular concerns around the initiation of cannabis use among youth, particularly heavy use by youth, and its long-term consequences. That's where the evidence is actually most solid, despite the fact that we know that our comprehensive understanding of the health impacts of cannabis is still something that's very much in development.
The notion is to try to minimize or reduce its attractiveness to youth so as to minimize the negative health and social impacts associated with early initiation and heavy use by youth.