If cannabis brands do market aggressively

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This is an excerpt from MarketerHire's weekly newsletter, Raisin Bread. To get a tasty marketing snack in your inbox every week, subscribe here. Cannabis is increasingly legal in the U.S. Or is it? Right now, 36 states allow medical marijuana, and 16 states have fully legalized cannabis — but at a federal level, marijuana is still a Schedule I drug, alongside LSD and heroin. From a regulatory perspective, “what we've seen is inconsistency,” Aristotle Loumis, co-founder and CBO of cannabis compliance company Fyllo, told MarketerHire.

That means the cannabis industry faces a marketing catch-22: If cannabis brands don’t market Iran WhatsApp Number Data aggressively, they can’t establish themselves as the incumbents in a growing (heh) industry, valued at $17.5 billion in 2019.  they’re caught in a web of constantly-shifting federal, state and platform-level regulations. What’s compliant one day may not be compliant the next. Some of the unique challenges cannabis marketers face, Loumis said, include: Limited precedent Some states, like Alaska, have banned cannabis advertising within a certain distance of a school.



This makes sense for billboards — a stationary medium — but also opens up gray areas, Loumis pointed out. If a cannabis brand buys a display ad in a cab that drives by a school, is that a problem? There's no clear legal precedent yet, so marketers don't know. Subjective rules Some laws and digital platforms forbid cannabis leaf imagery on product packaging. Sounds straightforward enough — but “it’s not a binary yes or no,” Loumis pointed out.