The campaign advocating for Florida's Amendment 3, which seeks to legalize marijuana, launched a new ad this week highlighting the risks associated with unregulated cannabis on the black market.

The ad hit heavy on the fact that much of Florida’s marijuana is illegally produced and could therefore be contaminated with harmful substances like fentanyl.

Smart and Safe Florida, the group behind Florida’s ballot measure to legalize marijuana sponsored the ad. On April 1, the Florida Supreme Court approved the recreational marijuana constitutional amendment for which voters will decide in the November 2024 election.

The 30-second spot, titled "Fact," features a Florida mom and voter who advocates for the right of adults to consume safe, tested marijuana. Smart & Safe Florida says the ad will be broadcast widely across various media platforms.

The ad points out that while most Americans can access regulated and safe marijuana, Floridians are left without such assurances.

"Most Florida marijuana is illegal, produced by criminals and can be laced with dangerous drugs like fentanyl. Amendment 3 gives adults access to legal, safe marijuana and the freedom to make their own choices while generating billions for schools and police," says the woman.

Support For Legalization Grows

In mid-May another series of four ads hit the airwaves.

Meanwhile, Smart & Safe Florida has significant financial support from the Florida-based Trulieve Cannabis Corp TCNNF, which spent upwards of $40 million to get the measure on the ballot.

Earlier this year, Trulieve was joined by other cannabis companies such as Verano Holdings Corp VRNOF, Curaleaf Holdings CURLF, AYR Wellness AYRWF, Cresco Labs Inc. CRLBF, Green Thumb Industries Inc GTBIF and INSA, Inc.

This past week, John Morgan — a well-known attorney and Democratic fundraiser who personally supported Florida's 2016 legalization of medical marijuana — joined the campaign.

"I'm back for this amendment," Morgan said at a press conference in Orlando. "I believe in the people of Florida. I believe they're going to legalize it. I believe it's going to be tight."

Morgan said Safe & Smart asked him if he’d be the “voice” of the amendment, to which he replied, “Of course I would.”

Morgan is appearing in multiple audio ads to get out the “yes” vote out for Amendment 3, which needs to be approved by no less than a 60% threshold.

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Photo: El Planteo.