420 with CNW — Lessons That Successful Marijuana Retailers Have Learned

Mike Khemmoro expected the launch of Mango Cannabis’ New Buffalo store in Michigan to follow a familiar playbook. As chief operating officer of the small multistate company, which operates retail locations across four states, he anticipated the usual challenges that come with opening a new dispensary. What he did not expect was a sudden change in state tax policy just days before opening.

Michigan’s decision to introduce a 24% wholesale tax starting January 1 forced Khemmoro and his team to rethink their strategy. The market was already crowded with large, established competitors, and prices had been under pressure for years. Opening with limited inventory was not an option, but neither was losing ground on margins.

To stay competitive, Mango significantly increased its opening order. Khemmoro said the company purchased roughly three times the inventory it would normally carry at launch. Without that adjustment, he said, the store would have started off at a serious disadvantage.

Operators often face rising costs and delays well before their first sale. Many say these issues become clear only after they are deep into the process.

Fadi Boumitri, chief executive of Ohio-based Ascension Biomedical, learned this lesson while planning the launch of Roam Dispensary. Boumitri believed he had secured an ideal location, only to discover that local zoning rules made the site unusable. Ohio law requires marijuana retailers to maintain a 500-foot distance from certain locations, including schools, parks, churches, and libraries.

In Boumitri’s case, a nearby office building housed a church that used part of the space once a week for services. That was enough to disqualify the site. After months of work with brokers and negotiations, Boumitri had to abandon the plan and start over elsewhere.

Even after navigating state regulations, operators must pay close attention to local rules. Counties and cities often impose their own restrictions, from caps on the number of licenses to detailed security standards. These requirements can significantly increase construction costs.

In New York, cannabis regulators require surveillance cameras at all entrances, exits, and points of sale, with footage capable of clearly identifying individuals. Meeting these standards can be expensive. High-quality camera systems alone can cost tens of thousands of dollars, according to industry consultants. Overall startup expenses for a cannabis store can range from several hundred thousand dollars to well over a million, depending on location and scope.

Costs can rise further when approval processes stretch out. Many operators underestimate how many layers of review are involved. Community board meetings, municipal approvals, and state sign-offs often happen sequentially, not simultaneously. During that time, rent and other fixed expenses continue to accumulate.

Inventory planning presents another challenge. Coordinating product deliveries, intake procedures, and point-of-sale systems must align with construction timelines and inspections. Experts advise new retailers to avoid overcommitting at launch. A smaller, varied product selection can reduce risk and allow stores to better respond to local demand.

Staffing decisions can also make or break an opening. Employees must be trained on compliance rules, customer service, and technology systems. Hiring too late can leave a team unprepared, while hiring too early can strain payroll before sales begin. Khemmoro said he would prioritize building his team earlier if starting over, even if it meant higher upfront costs.

He also recommends building extra time and budget into every phase and considering a soft opening. A limited launch allows operators to address issues in a lower-pressure setting before welcoming a full flow of customers. For many retailers, that flexibility can make the difference between a rocky start and a sustainable business.

For companies like TerrAscend Corp. (TSX: TSND) (OTCQX: TSNDF) that have been in operation for years, these lessons have been learned and honed into a working system that keeps the entities on a growth trajectory.

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CNW420 spotlights the latest developments in the rapidly evolving cannabis industry through the release of an article each business day at 4:20 p.m. Eastern – a tribute to the time synonymous with cannabis culture. The concise, informative content serves as a gateway for investors interested in the legalized cannabis sector and provides updates on how regulatory developments may impact financial markets. If marijuana and the burgeoning industry surrounding it are on your radar, CNW420 is for you! Check back daily to stay up-to-date on the latest milestones in the fast -changing world of cannabis.

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420 with CNW — Some Changes Resulting from Marijuana Rescheduling Could Take Time

President Trump’s executive order directing federal agencies to loosen restrictions on marijuana is being welcomed by cannabis businesses and researchers, but experts caution that the practical effects will unfold slowly and unevenly. While the move signals a shift in federal posture, it does not immediately dismantle decades of drug policy.

The order instructs Attorney General Pam Bondi to move marijuana toward Schedule III under federal law, a lower-risk category than its current classification. However, executive action alone does not rewrite the Controlled Substances Act, which has governed drug scheduling since 1970.

