Music festival sponsorships raise red flags

Health Canada said Friday it’s prepared to crack down on licensed medical marijuana producers who are sponsoring music festivals and other events.

The federal department said it’s “concerned” about some companies that have engaged in corporate sponsorships and other promotional activities that go against the Cannabis Act.

It said the government has made it “abundantly clear” what isn’t permitted under the laws, such as marketing to young people.

Health Canada issued a statement noting that cannabis companies have been dabbling in various forms of marketing that raise red flags, although it highlighted music festivals as a particular point of concern.

Tweed, a brand owned by Canopy Growth Corp., is among the companies that have been sponsoring events, including the Field Trip music festival and Pride Toronto this summer.

Company’s spokeswoman Caitlin O’Hara wrote in an emailed statement that Canopy is focused on education and responsible use of its product.“We have reviewed all activities with counsel to ensure compliance and continue to work collaboratively with regulators in support of this shared objective.”

Aurora Cannabis is another producer has taken a prominent sponsorship role at various Canadian events, including the North By Northeast music festival in June. Representatives for the company declined to comment on Friday.

While Health Canada didn’t directly acknowledge firms it deemed offenders, it said the actions have underscored a need for “rigorous enforcement” of the laws.