Mr. Speaker, I am very pleased to rise and speak today in support of Bill C-45, the cannabis act. I want to explain that the objectives of this act are to put in place a national system that better protects our young Canadians, keeps profits out of the hands of criminals and organized crime, and where responsible adults will have controlled access to a strictly regulated source of cannabis.
Before I go on, I want to explain some of the options that we previously had. They were the status quo, which we know does not work; the Peter MacKay approach, where he wanted to ticket people until former prime minister Stephen Harper ticketed him for even saying so in public; or the advertising economic action plan approach, which does a lot of advertising with very little benefit to society.
We chose a different approach and a key feature of Bill C-45 is to protect youth and public health by restricting the advertising and promotion of cannabis.
Our government knows that there are very real health risks associated with cannabis consumption. Scientific data do not lie. Those risks increase considerably when cannabis consumption begins in early adolescence. For instance, research shows that the brain does not fully develop until the age of about 25. Young people are particularly vulnerable to the effects of cannabis on brain development and brain function. THC affects the biological mechanisms of the brain that allow it to develop.
Canadian youth have one of the highest rates of cannabis use in the world. In 2015, 21% of youth aged 15 to 19 reported using cannabis in the past year. Given the high rates of cannabis use among young Canadians today, protecting youth and minimizing harm are paramount objectives for government, along with keeping profits out of the hands of criminals and organized crime. This is a key reason why our government has committed to legalizing, strictly regulating, and restricting access to cannabis in partnership with the provinces and territories with the goal of keeping it out of the hands of Canadian youth.
I would like to point out that young people often find it easier to buy cannabis than cigarettes. I remember this well, for it was not all that long ago that I was young. We believe that creating a strong regulatory framework based on the lessons we have learned from regulating tobacco and alcohol will lead to better results, particularly regarding our children.
In particular, the way the federal government regulates tobacco advertising provides a sound basis for dealing with cannabis. The Tobacco Act sets out a comprehensive framework for limiting advertising and promotion in a reasonable and promotional manner to ensure that young people are protected from strong inducements to consume tobacco.
The proposed advertising and promotion restrictions proposed in Bill C-45 are similar to these existing restrictions dealing with tobacco where promotional activities are prohibited except in certain circumstances. Let us face it. The advertising and promotion of consumer products is a valuable tool for industry so they can generate demand for their products and increase their revenue. We have a responsibility to establish reasonable checks and balances on these activities to ensure that important public policy objectives such as protecting the health and well-being of our young persons are achieved.
I strongly believe the promotion restrictions proposed in Bill C-45 represent a balanced approach. These measures will help protect youth from being encouraged or tempted to use cannabis while also providing responsible adult users with factual information so that they can make informed decisions about the cannabis they choose to purchase and consume.
The approach our government is taking to limit promotional activities was developed in response to the influence and the impact of advertising on the general population. We know that advertising influences consumers' decisions and behaviours. Public health research confirmed that advertising can have a significant impact on the appeal, social acceptance, and normalization of a particular product and, at the same time, on the frequency of use, especially among youth.
It has also been proven that promotion can foster use by youth exposed to advertising that primarily targets adults.
In addition, there is evidence that some interventions, such as partial restrictions on promotional activities and public information campaigns, may not be effective, especially when they are competing with industry marketing and advertising campaigns. In light of this evidence, our government is proposing a comprehensive set of restrictions in Bill C-45 for the promotion of cannabis, which will protect youth and adults from being persuaded or attracted to using cannabis.
However, businesses will still be able to provide factual information to adult consumers about the products they have available so that adults will be able to make informed choices. As well, businesses will be able to provide information that allows them to distinguish themselves and their products from others in the legal cannabis market.
The prevention and reduction of inducements to cannabis consumption by youth and others is an important public health objective for our government. This objective is clearly articulated in the section dealing with the purpose of Bill C-45 and is confirmed by tough, new penalties for those who break the law, including those who target youth in their promotion of cannabis.
The following are some key measures proposed in Bill C-45 to support our government in meeting the objectives of keeping cannabis out of the hands of youth and protecting them from being encouraged to consume it. Bill C-45 proposes to prohibit the promotion of cannabis in any manner that is appealing to youth. This would include promotions featuring cartoon characters, animals, or celebrities. The use of testimonials or endorsements that are popular these days in social media or sponsorships would also be banned. The bill would also prohibit the branding of merchandise that could be considered appealing to youth, such as skateboards and lunch boxes.
Lifestyle promotions would also be banned. This would include any promotion that creates an association with cannabis that, for example, evokes a way of life that is trendy, active, or exciting. For example, cannabis advertisements would not be able to associate cannabis with success in sports or daring stunts. I do not believe we will be seeing any Crashed Ice events anytime soon.
Bill C-45 would also prohibit any promotion that includes false, misleading, or deceptive information. This measure is important because such promotion could result in a false impression about important matters, such as potency of the product or potential health effects.
The proposed measures are consistent with the advice of the expert task force our government established last year. They told us that an overwhelming majority of stakeholders strongly recommended that the government take a public health approach and impose reasonable restrictions on efforts to promote cannabis. By adopting a public health approach, our government is acknowledging this recommendation.
These measures are necessary to protect youth and others from any inducement or temptation to consume cannabis. They will be even more important given the health risks associated with cannabis consumption which, as we know, are even greater for Canadian youth.
I am pleased to say that the legislative measures proposed in Bill C-45 will be supported by investments and efforts to increase cannabis-specific public health awareness and education that will target young Canadians and other groups. Our government is committed to early and sustained public awareness and education activities. As we know, in budget 2017, our government committed $9.6 million over five years to a public education and awareness campaign and surveillance activities. I believe this is vital to increase awareness and understanding the risks associated with cannabis use and to promote responsible consumption.
As I previously mentioned, Bill C-45 does strike the right balance by allowing industry to promote its products and brands in an appropriate and controlled manner. For example, Bill C-45 would allow information-type promotion directed at adults. This type of information would include factual and accurate information about cannabis products, such as price, THC levels, ingredients, and the use of pesticides. It would also allow the promotion of information for the purpose of distinguishing brands. This would include information about the characteristics of a cannabis brand.
This type of promotion would be permitted in places where it cannot be seen by anyone under the age of 18. This would include places young people cannot access by law or a website where there is an appropriate tool to verify age. For the packaging and labelling of cannabis, the cannabis act would also work to protect youth and Canadians. The restrictions would include measures to ban any packaging appealing to children and the use of false or misleading information on a package.
I am confident that the proposed approach for the advertising and promotion of cannabis provides the best balance of protecting youth and public health while enabling adults to make educated and informed decisions.
