Both the governments of Canada and Ontario stress that one of their primary objectives as we move to a regime of legalized recreational cannabis is to protect youth. They point to their respective legislative approaches that establish minimum legal age for purchase, penalties for selling to youth below that age, diversionary as opposed to criminal approaches for youth found in possession, etc.

However, alongside these legislative measures will be policy and funding choices that will be equally important. These critical choices hearken back to the line in the movie Jerry Maguire, when Tom Cruise asks Cuba Gooding Jr., “What can I do for you?” and Gooding responds, “Show me the money.”

Pine River Institute recently hosted a symposium exploring the policy implications of the legalization of recreational cannabis as it pertains to Ontario youth. An array of speakers from both Canada and the United States, as well as an audience of policy-makers, service providers, and other key stakeholders exchanged thoughts on a variety of subjects.

Two of the key elements to emerge as absolute requirements were: firstly, an effective public education approach, to provide reliable information about the effects of cannabis on the developing brain; and secondly, a commitment to increase treatment resources for youth with substance use problems.

Canada has the largest percentage of adolescents using cannabis anywhere in the developed world, so what we are doing now isn’t working. It is imperative that young people understand that cannabis is not a benign substance, especially to brain development during adolescence, and those risks are increased with early and frequent use. It is critically important for us to get this message across in an effective and consistent manner.

Like all such public health campaigns, it must be well resourced and carried out over years. Recently, the government of Canada announced a new investment of $36.4 million over the next five years for public education and awareness campaigns. This is in addition to the $9.6 million over five years that the federal government had previously announced. This is welcome news.

When the government of Ontario announced its cannabis legalization bill, their approach to public education for youth was lacking in both detail and substance. Their press release reads: “The province will continue moving forward with its plans to support youth, young adults and other vulnerable populations through an integrated prevention and harm reduction approach. Ontario is also planning a public information campaign, co-ordinated with the federal government, to raise awareness of this transition and the new measures that will take effect.”

Ontario has also remained silent on any investment it will make from its proceeds from the sale of cannabis in the woefully underfunded youth substance abuse area. With legalization scheduled for some time around July 1, the window for taking action is closing. The Ontario government needs to be specific about its investment approach to youth treatment and public education aimed at adolescents. Legalization will increase the province’s revenue. Jurisdictions like Colorado and Washington state have seen an increase in taxation revenue from recreational cannabis sales.

In Ontario we would anticipate revenue both from taxation and from the retail operation of the Ontario Cannabis Retail Corporation stores. The morality is clear; it is time to do the right thing.

This is Ontario’s Jerry Maguire moment.

Vaughan Dowie is CEO of Pine River Institute a residential treatment centre and outdoor leadership experience for youths struggling with addiction and other mental health issues.