How we talk about “Pot” matters: strategies for improved cannabis risk communication
Abstract
Canada’s Bill-C45, also known as the Cannabis Act, legalized the production, distribution, and possession of cannabis on 17 October 2018. This legislation is a shift in the legal landscape and brings with it a host of challenges for municipalities, provinces, law enforcement agencies, emergency services, and perhaps most crucially for public health organizations and professionals. Foremost among the challenges for public health is crafting effective and consistent risk messages. This is confounded by the paucity of clear evidence regarding risks from short- and long-term cannabis use across a wide variety of populations.
This commentary will focus on the conversations public health should be having around cannabis in light of an evolving legal framework and new evidence that will arise as research on cannabis use grows. The first section will discuss cannabis terminology, its history, and how we can choose words that support public health priorities. The next section will outline the limits of current evidence and how we can craft messages when many answers remain unknown. This is followed by a discussion on finding the balance between stigmatization and normalization, and an overview of communication approaches that help ensure that all users understand their legal responsibilities and existing criminal offences.
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