The pre-publish checklist.
- No lifestyle / way-of-life association
- No testimonials, reviews, ratings, or endorsements
- No persons, characters, hands, mascots, or animals
- Nothing that could appeal to young persons (objective test)
- No purchase inducements (discounts, BOGO, contests, loyalty)
- Mandatory health warning + age statement present where required
- Channel is age-gated / directed to adults
- Province-specific standard checked (especially Quebec)
- Senior human + (for high-risk) legal sign-off recorded
The questions we get most.
Yes, but narrowly. The Cannabis Act permits limited informational and brand-preference promotion directed at adults (e.g. in age-gated spaces or to named adults) and prohibits most other promotion. The safe zone is factual, adult-directed, non-lifestyle communication.
No. Testimonials and endorsements — including star ratings and "customers love us" framing — are prohibited in cannabis promotion. State verifiable product facts yourself instead.
No. Depicting a person, character, or animal (real or fictional) is prohibited — including hands, mascots, and silhouettes. Use product-only and environment imagery.
Health Canada uses an objective test, so brand intent doesn't matter. Candy-style names, cartoon type, "fun" youth-coded design, or references to school/games can all qualify — even if the product is for adults.
Inducements to purchase are restricted federally and under provincial standards (e.g. AGCO in Ontario). Default to education and product information over price incentives, and check the specific provincial rule before any offer.
Yes. On top of the federal floor, Ontario (AGCO), BC (LCRB), Alberta (AGLC), and Quebec (CRA) each add standards. Quebec is the strictest — treat it separately.