According to Gillian Schauer, executive director of the Cannabis Regulators Association, rescheduling typically requires a formal rulemaking process or congressional involvement, neither of which happens overnight.

How quickly the change takes effect depends largely on the path the Justice Department chooses. Bondi could revive a proposal initiated under the previous administration or use a less common provision of federal law that allows faster action. Schauer notes that the accelerated option limits procedural steps but may expose the administration to legal challenges, particularly from groups opposed to loosening marijuana laws.

Public participation could also affect the timeline. A traditional notice-and-comment period would slow the process, while bypassing it could speed implementation. When federal agencies previously floated rescheduling, tens of thousands of public comments poured in, underscoring the political sensitivity surrounding the issue.

For cannabis companies, the most immediate impact could come through taxes. Businesses that sell marijuana currently face higher tax burdens because they are barred from claiming standard deductions. Sam Brill, chief executive of multistate operator Ascend Wellness Holdings, says moving marijuana out of its most restrictive category would eliminate those penalties, easing cash flow and reducing the need to set aside large reserves for potential tax disputes.

Other restrictions are less certain. Even with rescheduling, marijuana would remain illegal to transport across state lines, and access to banking services would likely stay limited. Many financial institutions still avoid the industry, forcing dispensaries to operate largely in cash. Patrick Sims, who owns a dispensary in New York, says the inability to accept credit cards remains one of the biggest barriers for both businesses and customers.

Medical research stands to benefit, though gains may be modest at first. Scientists would no longer need the most restrictive licenses to study marijuana, and laboratory rules would become less burdensome. Neuroscientist Staci Gruber, who studies cannabis at a Harvard-affiliated hospital, has said regulatory requirements have long discouraged researchers from entering the field.

Even so, sourcing marijuana for studies remains tightly controlled by federal agencies, a limitation unaffected by rescheduling. Schauer notes that unless those policies change as well, research will continue to face bottlenecks. Taken together, the executive order marks progress, rather than a clean break from the past. The direction is clear but the pace will depend on legal choices, agency follow-through, and whether broader policy reforms follow.

The entire marijuana industry, including leading companies like TerrAscend Corp. (TSX: TSND) (OTCQX: TSNDF), will be hoping that meaningful changes come sooner rather than later so that the regulatory environment is characterized by fewer onerous bottlenecks to businesses.

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Study Suggests Legalizing Marijuana Lowers Suicide Rates Among Seniors

States that allowed recreational marijuana stores to open experienced a drop in suicide rates among older residents, according to a recent analysis that reviewed more than twenty years of data from across the U.S. The findings suggest a clear association between the start of legal cannabis sales and a measurable decline in suicides among adults later in life.

The study analyzed monthly suicide figures from all 50 states. The goal was to examine whether expanded access to cannabis, specifically through regulated retail outlets, had any observable connection to mental health.

The researchers found that suicide rates fell among people aged 45 and over in states with recreational marijuana stores. The decline was most noticeable among men, a group that has long had higher rates of suicide than women. Men in this age range are also likely to report using cannabis to cope with chronic pain, which is a known contributor to depression and suicide risk.

The analysis did not show similar changes among younger people. It also found no reduction in suicide rates in states that legalized adult-use marijuana but had yet to open retail locations. According to the authors, this distinction points to access rather than cannabis legalization on paper as the key factor.

The study found no evidence that expanded marijuana availability led to an increase in suicides. This runs counter to concerns raised by critics of legalization, who have warned that broader cannabis use could worsen mental health, particularly among younger adults.

The paper also addressed the broader factors that contribute to suicide risk, pointing to pain management as an area that has received limited attention in previous research. They argue that understanding how cannabis may alleviate underlying physical discomfort adds a new dimension to debates over marijuana policy.

To rule out other explanations, the researchers accounted for a range of additional policies and economic factors. Their analysis included alcohol and tobacco taxes, as well as several opioid-related measures such as prescription limits, pill mill regulations, and drug monitoring programs. None of these factors explained the decline they observed.

The findings come amid ongoing concern over the rate of suicide in the United States, which remains close to record levels, particularly among senior and middle-aged adults. While the reduction associated with cannabis dispensaries was relatively small, the researchers emphasize that even incremental improvements can translate into lives saved when applied across large populations.

