# Cannabis industry marketing and regulatory developments > Live situation record from CLSTR: https://clstr.news/situations/cannabis-industry-marketing-and-regulatory-developments > Updated: 2026-08-10T17:26:27.000Z. Sources: 4. Developments: 2. The cannabis industry is navigating a landscape of marketing initiatives, financial volatility, and regulatory shifts in the United States and Canada. Initially, the Cannabis Media Council (CMC) advocated for the normalization of the industry through “fact-based, people-centered marketing.” The CMC promoted its “I'm High Right Now” campaign and developed the Full Spectrum Guidelines to encourage responsible advertising and consumer trust. Subsequently, the sector reported divergent financial outcomes. While companies like Canopy Growth and Cresco Labs saw revenue increases, others such as Trulieve and WM Technology experienced declines. In the United States, businesses in Minnesota are managing the transition to legal markets amidst high costs and supply issues. Additionally, upcoming federal regulatory changes regarding hemp-derived THC edibles and beverages are expected to close existing loopholes, creating uncertainty for established market participants. ## Timeline ### 2026-08-10: Cannabis industry faces mixed financial results and regulatory shifts Major cannabis companies report mixed financial results amid regulatory shifts and market pressures. While some firms see growth, others face revenue declines and looming federal changes to hemp-derived THC. 2 sources. https://clstr.news/cluster/cannabis-industry-faces-mixed-financial-results-and-regulatory-shifts ### 2026-08-03: Cannabis industry urges responsible marketing to reshape public perception The Cannabis Media Council urges the industry to adopt responsible, fact‑based marketing, launching surveys and guidelines, while experts stress compliance, brand identity and digital tactics for growth. 2 sources. https://clstr.news/cluster/cannabis-industry-urges-responsible-marketing-to-reshape-public-perception --- Cite as: Cannabis industry marketing and regulatory developments. CLSTR, https://clstr.news/situations/cannabis-industry-marketing-and-regulatory-developments