The cannabis industry is booming. With increasing legalization across the United States, Canada, and other countries, marijuana has moved from being an illicit substance to a growing multibillion-dollar market. And, like any expanding industry, marketing has become a critical tool for companies looking to differentiate themselves in a crowded field. Yet, as cannabis companies push their products into the mainstream, marketing strategies often raise questions about ethics, responsibility, and their broader social impact. From irresponsible imagery to misleading claims, the ways in which cannabis is marketed are in dire need of a reevaluation.
While the potential benefits of cannabis legalization are well-documented—ranging from economic growth and job creation to the medical benefits of cannabis for those suffering from chronic illnesses—the industry’s marketing practices are not always in line with the principles of transparency, responsibility, and public health. In fact, there are numerous examples where cannabis marketing has been “done wrong,” potentially undermining the progress made in other areas, including responsible consumption, public safety, and education.
This op-ed will examine some of the most egregious mistakes in cannabis marketing, from targeting vulnerable populations to glamorizing consumption, and propose more thoughtful, ethical, and responsible strategies for promoting cannabis in the modern era.
1. Targeting Vulnerable Populations
One of the most concerning trends in cannabis marketing is the use of strategies that target vulnerable populations, including minors and those with addictive tendencies. While cannabis consumption is legal in certain regions for adults 21 and over, there has been little regulation or oversight when it comes to the kinds of marketing used to appeal to them. Cannabis companies have often relied on flashy, bright-colored packaging, cartoonish characters, and marketing aimed at creating an image of cannabis as a fun, recreational, and risk-free activity.
This kind of messaging is problematic because it can inadvertently attract young people, despite regulations meant to prevent such targeting. In 2017, the Colorado Department of Public Health and Environment issued a report finding that nearly 20 percent of marijuana advertisements targeted children, using “kid-friendly” images like superheroes, video games, and emojis. These ads, combined with the attractiveness of edibles like gummy bears, chocolates, and candies, create a misleading image of cannabis as an innocuous substance without the potential risks and harms that come with it.
Even in markets where cannabis is legally restricted to adults, a lack of robust enforcement mechanisms and regulation means that companies sometimes fly under the radar when it comes to how their products are marketed to youth. And even when legal constraints are in place, it’s difficult to ignore that some of these same tactics (e.g., the use of “fun” branding) continue to perpetuate a sense of carefree consumption that may not be appropriate for all audiences.
Proposed Solution:
It’s essential for cannabis marketing to abide by strict advertising guidelines to ensure that the messaging is directed exclusively at adult consumers. All ads should avoid imagery, language, or icons that may be appealing to minors. Additionally, companies should strive to reflect the potential risks associated with cannabis use, particularly in the context of mental health and addiction. Education should be at the forefront of every marketing campaign to help normalize cannabis as an adult choice, not as a trendy or “cool” option aimed at young people.
2. Glamorizing Cannabis Use
Another issue is the glamorization of cannabis use. In some marketing campaigns, cannabis is presented as a magical cure-all—something that can elevate every aspect of your life, from productivity to creativity to relaxation. While it’s true that cannabis can have therapeutic effects for those with medical conditions, marketing messages that portray cannabis as a shortcut to happiness or fulfillment are misleading at best, and potentially harmful at worst.
An example of this glamorization can be found in ads that feature ultra-wealthy celebrities, influencers, and entrepreneurs who attribute their success or lifestyle to cannabis use. While these figures may be influential in creating a sense of aspiration for the consumer, they also present an idealized version of cannabis use that is detached from the reality of how the drug can affect individuals differently, depending on a range of factors including age, mental health, and pre-existing conditions.
In some cases, the language used in advertising campaigns can be overly euphemistic or suggestive of a “miracle” substance. These marketing tactics risk downplaying potential negative side effects or addictive qualities of cannabis, which in turn can make individuals, especially new users, underestimate the risks involved.
Proposed Solution:
Cannabis marketing should take a more balanced and responsible approach by communicating not just the potential benefits but also the risks and uncertainties associated with use. Educational campaigns focused on how cannabis may help certain medical conditions (without over-promising results) could be an effective and responsible strategy. There needs to be a shift away from glamorizing cannabis consumption in a way that makes it seem like an easy solution to life’s problems. Instead, marketing should reflect the reality that cannabis use is a personal choice with consequences, both positive and negative.