The authors cautioned that more research is needed to understand why the association exists and how cannabis use may influence mental health in different groups. Entities like TerrAscend Corp. (TSX: TSND) (OTCQX: TSNDF) operating licensed marijuana outlets will be glad that their products could be having such unintended positive effects on their users and potentially saving lives.

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420 with CNW — Study Shows Marijuana Regulations Are Effective on Matters of Public Health

A new federally funded review of state regulations suggests that agencies overseeing legal cannabis are placing far greater emphasis on public health than the bodies responsible for alcohol oversight. The findings are based on an analysis of annual reports issued by regulatory agencies in all 24 states that permit recreational cannabis.

Researchers examined how each agency framed its mission, how often it reported working with health departments, and what types of public safety initiatives it highlighted. Roughly 68% of agencies that manage cannabis markets referenced public health priorities in their guiding statements, while only 35% of alcohol regulators did the same.

The findings challenge the familiar campaign message that cannabis should be regulated like alcohol. According to the study, in many cases, cannabis is subject to stronger oversight when it comes to health protections.

The study also found that the path a state took to legalize cannabis appears to influence how regulators approach their work. States where lawmakers approved legalization tended to produce agencies that reported more health-focused indicators, both for alcohol and cannabis, when compared with states that relied on ballot initiatives.

According to the study, legislative legalization has become more common in recent years, and these newer programs often document a broader set of public health concerns linked to cannabis use.

Across all states reviewed, marijuana agencies consistently cited public health goals more often than their alcohol counterparts. Alcohol regulators were more likely to highlight law enforcement activities, such as compliance checks or investigations, while cannabis agencies more frequently reported efforts tied to education, harm reduction, or collaboration with medical experts.

The authors stressed that the findings raise significant questions about the actual impact of regulatory decisions in the real world. They noted that additional work is needed to determine whether the public health strategies described in agency reports lead to measurable improvements for people who use cannabis or for communities affected by the industry’s growth.

The findings come as Congress is weighing how the federal government should prepare for a future in which marijuana is fully legal nationwide. A bipartisan group in the House has already introduced legislation that would require the attorney general to assemble a commission tasked with outlining a regulatory structure for marijuana modeled on the long-established approach used for alcohol.

At the same time, alcohol industry groups have pushed Congress to crack down on THC-infused hemp products and to create a regulatory framework for the sector.

As the regulatory landscape for marijuana evolves at the federal level, entities like TerrAscend Corp. (TSX: TSND) (OTCQX: TSNDF) will be closely watching and hoping that the regulatory headwinds they face ease over time.

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420 with CNW — Campaign Seeking Marijuana Recriminalization in Massachusetts Accused of Deceptive Tactics

A campaign pushing to reverse Massachusetts’ recreational marijuana industry is distancing itself from accusations that petition circulators are misleading voters into signing its initiative.

Organizers behind the “Act to Restore Sensible Marijuana Policy” say they are not connected to individuals reportedly using deceptive language to obtain signatures. However, even if those reports are true, experts say such tactics are largely protected under free speech laws.

If the measure makes it onto the 2026 ballot and wins majority support, it would end the state’s recreational marijuana industry while keeping medical marijuana legal. To qualify, organizers must gather at least 75,000 valid voter signatures by December 3, though they plan to exceed 100,000 to ensure eligibility.

Some residents, however, claim signature collectors are using false explanations to secure support. According to several accounts, canvassers have told voters the petition aims to remove fentanyl from communities rather than roll back recreational cannabis.

One of those residents, Josh Wallis, said he encountered such a solicitor outside a Medford supermarket on October 27. Wallis said he later reported the incident to both local police and the state Elections Division, which informed him that petitioning is considered protected speech subject only to reasonable restrictions.

MJBizDaily, which first reported the incident, shared the account with Wendy Wakeman, spokesperson for the anti-legalization committee. Wakeman confirmed the campaign uses paid signature gatherers but denied any link to those allegedly deceiving voters. She described such individuals as volunteers acting independently.

Election observers note that misleading petition drives are not unusual and often surface in initiative campaigns nationwide. Similar complaints emerged in Nebraska last year during ballot battles over abortion rights.

Massachusetts’ Supreme Judicial Court struck down a law in 2015 that sought to criminalize false political speech.

Public opinion may pose an even greater obstacle to the recriminalization campaign. Marijuana remains broadly popular across the state, with a 2024 MassInc poll showing 65% of registered voters support legalization, up from 56% in 2016.

