That's basically where cigarettes are in the US. Their use is discouraged, there's an age restriction on sales, they are heavily taxed, people are educated about the dangers of smoking them and there are nuisance restrictions on public use in many cities.

Beyond that, people are free to do as they please with a reasonable expectation that it's an informed decision.

I think a lot of what we're seeing in the US is simple "new market" factor more than anything else. The assumption is that it will settle down at some point once there's a reasonably established marketplace.