It's time for Canada to stop imposing restrictions on cannabis brands' ability to stand out.
It is common knowledge that Canadian cannabis brands do not have the same degree of advertising freedom as their American equivalents. This becomes obvious when looking at the difference between American and Canadian packaging.
Although the promotion of cannabis products has been effectively controlled by the head honchos, their creative expression and reach have been restricted. On the other hand, the US has taken a more lax stance, permitting more brand flexibility. Canada's regulatory framework, laid out by the Cannabis Act, has imposed stringent rules to ensure responsible marketing and branding of cannabis products.
- Plain Packaging: Cannabis products must have plain packaging with restrictions on colors, logos, and branding elements.
- Child Resistant: The packaging must be child-resistant and tamper-proof.
- Mandatory Labelling: The package must include a standardized cannabis symbol, health warnings, and specific product information such as THC and CBD content.
- Limited Branding: One branding element (besides the brand name) is allowed, but it cannot be bigger than the cannabis symbol and must be one colour with no special effects.
- Outermost Container: The outer package cannot contain multiple cannabis classes or food items, and it generally can't contain more than one immediate container (unless it's for edibles that meet specific requirements).
As such, businesses are unable to employ marketing strategies to add appeal or excitement to their products. This restriction hinders brand communication and makes it difficult for cannabis businesses to stand out from the throng of competitors.
Brands can employ innovative marketing strategies, develop unique packaging designs, and establish a stronger brand identity, all contributing to a more competitive landscape.
Fortunately, Health Canada is considering loosening the requirements for packaging that will make it easier to read and understand for consumers AND easier for brands to stake their claim by allowing a little more freedom on colours and QR codes.
Health Canada has proposed some changes to the Cannabis Act's packaging regulations to give producers more flexibility and improve consumer information. Here's a breakdown of the key proposals:
- More Package Choice: Producers could use transparent windows and containers for dried cannabis and seeds. Screw-top lids in contrasting colours would also be allowed.
- Enhanced Labelling: QR codes could be added to packaging for easy access to more product information online. Information pamphlets and labels with accordion or peel-back features would also be permitted.
- Larger Font: The font size for THC and CBD content labelling would be increased for better readability.
- Simplified Potency Labelling: Only the total THC and CBD content would be required, with other cannabinoid labelling potentially becoming optional.
- Multi-Unit Packaging: Edibles with 10mg THC or less per serving could be grouped in one package, as long as the individual containers follow the 10mg limit.