Meanwhile, questions remain about the campaign’s funding. Paid signature collection can be costly, with Ballotpedia estimating the average price per valid signature in the 2022 midterms at $13. Collecting enough for the Massachusetts measure could therefore cost millions.

Wakeman declined to disclose financial backers or partner organizations. Campaign finance records that might reveal funding details are not due until January 2026.

Opponents of the initiative argue that the campaign should take stronger action to stop misleading petitioners. Licensed marijuana companies like TerrAscend Corp. (TSX: TSND) (OTCQX: TSNDF) operating in other states with legal marijuana markets will be watching the events in Massachusetts to see whether legalization is reversed there and a worrisome precedent is set for other Red states.

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420 with CNW — New Rule in Florida Puts Access to Medical Cannabis at Risk

Over 160 Floridians with state-issued medical cannabis cards have lost or could soon lose access to their prescriptions following a new regulation from the state health department. The rule, enacted this summer, targets patients charged with or convicted of drug-related offenses.

Bobbie Smith, who leads the state’s Office of Medical Marijuana Use (OMMU), told lawmakers on October 15 that 20 people already meet the conditions for revocation under Senate Bill 2514. Another 140 remain under court review and could face similar action once convictions are finalized.

The new rule stems from a Senate Appropriations Committee measure initially tied to a student loan program for dental students. The law suspends medical cannabis cards for caregivers and patients accused or convicted of possessing illegal drugs. Once convicted or entering a no-contest plea, their cards are revoked.

Those affected can reapply only after completing their sentences and submitting a notarized affidavit confirming compliance with all court requirements.

Governor Ron DeSantis signed the bill into law on July 3. Within weeks, the health department expedited rulemaking, pushing the measure through the state’s usual administrative hurdles in record time—a pace far faster than the usual months-long regulatory process that includes public input and reviews.

The move marks a significant tightening of Florida’s medical cannabis program as advocates prepare a 2026 ballot initiative seeking to legalize recreational use. Meanwhile, a grand jury in Leon County is investigating allegations that figures tied to the DeSantis administration helped finance opposition to a similar 2024 proposal that voters ultimately rejected.

Orlando lawyer John Morgan, who bankrolled the 2016 campaign that legalized medical cannabis and is often called “Pot Daddy,” criticized the governor’s stance. “DeSantis believes opposing medical marijuana is politically smart. I think he’s wrong,” Morgan said. He has hinted at a possible independent run for governor after the 2025 primaries.

Patient advocates argue the rule unfairly punishes people by cutting off access to necessary treatment.

According to the DOH’s 2025 OMMU report, the number of Floridians with state-issued medical cannabis cards has surged to 925,000, more than doubling since 2020. Among patients, 42 percent are diagnosed with PTSD, 29 percent qualify under listed medical conditions, and 13 percent use cannabis to manage chronic pain. Nearly six in ten cardholders are older than 35, with those aged 35 to 44 and over 65 representing the largest groups.

While marijuana remains illegal at the federal level, Florida’s Amendment 2 continues to protect patients who meet the state’s medical criteria—a program now facing its most restrictive phase yet.

The wider marijuana industry, including leading entities like TerrAscend Corp. (TSX: TSND) (OTCQX: TSNDF), will be unhappy that people who badly need medical cannabis may end up being denied the treatments they need due to the new law.

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420 with CNW — What Older Adults Need to Know About Medical Marijuana

Marijuana use, both for medical and recreational reasons, has been increasing across the United States, including among people over 65. Most seniors turn to marijuana hoping to ease chronic pain, sleep problems, or anxiety. However, medical experts point out that there isn’t yet solid scientific agreement that marijuana is an effective treatment for these problems.

Experts at Stanford Medicine point out that using cannabis regularly at an older age can bring certain health risks. These risks may include heart disease, certain types of cancer, addiction, and worsening of memory or thinking problems that come with aging. For those thinking about trying cannabis, here are five important points to consider.

Today’s marijuana is far stronger than before

Today’s products are much stronger than those from decades ago. In the 1970s, marijuana typically contained 1% to 4% THC. Now, the average product contains about 20%, with some reaching up to 35%. Concentrates and edibles can contain as much as 90%, while synthetic versions have much stronger and more dangerous effects.

