Guidelines for Responsible Cannabis Advertising released by the Cannabis Media Council

A new 88-page report by the Cannabis Media Council (CMC). The report is titled Full Spectrum and features guidelines, examples, and more that will help establish cannabis advertising as a category for more traditional advertisers as well as destigmatize cannabis coverage in the mainstream. Put another way, the CMC is working hard to “turn no into know.” Too often, I’ve heard brands completely say no to any digital marketing besides playing whack-a-mole (as the mole) with the ‘gram. Nonprofit: Cannabis Media Council

Cannabis Media Council releases Full Spectrum report

Rachel Boykins, one of the Founding Board Members of the CMC, spearheaded the compilation of the report – which will be updated annually. She said in a press release:

“The cannabis industry is rapidly growing as legalization and curiosity peaks, so we must evolve to support this influx of new users. Similar to the alcohol and pharmaceutical industries, it’s important that we establish best practices as advertisers that are responsible and ethical in order for mainstream media to see cannabis as a safe space.”

Cannabis is a safe space, and it deserves a seat at the larger table. It’s starting to happen, and besides best practices, the report also includes examples of advertising campaigns executed by companies including 1906, 46Mile, Betty’s Eddies, Cann, Embarc, Etain Health, Honeysuckle, House of Puff, Hyperwold, KIKOKO, PAX, Ceria Brewing Company, Pheno Ad Agency, Twitter, and Surfside which showcase the CMC’s seven guiding principles. Those seven guiding principles – or core pillars as the CMC calls them – are:

1. Advertising by legal operators be informative and help drive access to regulated products and businesses.
2. Advertising strictly comply with all governing regulations.
3. Adult-use advertising be intentionally created for, and shared with, consumers of legal age.
4. That medical-use advertising be developed with dignity and targeted to audiences who likely qualify for the state’s medical program.
5. Advertising representing the diverse cultures and experiences connected to the plant and products.
6. Advertising to illuminate and elevate the industry through established best practices of creativity and communication.
7. Advertising be green.

These are exciting times to be covering cannabis in the media. Standards have come for the industry – which highlights that the industry is being taken seriously. SOPs aren’t just for cultivators anymore. If learning how to advertise your cannabis brand legally, or supporting more content that destigmitizes cannabis use in general sounds like your cup of tea, consider joining or donating to the CMC. Check out their website: cannabismediacouncil.com Click here for the full Full Spectrum report.