Illegal cannabis doesn’t play by the rules, and that makes a critical difference when it comes to product quality and safety. A recent study showed that 86% of the illegal cannabis samples tested contained multiple pesticides, many of which were found to be several hundred times above Health Canada limits.
Although it can be challenging for the legal cannabis industry to share that important safety message with consumers, the Ontario Cannabis Store (OCS) and the Alcohol and Gaming Commission of Ontario (AGCO) are looking to help with a new marketing campaign. This year, they are spreading the word about the risks of illegal, unregulated cannabis—and the importance of shopping legal—with its bold new “Buzzkill” pop-up activation and province-wide digital campaign.
Launched on October 17, the sixth anniversary of cannabis legalization in Ontario, the four-day “Buzzkill” pop-up was designed to resemble an illegal dispensary that educates consumers about the dangers of buying illegal cannabis through an immersive experience. Instead of products, visitors will find satirical packaging that highlights the risks of illegal cannabis.
Highlighting the Benefits of Regulated Products
The interactive event highlights the dangers of illegal cannabis and underscores the benefits of choosing tested, regulated options from Ontario’s legal market. This bold educational exhibit aims to drive home the message that shopping legal means shopping safe.
The four-day exhibit is part of a province-wide digital campaign focused on raising awareness among frequent cannabis consumers to the real health risks of illegal cannabis.
“This activation might make people a little uncomfortable with its directness and transparency,” says David Lobo, President & CEO, OCS. “But we need Ontarians to understand that they can’t trust the safety of illegal cannabis.”
“Ontario’s licensed cannabis retailers are held to the highest standards of safe and responsible product sale,” says Dr. Karin Schnarr, CEO and Registrar, AGCO. “When Ontarians see the Ontario Authorized Cannabis Retail seal, they can be confident they’re buying from a safe, responsible and legal retailer.”
Upon entering the immersive activation, visitors will quickly find that not everything is quite as it seems: Subtle hints reveal that this is not an AGCO-authorized cannabis retailer. Visitors can “shop” Buzzkill-branded educational products packaged with information on the health risks of illegal cannabis.
For example, the satirical beverage ‘Pesti Cider’ warns: “What gives this cannabis-infused cider its signature oomph? We like to think it’s love. But realistically, it’s probably our unregulated use of toxic pesticides. Don’t worry though, we’re like pretty sure it doesn’t have any long-term effects…”
Testing and Traceability
Unlike regulated cannabis, illegal cannabis is not tested for contaminants such as heavy metals, toxic levels of E. coli, Salmonella, mould, or illegal pesticides. Illegal edibles carry further risk due to inconsistent THC dosing, leaving consumers uncertain about potency.
Also, illegal cannabis products aren’t traceable through a Certificate of Analysis (COA) or Statement of Attestation (SOA). This traceability allows for product recalls and ensures the ongoing safety of the legal market. The only way for cannabis consumers to be certain about their products is to look for the Cannabis Retail Seal window sticker or symbol when shopping in stores or online. Be sure your store has this important sign to differentiate your legal store from illicit stores.
Photos courtesy of OCS