Challenges that impact digital marketing in the Cannabis industry come from two angles:
- The platforms themselves who typically do not allow paid advertising of recreational
cannabis - Regulations around the promotion of recreational cannabis as guided by Health
Canada’s Cannabis Act and Regulations as well as the Alcohol and Gaming Commission
of Ontario.
10 THINGS THAT CANNOT BE INCLUDED IN CANNABIS MARKETING:
All cannabis marketing efforts must keep the following in mind:
- Targeting minors: It is strictly prohibited to market cannabis products or accessories to individuals who are under the legal age for cannabis consumption.
- Misleading information: Marketing materials must not contain false or misleading information about cannabis, its characteristics, accessories, services, availability, or pricing.
- Health claims: Claims suggesting that cannabis products have therapeutic or health benefits are not allowed unless approved by the relevant regulatory authorities.
- Unsubstantiated claims: Making claims about cannabis products that are not supported by scientific evidence or approved research is prohibited.
- Appeal to non-users: Marketing should not intentionally target individuals who are not current cannabis users or encourage non-users to start consuming cannabis.
- Promotion of excessive consumption: Encouraging excessive or irresponsible cannabis consumption is not permitted.
- Depictions of driving under the influence: Marketing materials should not depict or promote cannabis use while operating vehicles or engaging in activities that require alertness or coordination.
- Promotion of illegal activities: Marketing should not encourage or promote illegal activities related to cannabis, including illegal cultivation, distribution, or consumption.
- Health and safety warnings: Neglecting to include mandatory health and safety warnings, such as the potential risks and side effects of cannabis use, in marketing materials is not permitted.
- Communicating information about the price or distribution of cannabis products.
CANNABIS MARKETING THAT IS ALLOWED
While the Cannabis industry remains heavily regulated when it comes to advertising, there are a few silver linings for those trying to promote their brand and product. Here are three tactics that are allowed:
- Communication that is addressed and sent to an individual who is 18 years of age or
older and is identified by name; [Email Marketing] - Advertising in a place where young persons are not permitted by law; [Cannabis Website – SEO]
- Telecommunication, where the person responsible for the content of the promotion has
taken reasonable steps to ensure that the promotion cannot be accessed by a young
person; [SMS Marketing]
In the coming posts we’ll dig into most effective marketing techniques and suggestions on how
to use each one.
- About the Author
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Darlene is a search marketer, analyst, speaker, trainer, and owner of DriveTraffic Digital Marketing. She has been working in the digital marketing industry since the mid 90s and has narrowed her specialty to SEO, Google Ads and Google Analytics. She is especially interested in Google’s new Search Generative Experience and how businesses will need to adapt to remain visible. Want to see how DriveTraffic can help? Let’s chat!
