Medsafe queries billboard claims
Medsafe is ‘‘looking into’’ New Zealand’s first cannabis advertising campaign.
The Advertising Standards Authority (ASA) received several complaints this week after a billboard advertising cannabis as medicine was erected on Auckland’s Anzac Ave.
Helius Therapeutics, a licensed medicinal cannabis company, launched the billboards following last week’s legalisation of medicinal cannabis manufacture, to ‘‘rebrand’’ cannabis, it said.
A spokesman for Medsafe, the regulator for medicines and medical devices, said it was not correct to say all cannabis is medicine.
‘‘Sativex is the only cannabinoid product approved by Medsafe in New Zealand ... Medsafe is aware of this campaign and is looking into it.’’
Helius executive director Paul Manning said the campaign was targeted at the stigma of using cannabis for medicinal reasons.
With regard to the complaints, Manning said it was a ‘‘stretch’’ to suggest that a billboard encouraged children to start smoking.
‘‘It will be everyday people who use medicinal cannabis, which will soon become a very mainstream product.’’
Helius has no products to sell yet because the regulations are still being drawn up, so Manning said the company’s current focus was on research and education.
Medsafe said it was important to remember the Government’s medical cannabis scheme was designed to increase the availability of quality medicinal cannabis products, rather than make all cannabis available.