Cannabis industry urges responsible marketing to reshape public perception

The Cannabis Media Council (CMC), the first trade association dedicated to professional cannabis advertising, is calling on brands, retailers, agencies and publishers to help normalize cannabis through fact‑based, people‑centered marketing. CMC highlights its "I'm High Right Now" public‑awareness campaign, which features everyday adults using cannabis responsibly, and promotes the development of responsible marketing guidelines and the Full Spectrum Guidelines report. To gather industry input, CMC is running an annual survey on advertising sentiment and investment trends.

Industry experts also stress that cannabis companies must comply with strict advertising rules while building strong brand identities. Effective strategies include clear logos, consistent messaging, storytelling, search‑engine optimisation, content marketing, email newsletters and careful use of social‑media platforms. Emphasising education, transparency and compliance is seen as essential for expanding the legal market and gaining consumer trust.