Celebrities will not be allowed to endorse recreational cannabis products in Canada and a July 1 legalization date was “never on the table,” according to the government’s legalization point-man MP Bill Blair. The former Toronto Police chief appeared on The West Block to clarify some aspects of the nation’s forthcoming legalization scheme.
“The law is explicit and clear, that celebrity endorsement, lifestyle advertising is not allowed with cannabis. It’s not the government’s intention to promote the use of this drug … We are not allowing the heavy marketing that we’ve seen with other products, alcohol for example, and so there will be severe restrictions on things like celebrity endorsement and [company] sponsorship.” – Blair on The West Block via Global News
Canadian entertainers have already entered the space, including members of The Tragically Hip, who have creative and shareholder ties to Up Cannabis, according to the report. In 2016, the Trailer Park Boys announced a brand development deal with Organigram. The TPB Productions deal with Organigram is for five years.
Blair remained confident of a July start date. Late last month, the Canadian Senate advanced the legalization bill to second reading and it’s now being studied by five committees. In the interview, Blair anticipated that “within [a] two-month window of royal assent, the government of Canada will establish and announce a date of implementation.”