Pubdate: Sat, 22 Jul 2017
Source: Calgary Herald (CN AB)
Copyright: 2017 Postmedia Network
Contact:  http://www.calgaryherald.com/
Details: http://www.mapinc.org/media/66
Author: Alexandra Posadzki
Page: A8

GIVE US SAME MARKETING RULES AS LIQUOR COMPANIES, MARIJUANA FIRMS SUGGEST

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 cannabis
products require plain packaging that would allow only certain kinds
of information to be listed, 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 such restrictions are necessary to ensure
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, similar to what
happened with alcohol and tobacco in the past.

However, Cameron Bishop, director of government affairs at Privateer
Holdings - the owner of Nanaimo, B.C.-based producer Tilray - says
that isn't the industry's intention.

"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 says he hopes the guidelines developed by the Advertising
Standards Canada in conjunction with the industry could serve as a
baseline for the government's consultations.

The 16 marijuana companies involved include some of the country's
biggest, such as Aphria Inc., Aurora Cannabis Inc., Canopy Growth
Corp. and Tilray.

Cam Battley, executive vice-president of Aurora Cannabis, says Canada
already has a comprehensive regime of advertising guidelines and
restrictions for beer, wine and liquor that could be applied to marijuana.

"The federal government has been clear and consistent in emphasizing
that a key policy objective is to replace the illegal market with a
safer, legal, regulated and restricted market," Battley said in an
email.

"To achieve that objective, it's vital that we bring market forces to
bear, and allow legal companies to compete with the black market
through adult-focused branding and promotion consistent with Canadian
alcohol guidelines."

Prime Minister Justin Trudeau has set a goal of legalizing marijuana
by next July, which some premiers say may be too ambitious given the
number of issues that still need to be resolved.

This week, some premiers called on the federal government to provide
more guidance on taxation, road safety, and training on distribution,
among other matters. They said otherwise, they will need more time
before they'll be able to meet the July 1 deadline.

Trudeau has said his government is working with the provinces, adding
that it's important to ensure young people don't have access to the
drug when they shouldn't.
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MAP posted-by: Matt