Our Commitments

There is an increasing need to advertise, market, and communicate with consumers about cannabis. Our overriding principle is to do so in a manner that is disciplined, ethical, and fact-based to uphold the high standards of conduct on which the council was founded. These standards define what we stand for and how we conduct ourselves in our advertising efforts. It details the principles and the codes of conduct that will guide us and holds us accountable in all our work in this area. 

Our MISSION is to leverage the power of advertising to advocate for mainstream awareness with compelling, wholehearted, people-centered campaigns that promote positive experiences with cannabis and normalize consumption across generations. We also strive to counter misinformation and deprogram the war on plants by amplifying factual campaigns and providing access to education and resources that are grounded in science, compassion, civil rights and social justice.

We endeavor to:

• End the media moratorium and expand media channels for the industry as a whole

• Establish media guidelines and a framework for building media accountability

• Run regional and national campaigns per media allowances