Canada is about to make marijuana legal recreationally next summer, but as the country prepares, many are citing how they feel now about cannabis marketing.
According to a study, most of Canada’s citizens are preferring for an “out of sight” marketing approach when it comes to legalized weed.
The poll was conducted by GfK and it found that 51% of Canadians are in favor of “dark” marketing once the drug becomes legal. This means they would prefer that marijuana products not feature prominent brands or be in highly visible ad campaigns. A modest 13% were in favor of marijuana brands being free to promote products with minor restrictions.
“Brands and outlets will need to move cautiously, keeping close watch on consumer sentiment and respecting the concerns of wary Canadians,” GfK Canada vice-president Chris Thorne said.
“PR and marketing blunders will be amplified by the charged environment – so the marketplace needs to consider its moves carefully while still nurturing this fledgling industry.”
