Press Release

Cannabis Media Council Releases Full Spectrum: Guidelines for Responsible Cannabis Advertising; Industry’s First Standards for Cannabis Advertisements

The annual report also highlights brands already circulating creative campaigns addressing (mis)perceptions about the cannabis plant, products, and consumers 

New York, NY, June 1, 2023 - The Cannabis Media Council, a trade association leveraging the power of advertising to advocate for mainstream awareness of cannabis, has released Full Spectrum: Guidelines for Responsible Use, its first report outlining the association’s recommendations for cannabis advertising. The guidelines, to be updated annually, are designed to set an industry standard, inform paid advertising and marketing activity by publishers, agencies, and advertisers working with the cannabis sector, and serve as a touchstone for responsible advertisement placement and content. The full report can be downloaded here. 

The report includes seven core pillars encompassing what the Cannabis Media Council recommends: 

• Advertising by legal operators be informative and help drive access to regulated products and businesses.

• Advertising strictly comply with all governing regulations.

• Adult-use advertising be intentionally created for, and shared with, consumers of legal age.

• That medical-use advertising be developed with dignity and targeted to audiences who likely qualify for the state’s medical program.

• Advertising representing the diverse cultures and experiences connected to the plant and products. 

• Advertising to illuminate and elevate the industry through established best practices of creativity and communication. 

• Advertising be green.

Compilation of the report led by Rachel Boykins, Cannabis Media Council Founding Board Member and Cannabis Marketing Leader with experience working at a multistate cannabis operator and on various brands in the cannabis industry. Prior to cannabis she worked with top tier brands in alcohol, QSR, and CPG.

"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," said Boykins. 

In addition to setting the cannabis industry’s first standards for advertisements, the report also celebrates cannabis brands, publishers, and media service providers that exemplify the Cannabis Media Council’s guiding principles such as 1906, 46Mile, Betty’s Eddies, Cann, Embarc, Etain Health, Honeysuckle, House of Puff, Hyperwold, KIKOKO, PAX, Ceria Brewing Company, Pheno Ad Agency, Twitter, Surfside, and other industry leaders. 

The guidelines follow the January 2023 launch of its inaugural campaign: “I’m High Right Now.” The provocative and visually exciting concept playfully challenges cannabis stereotypes and aims to educate the public on how real people - notably our elders and baby boomer population - consume cannabis. The campaign created by the council's creative agency of record, Sister Merci, adheres to the Cannabis Media Council’s official guidelines and embodies some of the advertising opportunities currently available for cannabis brands. It originally ran on CTPost.com and was promoted throughout Hearst Media platforms and 46 Mile, a Hearst Agency network. 

The Cannabis Media Council is generously supported by donors and visionary media partners. Individuals, media companies, and corporations who want to support the Cannabis Media Council’s mission, expand reach of this current campaign, and fund future campaigns can make tax-exempt donations here or reach out to hi@cannabismediacouncil.com. 

About The Cannabis Media Council

The Cannabis Media Council is the first of its kind trade association on the mission to deprogram the war on plants and people. By leveraging the power of mainstream media to uplift wholehearted, people-centered advertising campaigns, the council strives to show positive experiences with cannabis in order to normalize consumption across generations and foster curious and confident consumers in order to grow the addressable market. The Cannabis Media Council founding leadership team includes industry pioneers from across the U.S. and represents the collective voice of over 200 industry members. To learn more, make a tax-deductible donation, or explore joining, visit cannabismediacouncil.com. Press assets can be downloaded here. 

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Contact Name:  Samantha Qualls

Email: samantha@cannabismediacouncil.com

Website https://cannabismediacouncil.com