Alert icon urgent
Urgent
Important information for Albertans

AGLC is taking the COVID-19 coronavirus matter seriously. Please visit AGLC.ca/COVID19 for the latest updates.

4.1 General Information - Advertising

Cannabis Representative Handbook

Policies

  1. For all of Section 4, "advertising" means the use of media to communicate a message to an audience through words, audio and/or visuals. It is communicated through various mass media, including but not limited to:
    1. traditional media such as television, radio, newspapers, magazines, outdoor advertising, flyers, billboards, transit shelters, inflatables, commercial and corporate vehicles or direct mail; and
    2. new media, including but not limited to digital and social media advertising, organic social media posts on newsfeeds and/or profiles, email, search results, blogs, websites or short message service (SMS);
  2. Cannabis suppliers, representatives and licensees must ensure that all advertising complies with:
    1. the GLCA;
    2. the GLCR;
    3. the Cannabis Act;
    4. the Cannabis Regulations; and 
    5. all other federal, provincial and municipal legislation.
  3. 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 must not be audible or visible from outside a place where persons under the age of 18 years are prohibited from entering;
    3. 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).
  4. 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).
  5. The following is prohibited in the advertising of cannabis and cannabis accessories:
    1. prices;
    2. advertising that may appeal to minors;
    3. use of testimonials or endorsements;
    4. associating cannabis, a cannabis accessory or service with an alcoholic beverage or tobacco product;
    5. create the impression health and cosmetic benefits may be derived from the service or the use of cannabis or cannabis accessory;
    6. energy value and amount of nutrients beyond the nutrition facts table that is required to be included on the label of any container in which edible cannabis or accessory is packaged in;
    7. create the impression that cannabis edibles or accessories are intended to meet the particular dietary requirements of an individual; 
    8. depiction of a person, character or animal, whether real or fictional;
    9. claims of positive or negative impact as a result of usage (i.e. glamorous, vitality, recreation, etc.);
    10. showing the consumption of cannabis;
    11. encouraging non-cannabis users to consume cannabis; and
    12. promoting irresponsible cannabis consumption or service.
  6. Subject to Subsection 4.1.4a) licensees are permitted to advertise the price of cannabis products accessories inside a licensed Retail Cannabis Store.
  7. 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.
  8. Cannabis suppliers and cannabis representatives are not allowed to pay any advertising costs for a retail cannabis licensee, either directly or indirectly
  9. Cannabis supplier and cannabis representative advertising must not be directed to a particular licensee/chain of licensees.
  10. 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.
  11. 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.
Back to Cannabis Representative Handbook