Weedmaps and «Brock Ollie» tackle cannabis censorship

Why isn't cannabis advertised? Weedmaps asks the question in a new commercial that explores the different ways in which media platforms stifle conversations about cannabis and withhold information from consumers.

In the United States, medical use of cannabis is now legal in 37 states and recreational use in 18. Yet mainstream advertising for cannabis is virtually impossible to find.

The new Weedmaps advert, which ironically was refused... advertising during the Super Bowl, discusses the advertising restrictions and bans imposed on cannabis companies on social and advertising networks.

The spot features an office worker named Brock Ollie, whose head resembles a broccoli head, who spends his day having less-than-subtle references thrown at him to represent cannabis. At the end of the day, he hangs out with his friends, Pot and Leaf, who know all too well his ongoing struggle.

«Despite three quarters of the country that have legalized cannabis and the bipartisan enthusiasm we continue to see in support for change at the federal level, the industry continues to face roadblocks that inhibit competition in the legal market and stifle educational opportunities,» said Chris Beals, CEO of Weedmaps.

«There's an irony in the fact that the biggest night of advertising will feature a range of consumer brands in regulated industries, from alcoholic beverages to sports betting, while legal cannabis retailers, brands and businesses have been sidelined.»

Constraints above constraints

The legal, regulatory and commercial landscape of the cannabis industry is constantly evolving, and advertising is no exception. The industry has to play with permissions and restrictions at the federal, state and local levels, with businesses always having to keep abreast of what's allowed and what's not.

According to Rebecca Larzik, brand marketing manager for Weedmaps, some of these restrictions include censorship on social media platforms, where paid ads can be placed, and constraints related to the location of outdoor display panels, These include the requirement to obtain the building owner's approval.

«To overcome some of these challenges, brands often use things like the broccoli emoji as a visual representation of cannabis in their marketing materials, as the actual plant is deemed inappropriate to showcase,» she said.

For Weedmaps, promotion creative and experiential advertising and brand initiatives like this will contribute to the legal and cultural acceptance of cannabis, ultimately enabling safe and legal access to the plant.

As Brock Ollie says in the ad, «Cannabis is here. It's time to talk about it.