Cannabis Media Council Releases Full Spectrum: Guidelines For Responsible Cannabis Advertising

The Cannabis Media Council 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 was led by Rachel Boykins, Cannabis Media Council founding board member. "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," stated Boykins.

Photo: Benzinga edit with photos by Matthias Zomer on Pexels, squarefrog on Pixabay