{"id":296807,"date":"2019-04-20T04:00:00","date_gmt":"2019-04-20T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/cannabis-legalization-in-canada-brand-safety\/"},"modified":"2024-10-25T12:46:51","modified_gmt":"2024-10-25T12:46:51","slug":"cannabis-legalization-in-canada-brand-safety","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/cannabis-legalization-in-canada-brand-safety\/","title":{"rendered":"Following Canada\u2019s example to see how brands advertise following marijuana legalization"},"content":{"rendered":"

It\u2019s about the time of year where some people are focused on weed a little more than usual, but April 20 isn\u2019t the only time of year that brands are thinking about their stance on the substance.<\/span><\/span><\/span><\/span><\/p>\n

\n

With marijuana legalization on the rise, businesses around the world are reconsidering how they can cash in.\u00a0According to Brightfield Group research,\u00a0a market research firm focused on the legal cannabis industry, the global cannabis market amounted to $7.7 billion in 2017. They forecast that the market will reach $31.4 billion by 2021, with the United States and Canada making up 86% of global sales.<\/p>\n

In October 2018, Canada enacted the Cannabis Act and became only the second country in the world (after Uruguay) to formally legalize the cultivation, consumption and possession of marijuana. The decision\u2019s major cultural implications aren\u2019t the only thing worth watching; marketers and advertisers are taking the opportunity to\u00a0\u201cchase the green rush\u201d<\/a>\u00a0by targeting potential cannabis consumers. But the opportunities in the weed market aren\u2019t without risks.<\/p>\n

Marketers looking to protect their brand\u2019s image might look to block their ads from running alongside content mentioning or featuring illegal drugs. But with the legalization of marijuana in Canada, would advertisers have an increased tolerance for all illicit substances?<\/p>\n

To find out, we looked into the potential implications of legalization and whether brand risk would evolve in the new legalization era.<\/p>\n

\n
<\/div>\n<\/div>\n

Data from brand safety models in Canada in the month before legalization and the month after were used to identify changes in two key areas: advertisers\u2019 requests to avoid illegal drug content as well as the number of impressions being flagged as appearing next to illegal drug content.<\/p>\n

\"\"<\/p>\n

Even with the rising cultural acceptance of weed, advertisers remain cautious. In the month following Canada\u2019s landmark decision, marketers had not softened their stance on illegal drug content and the risk posed to brand image or reputation. Based on brand safety metrics collected before and after legalization in Canada, it\u2019s clear that the number of ads that went unplaced due to drug-related content actually increased slightly in the region.<\/p>\n

Moving forward, it will be interesting to see if and how advertisers outside Canada will adjust their brand safety thresholds based on the legal status of cannabis. Will Canada create a domino effect? In the United States, marijuana is fully legal for recreational and medicinal purposes in some states but not others. The availability of CBD has grown considerably in the U.S. since the Farm Bill in late 2018.<\/p>\n

All of these factors create opportunities as consumer sentiment shifts, but advertisers have to weigh the benefits of reaching a wider audience against the potential for brand impact.<\/p>\n

This post originally ran in Adweek<\/a> on April 19, 2019.<\/em><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Following Canada’s Cannabis Act, will advertisers have an increased tolerance for all illicit substances when it comes to brand safety?<\/p>\n","protected":false},"author":1,"featured_media":296808,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[223,218],"tags":[],"class_list":["post-296807","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-apac","category-insights-apac"],"acf":[],"yoast_head":"\nCannabis Legalization in Canada - Will Brands Change their Advertising?<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/apac\/insider\/cannabis-legalization-in-canada-brand-safety\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Following Canada\u2019s example to see how brands advertise following marijuana legalization\" \/>\n<meta property=\"og:description\" content=\"Following Canada's Cannabis Act, will advertisers have an increased tolerance for all illicit substances when it comes to brand safety?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/apac\/insider\/cannabis-legalization-in-canada-brand-safety\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2019-04-20T04:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-25T12:46:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/illegaldrugs_760_760-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"760\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/integralads.com\/apac\/insider\/cannabis-legalization-in-canada-brand-safety\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/apac\/insider\/cannabis-legalization-in-canada-brand-safety\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Following Canada\u2019s example to see how brands advertise following marijuana legalization\",\"datePublished\":\"2019-04-20T04:00:00+00:00\",\"dateModified\":\"2024-10-25T12:46:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/apac\/insider\/cannabis-legalization-in-canada-brand-safety\/\"},\"wordCount\":466,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/apac\/insider\/cannabis-legalization-in-canada-brand-safety\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/illegaldrugs_760_760-1.jpg\",\"articleSection\":[\"Brand Safety & Suitability\",\"Insights\"],\"inLanguage\":\"en-APAC\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/integralads.com\/apac\/insider\/cannabis-legalization-in-canada-brand-safety\/\",\"url\":\"https:\/\/integralads.com\/apac\/insider\/cannabis-legalization-in-canada-brand-safety\/\",\"name\":\"Cannabis Legalization in Canada - 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