The Cannabis Act may have legalized recreational marijuana usage nationwide, but not all provincial governments are happy with the new rules set down by the law.

Quebec just launched an ad campaign to raise awareness about possible dangers of cannabis usage and to warn young people away from smoking or taking edible products.

The series of rotating ads feature eye-catching bright colours aimed at getting younger viewers to stop scrolling for a few seconds.

With the tagline “It’s not worth the risk,” the ads show young Canadians with hair growing out their eyes and ears, or with improbably elongated necks.

Marijuana ad - cannabis in Quebec 2

The ads arrive after the CAQ made it clear plans were in the works to restrict marijuana usage in Quebec beyond the regulations set down by the Cannabis Act at the federal level.

Following the party’s historic victory in the general election last October., MNA Geneviève Guilbault announced legislation would be introduced to raise the minimum age for cannabis usage from 19 to 21. That bill was tabled in December, and during discussion on the bill premier François Legault commented:

I want to send a clear message to all young people, please don’t use pot. It’s not good. It’s dangerous. I’m against it and I want to be very clear. Please, young people, don’t do it.

Marijuana ad - cannabis in Quebec

The ads link to the official Quebec government website, which states marijuana usage carries risk factors such as impaired driving ability, increased heart rate, or aggravating existing respiratory conditions.

Since the passage of the Cannabis Act, companies across the industry have launched a variety of studies and clinical trials to quantify the effects of the drug and find new medical uses for cannabis.

Last month, Aleafia Health Inc. (TSXV: ALEF; OTC: ALEAF) released a peer-reviewed study indicating cannabis usage may significantly lower benzodiazepine abuse and dependence in medical patients.

Pascal Biosciences Inc. (TSX.V: PAS) also recently launched a study on the potential of using cannabinoids to aid the human immune system in cancer treatments, while Canntab Therapeutics Limited (CSE: PILL) is conducting a study with the University of British Columbia on cannabis potentially reducing opioid usage after surgery.

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