The OCS will be hosting a fake cannabis store in Toronto on the sixth anniversary of legalization to highlight the need for consumers to distinguish between legal and illegal stores. 

Beginning on October 17, 2024, the Ontario Cannabis Store (OCS) will host a four-day “Buzzkill” pop-up—a retail space designed to look like an illegal cannabis store within the heart of the largest city in Canada, at 474 Queen Street West.

The OCS’ goal is 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. 

“With this campaign, the intention is to reach adult consumers who may not realize they shop at illegal dispensaries, or who may believe that all cannabis is created equal, in a way that captures their interest and creates conversation,” says Amanda Winton, Manager, Communications and Strategic Engagement at the OCS. “We want to drive the message that shopping legal means shopping safe.”

Instead of cannabis products, those who visit the “store” will find mock packaging that highlights the risks of illegal cannabis. One example is a satirical beverage called ‘Pesti Cider’ which reads: “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 …”

The Buzzkill pop-up is part of a broader Buy Legal campaign the OCS launched on October 7 and will run through November 30. The buylegal.ca page on the OCS website has complimentary information emphasizing the need for third-party testing for cannabis products, something generally not found in products in the illicit and unregulated market. 

The page also includes information on how to distinguish a legal, licensed cannabis store in Ontario from some of the many new unlicensed stores that have been proliferating in different parts of the province, especially Toronto and Ottawa, often operating within a few steps of legal stores.

The Buzzkill campaign, meanwhile, takes a more tongue-in-cheek approach.

“At Buzzkill, we’re all about bringing you the best selection of cannabis products from sources unknown and untested,” reads a page on the OCS website. “So what if we don’t have the right paperwork? Just roll with it. Whether it’s a mystery strain or an edible with a surprise kick, we’ve got you covered – as long as you don’t ask too many questions.”

As part of the campaign, OCS has also launched a “takeover” of the Reddit page /r/TheOCS, an otherwise unofficial review page for products available through the OCS. The takeover includes numerous ads promoting the campaign to “Shop safe. Shop legal.”

A 2022 study from the National Research Council on behalf of the OCS and Ontario Provincial Police showed that 86% (19 out of 22) of the illegal cannabis edibles tested contained multiple pesticides, in many cases at levels several hundred times above Health Canada’s limits. THC levels in those edibles were also often much lower than advertised. New Brunswick and British Columbia have released similar testing results looking at illicit products.

The OCS also notes that a recent survey found that 62% of all Ontarians aged 19+ ranked “no quality control or assurance of product safety” as one of the top three downsides of illegal cannabis. The survey also noted that two in three Ontarians believe that if a cannabis store is open, it must be legal, which can allow some unlicensed operators to operate in plain sight. 

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