Pot producers to develop marketing guidelines

TORONTO — Sixteen of Canada’s licensed marijuana producers have enlisted the help of Advertising Standards Canada to develop guidelines on how the drug should be branded and promoted before its recreational use becomes legal next year.

The marijuana sector has been lobbying Ottawa for the right to brand their products, arguing that not being able to promote in stores or on packaging will prevent them from being able to effectively compete with the black market.

Last year, a federal task force issued a report recommending that cannabis products be in plain packaging with limited information, such as company name, strain and price. It said advertising restrictions should be similar to those placed on the tobacco industry.

Health advocates have argued that such restrictions are necessary to ensure that users are aware of health risks associated with the substance.

They also claim that allowing marijuana companies to market their products could lead to widespread use of the drug.

However, Cameron Bishop, director of government affairs at Privateer Holdings — the owner of Nanaimo-based producer Tilray — said that isn’t the goal.

“We have to be able to differentiate ourselves from individual illegal marketers who are out there right now, that are branded to the hilt in these illegal dispensaries and aren’t going to abide by federal rules,” he said.

“We don’t want to be flashy. We’re not talking about massive billboards or anything like that.”

Bishop said he hopes the new guidelines could serve as a baseline for consultations with the government.