Nearly all provinces currently prohibit direct financial relationships between licensed cannabis producers and retailers. That stops them from running joint promotional events that highlight particular cannabis brands in a retail store.
Shakir Tayabali is CEO of the Independent Retail Cannabis Collective, which represents more than 750 members across Canada. sets down the overall laws about weed advertising, the provinces have the power to bring in additional rules about what is permitted in retail shops. Industry insiders say the lack of brand awareness results in many consumers basing their purchasing decisions solely on price and the amount of THC, the chemical compound in cannabis that delivers the high.
"We think that it makes it harder for the legal cannabis community and the legal cannabis industry to continue to convert consumers away from the illicit market," Khan said in an interview. They want the ability to do the kinds of activities that you sometimes see in liquor stores, such as brands setting up a promotional table and offering samples to drinking age customers.
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