3. Deceptive Packaging and Claims
In an increasingly competitive market, some cannabis brands have resorted to using misleading packaging and marketing tactics in an attempt to stand out from the crowd. Some products make bold claims that their cannabis is “better,” “stronger,” or “safer” than others, often without the necessary evidence or research to back these statements. Additionally, packaging for edibles often misleads consumers regarding the actual potency of the product, making it difficult for people to gauge how much cannabis they are consuming, which can be particularly risky for novice users.
The lack of standardization across cannabis products—especially edibles—compounds this issue. Consumers may not realize that certain edibles may take longer to take effect compared to smoking or vaping, which can lead to unintentional overconsumption. Moreover, companies may use packaging that appeals to consumers’ sense of nostalgia or emotional attachment to childhood sweets, making it harder for users to take cannabis consumption seriously.
Some companies also obscure important information about the contents of their products, such as the specific cannabinoids present or whether pesticides have been used in cultivation. These types of marketing practices betray consumers’ trust and undermine the industry’s integrity.
Proposed Solution:
Cannabis brands need to be held to the highest standards of transparency. The language and imagery used on packaging should be clear, straightforward, and accurate. A regulatory framework should be enforced that ensures products are appropriately labeled in terms of THC and CBD content, as well as other relevant factors like cannabinoid ratios and terpenes. Packaging should also provide clear instructions for safe consumption, particularly when it comes to edibles. A robust set of quality control standards must be established to ensure that all cannabis products meet consistent and safe guidelines.
4. Undermining Public Health and Safety
Cannabis marketing done wrong is not just a question of consumer perception but also public health. Given the complex legal and social landscape surrounding cannabis, there are concerns that some marketing strategies could encourage risky behaviors that undermine public health. For example, some companies market cannabis as a way to escape stress, anxiety, or depression, which can inadvertently contribute to substance abuse problems, especially among vulnerable individuals.
A concerning aspect of this is the normalization of cannabis use, which may inadvertently downplay its potential to impair motor skills, cognitive function, and mental health. With the rise of cannabis-infused products like drinks and edibles, there is a growing risk that consumers may not fully understand how cannabis affects their bodies, which could lead to incidents of overconsumption, accidents, or other health-related emergencies.
Proposed Solution:
Cannabis marketing should include strong public health messaging that emphasizes responsible use. A focus on moderation, dosage, and the importance of understanding how cannabis interacts with the body can go a long way toward reducing harm. Marketing campaigns should aim to prevent stigmatization of individuals who choose not to consume cannabis, and instead highlight the importance of informed, deliberate decision-making when it comes to using cannabis. There should also be greater emphasis on public safety, such as warnings about operating vehicles or heavy machinery while under the influence.
5. Lack of Diversity and Inclusion
The cannabis industry’s marketing has often failed to represent the full diversity of its consumer base. Historically, the war on drugs disproportionately affected minority communities, yet when cannabis became legal in various states, many of these same communities were excluded from the booming market. Cannabis marketing, particularly in high-end dispensaries, has often been tailored to an affluent, predominantly white audience, neglecting the cultural and socio-economic diversity that should be reflected in the industry.
There is a real risk that the marketing and branding of cannabis continues to mirror the disparities in who gets to profit from legalization, sidelining Black and Brown communities and individuals who have been disproportionately impacted by criminalization. Additionally, the lack of diversity in advertising models and campaigns can perpetuate a narrow, exclusionary image of cannabis culture.
Proposed Solution:
Diversity and inclusion should be central pillars of cannabis marketing. Brands should ensure that their marketing campaigns reflect the full spectrum of cannabis users, including marginalized communities. At the same time, efforts should be made to encourage minority entrepreneurship within the cannabis space, particularly through mentorship programs, funding opportunities, and collaborations with advocacy groups. Brands that ignore this facet of the market risk alienating a significant portion of potential consumers.
As the cannabis industry continues to grow, it is imperative that the way cannabis is marketed evolves. Irresponsible, misleading, or unethical marketing strategies can have far-reaching consequences, not only for the companies involved but also for public health and safety. To build a sustainable, positive cannabis culture, marketers must be thoughtful, transparent, and responsible in how they promote their products.
It’s time for cannabis companies to move beyond flashy ads and simplistic promises. With a focus on education, honesty, and inclusivity, cannabis marketing can help create a more responsible and respectful industry—one that prioritizes the well-being of consumers and the communities impacted by legalization.
