Recreational cannabis is here to stay. Since its legalization in 2018, Canadians have spent a whopping $908M in one year on cannabis. This vertical will continue to grow, so businesses require strong content to keep up with the demand of their product. This is where your expertise as a writer comes into play.
Writing about cannabis can seem like a daunting or overwhelming process due to the complexity of the topic and the regulations surrounding it. However, with a simple fact sheet and some tips, you can write excellent content and find yourself in high demand. Refer to this fact sheet when creating content on this topic.
Cannabis Promotion Prohibition List: Fact Sheet
According to this fact sheet, you must not create content that leads to the following:
- False or misleading cannabis promotion and marketing that is likely to create an erroneous impression about its characteristics, value, quantity, composition, strength, concentration, potency, purity, quality, merit, safety, health effects or health risks.
- Communicating price or distribution information
- The price or availability of cannabis is permitted at points of sale by authorized retailers (section 17(4)).
- Appealing to young persons (individuals under 18 years of age)
- Using testimonials or endorsements, however displayed or communicated (section
- Depicting a person, character or animal, whether real or fictional
- Presenting the cannabis, accessory or any brand element in a manner that associates the product or brand with, or evokes a positive or negative emotion about or image of, a way of life, such as glamour, recreation, excitement, vitality, risk or daring
- Sponsorship: The display, reference or use of cannabis brand elements or producer, seller, distributor or service provider names in promotions for the sponsorship of a person, entity, event, activity or facility.
- Naming certain facilities: The display on sports or cultural facilities of cannabis or cannabis accessory brand elements or the name of a person that produces, sells or distributes cannabis, sells or distributes a cannabis accessory or provides a cannabis service.
Now that you have a general overview of the rules and regulations, check out these writing tips:
Heavy-Duty Quality Research and Information:
When writing on a topic such as cannabis, it is imperative that you conduct proper research on the various facets of this vertical. Due to the nature of this topic it is very easy to report false information. Ensure all of the content you create is not only accurate but backed up by credible sources, which should always be hyperlinked.
Keyword Analysis:
SEO rules—we all know this. But when writing about a competitive, trending topic such as cannabis, it is critical to create content that is SEO friendly so there is a higher chance for your content to be purchased. Tools like Google Analytics and SEMrush are simple ways to identify keywords for your focused or general content piece.
Type of Content:
When writing on cannabis, focus on creating the right type of content. Creating informative blog posts, listicles, etc. can be a lucrative strategy. When creating content about this vertical, inform but do not sell or promote products. For example, if you are writing about “Health Benefits of Indica Oil,” focus on writing about Indica oil and not other Indica products.
Writing Style:
Your writing style and tone will determine your success. Do your research, know your focus and audience, and let that information inform the tone you use when creating your content. When creating more informative blog pieces, maintain a professional voice as opposed to relaxed and conversational.
If you’ve found these tips and guidelines helpful, feel free to bookmark our Cannabis Guidelines and Tips Resource. Available in PDF format, these guidelines will help you stay on top of the rules and regulations associated with this vertical.
References:
https://globalnews.ca/news/6283995/canada-legal-cannabis-spending/
https://www.canada.ca/en/health-canada/services/drugs-medication/cannabis/laws-regulations/promotion-prohibitions.html