4.1 General Information - Advertising

Cannabis Representative Handbook

Policies

  1. “Advertising” means the use of media to communicate a message to an off-premises audience through words and/or images and includes but is not limited to television, radio, internet, e-mail, signs, newspapers, magazines, flyers, billboards, transit shelters, inflatables, commercial vehicles and corporate vehicles.
  2. Cannabis suppliers, cannabis representatives and retail cannabis store licensees are permitted to advertise cannabis and cannabis accessories to persons 18 years of age or older with the following conditions:
    1. advertisements are only permitted in places where persons under the age of 18 are prohibited from entering;
    2. advertisements outside of places where persons under the age of 18 are prohibited from entering must:
      1. be directly communicated (i.e. mail-outs, e-mail, etc.) to an individual, by name, who is 18 years of age or older; or 
      2. include reasonable steps to ensure that persons under the age of 18 years cannot access the advertisement (i.e. age verification).
  3. Advertising cannot:
    1. be false, misleading or deceptive; or
    2. give an erroneous impression about the characteristics of cannabis products (i.e. strength, purity, safety, health effects).
  4. The following is prohibited in the advertising of cannabis and cannabis accessories as per the Cannabis Act (Canada):
    1. prices;
    2. advertising that may appeal to minors;
    3. use of testimonials or endorsements;
    4. depiction of a person, character or animal, whether real or fictional;
    5. claims of positive or negative impact as a result of usage (i.e. glamorous, vitality, recreation, etc.);
    6. showing the consumption of cannabis;
    7. encouraging non-cannabis users to consume cannabis; and
    8. promoting irresponsible cannabis consumption or service.
  5. Subject to Subsection 4.1.4a) licensees are permitted to advertise the price of cannabis products accessories inside a licensed Retail Cannabis Store.
  6. Co-operative advertising (advertising by licensees that includes the specific mention of cannabis supplier/representative), is permitted under the following conditions:
    1. The licensee must pay all costs pertaining to the advertising; and
    2. All records for advertising must be kept by the licensee for a period of 2 years and provided to AGLC upon request.
  7. Cannabis suppliers and cannabis representatives are not allowed to pay any advertising costs for a retail cannabis licensee, either directly or indirectly
  8. Cannabis supplier and cannabis representative advertising must not be directed to a particular licensee/chain of licensees.
  9. It is prohibited to use a brand of cannabis or cannabis accessories, or the name of an entity that is authorized to produce, sell or distribute cannabis in the sponsorship of a person, entity, event, activity or facility.
  10. Advertising not specifically addressed in this section requires the prior approval of AGLC.

Guidelines

  1. Advertising which promotes the responsible consumption of cannabis (i.e. legal, moderate and safe) is recommended and supported by AGLC.
  2. Cannabis suppliers, cannabis representatives and licensees are responsible to ensure their advertising, including any advertising conducted by a third party, complies with these policies and all legislation.
  3. A licensee and a manufacturer of non-cannabis products and accessories may advertise jointly, as long as the advertising complies with these policies and all legislation.
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