The official launch of the cannabis industry in Canada has created huge potential. However, it is important to note that the industry is not without its controversies and is a highly regulated industry. In fact, the government has acknowledged that the industry will be treated as a hybrid between the tobacco and alcohol industries. . Although, there have been disagreements over where it should fall, the government’s overarching aims have remained clear: anything that will promote the use to minors or makes the consumption of Cannabis appear exciting will not be tolerated.
As such, businesses must stay within the rules of the game in order to emerge victorious. Violations of the Cannabis Act will be severely punished and to those just starting out the resulting fines could be catastrophic. Many of the regulations, in particular those relating to packaging and labelling, are extremely stringent. Companies will not be given much leeway in how they go about branding their product. So in order to stay on the right side of the law, there are various requirements that need to be met:
- Advertising cannabis products, accessories or services is severely restricted. Particularly, the legislation takes aim at ensuring that cannabis does not look appealing to young people or does not create a positive or negative response in a person.
- Fines for breaching advertising guidelines are stringent, which highlights the necessity in getting it right.
- Advertising is safest done through informational promotion. It also needs to be done in a way that cannot be accessed by minors.
The Cannabis Act also contains strict provisions relating to the packaging of cannabis products and accessories.
There will be those companies that try to bend the outer limits of the law, but the punishment for these offences is hardly worth it, especially when there is so much opportunity in this burgeoning (and anticipated to be) highly lucrative industry. Flash in a pan marketing that contravenes the Cannabis Act could set you back significantly. Abiding by the law costs very little, yet the benefits of this promising market are huge, so ensure that you play by the rules and there will be no limit to what you can achieve.