Despite strict rules limiting the promotion of now legal recreational pot now in effect, cannabis promotions continue to pop up amid loopholes and a lack of clarity on how the legislation’s grey areas should be applied.
Nearly one month on since legalization, there is disagreement in the sector on murky portions of the Cannabis Act governing marketing, with some licensed producers taking a more aggressive approach and others holding back.
“The fact that you aren’t seeing that an overwhelming wave yet of those kinds of tactics, to me, demonstrates that there is still uncertainty,” said Rebecca Brown, founder of Crowns Agency, a Toronto-based marketing consultancy focused on the marijuana industry.
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