A marketing campaign by Nova Scotia’s cannabis regulator is catching flack from a clinical psychologist for what he says is the promotion of cannabis use. 

The marketing campaign by Nova Scotia Liquor Corporation’s cannabis branch (NSLC) that seeks to draw a distinction between legal and illegal cannabis products based on product testing refers to legal cannabis as the “safe” choice. 

Clinical psychologist Simon Sherry, a psychology professor at Dalhousie University, tells media in Nova Scotia that the campaign is in the wrong for what he says is promoting cannabis use and the idea that cannabis is a safe product. 

“Representing cannabis as a safe and a no-risk product, … that simply is inaccurate,” Sherry told CTV News Atlantic.

“It flies in the face of an extensive research literature that links cannabis up to depression, anxiety, psychosis, impaired concentration, impaired memory, respiratory problems, and a host of other difficulties.” 

A representative for NSLC tells CTV news that the goal of the campaign was to highlight the risks of using unregulated cannabis products rather than encouraging people to use cannabis. 

“As the responsible retailer for beverage alcohol and cannabis in the province, NSLC has a duty to share messages to help consumers understand the risk in making cannabis purchases from the illicit market,” said an NSLC spokesperson. 

“The goal of the awareness campaign is to help consumers understand the importance of safe, regulated cannabis, by focusing on product quality and public safety.” 

Several other provinces have recently launched similar campaigns aimed at informing cannabis consumers of the difference between legal and illegal cannabis products, including the lack of testing and quality assurance standards in the unregulated industry. 

In October, the Ontario government launched their Buzz Kill campaign, which included a pop-up store made to look like an illegal pot shop. The OCS’ goal was to help educate consumers on the difference between legal, tested cannabis products and those that can be found in an array of illegal and unlicensed stores operating in the province. 

In Alberta, the Alberta Gaming, Liquor and Cannabis (AGLC) recently launched its Forget Bad Bud campaign, as well, drawing attention to the differences between the legal and illegal cannabis market in Canada.  

The campaign focuses on issues like quality control, strain selection, and education. It also seeks to educate consumers on how to identify an illegal cannabis store, especially the prolific number of illegal cannabis websites that ship cannabis products across the country.

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