Canada: celebrities banned from promoting cannabis

Although Snoop Dogg has already invested in the Canadian cannabis industry and distributes his brand Leafs via Tweed, Canadians should never see him extoll the virtues of his products.

In a recent interview, Bill Blair, former Toronto Police Chief Bill Blair and the man in charge of implementing future legalization in Canada, reiterated that celebrities will not be allowed to promote any cannabis products.

«The law is explicit and clear, celebrity or lifestyle promotion is not allowed for cannabis.»

«It's not the government's intention to promote the use of this drug... We don't allow all the marketing we've seen with other products, alcohol for example, and there will be strict restrictions on the things celebrities can support or sponsor.»

In addition to having no celebrity endorsement, weed packaging in Canada will all have to be the same. Consumers won't be able to distinguish between different brands, or between the different effects of a variety. One of the criticisms also mentioned is that it will be very easy for the black market to imitate neutral packaging.

For cannabis producers, communication will focus on product quality and brand trust. This won't stop Snoop Dogg from continuing to distribute his products and promote their merits on American soil. Is the law a little too severe and easily circumvented, or is it a genuine concern not to encourage people to consume?

«I think you can be very strict,» says Bill Blair, «and with experience, and time, if you see that you can soften or change your approach, that's something that can be done.»