Among the beneficiaries of legalized pot may be an unlikely group: 9-1-1 call operators.

With the legalization of recreational cannabis, there are fewer reasons to 鈥渟nitch鈥� on marijuana users and the Toronto Police Service is well aware of that fact.

The service has launched a new ad campaign against trivial non-emergencies called 鈥�,鈥� not to discourage the use of the emergency line, but its use in circumstances now deemed 鈥渘ot critical鈥� by the momentous Cannabis Act, which went into effect Wednesday.

In the new series of ads, different types of cannabis use are compared to other unnecessary reasons for dialing 9-1-1:

鈥淎sking for directions because you鈥檙e lost is not a 9-1-1 call,鈥� , adding that that was in fact a 9-1-1 call. 鈥淩eporting an adult smoking a joint isn鈥檛 either鈥� Do not call police for this.鈥�

鈥淎sking what to do with your frozen meat during a power outage is not a 9-1-1 call,鈥� (also an actual call made to 9-1-1, it says). 鈥淪melling weed coming from your neighbour鈥檚 home isn鈥檛 either.鈥�

鈥淎sking police to call your friend because you鈥檙e out of minutes is not a 9-1-1 call,鈥� reads (indeed, a real 9-1-1 call). 鈥淐alling about your neighbour鈥檚 pot plants isn鈥檛 either.鈥�

The ads go on to state that consumption in Ontario is allowed for anyone 19 years of age and older anywhere cigarette smoking is allowed (except in a motor vehicle) and that up to four cannabis plants are permitted per household (in Ontario).

The new campaign was announced along with a press release by Chief Mark Saunders on reasons for prohibiting Toronto officers from serving on active duty within 28 days of consuming cannabis.

鈥淕oing forward it is important for everyone to take the time to educate themselves on legalization,鈥� he said.