Due to the higher potency of today’s marijuana, accidental overuse among older adults is on the rise. A Canadian study comparing hospital visits before and after national legalization found that cannabis-related poisonings in adults over 65 nearly tripled after legalization. Much of this increase was linked to edibles, where effects can take longer to appear, leading people to unintentionally consume too much.

Marijuana can affect the heart and the brain

Although marijuana’s full health effects are still being studied, new research has shown a connection between frequent marijuana use and a higher likelihood of heart attacks (29%) and strokes (20%) among older adults.

While these risks are lower than those linked to smoking tobacco or drinking heavily, many cannabis users also use alcohol or tobacco, which can amplify the danger.

Smoking cannabis can also increase inflammation and may be associated with higher rates of neck, lung, and head cancers.

Older adults also process drugs more slowly. Because of this, marijuana can stay in their systems longer, extending its effects and increasing the chance of interactions with medications.

Marijuana can be addictive

A common misunderstanding is that marijuana cannot cause addiction. However, studies show that about 30% of frequent users develop cannabis use disorder. Symptoms include cravings, withdrawal, and difficulty cutting back.

For those who feel dependent, talking to a healthcare provider can help. Treatments such as cognitive behavioral therapy have been proven to assist people in regaining control.

Medical benefits are still being studied

Even though scientists are still studying the long-term effects of marijuana, some evidence suggests it may help with certain medical conditions. A study conducted in San Francisco in 2017 found that older adults between 51 and 72 used cannabis mainly to manage chronic conditions such as cancer or persistent pain.

While the FDA has not acknowledged marijuana’s medical benefits, it has approved a few specific compounds derived from cannabis. For example, CBD has been approved to treat some rare forms of epilepsy in children. Dronabinol, a synthetic version of THC, is approved to help cancer and HIV/AIDS patients with appetite loss and nausea.

Claims about cannabis treating anxiety, insomnia, or depression still lack solid evidence.

Discuss cannabis use with a healthcare professional

While experts may disagree about how beneficial cannabis is, most agree that seniors should have an open conversation with their healthcare providers before trying or continuing cannabis use. It’s far safer to discuss cannabis with a doctor than to rely on advice from a dispensary employee or experiment without guidance.

A doctor can help older adults evaluate whether marijuana is appropriate for their condition or if there are safer alternatives. They can also monitor for drug interactions or side effects that might not be obvious at first.

It is also helpful to read any literature provided by companies like TerrAscend Corp. (TSX: TSND) (OTCQX: TSNDF) so that one is adequately informed before choosing specific marijuana products to help with any symptoms you may be struggling with.

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420 with CNW — Marijuana Business Licensing Loses Steam in Q2 in the US

The U.S. marijuana industry continued to shrink in the second quarter of 2025, according to new figures from CRB Monitor, a firm that tracks licensing in the regulated market. The total number of active permits fell 2% during the quarter, leaving 37,889 licensed operators nationwide.

The decline is part of a longer trend that began in 2022 after the early boom in marijuana businesses cooled off. Over the last two years, active licenses across the country have dropped by roughly 13%. Analysts point to consolidation in mature states and slower development in emerging markets as the main drivers.

Pending and approved licenses, which usually indicate new operators, fell 14% in the quarter to 4,391. That’s down 18% compared with 2024 and 23% compared with 2023. Pre-license submissions also slipped 4% to 5,260, marking a 16% decline over six months.

New York continues to dominate when it comes to applications, accounting for nearly 90% of all filings nationwide. By June’s end, almost 4,700 applicants were still waiting on decisions, showing how the state has become the main source of licensing activity despite the national slowdown.

Looking at license categories, retail and cultivation remain the largest segments, together making up close to three-quarters of all active permits. Cultivation licenses dipped slightly to 16,343, while retail held steady at 11,527. Oregon, California, Michigan, and Oklahoma together make up nearly half of the totals.

Distribution and manufacturing licenses were hit harder, each falling 5% to 1,399 and 5,338, respectively.

Companies holding multiple permit types have more than doubled in number over the last two years, now exceeding 2,200. Even so, the category declined 4%, much of it due to New Mexico’s reclassification of licensees rather than new entrants.

One of the few bright spots was in social-use clubs, or cannabis lounges. These venues grew 18% nationwide to reach 80 licensed locations. That’s a fourfold increase in a single year, largely due to new programs in Michigan, Colorado, Nevada, and New Jersey.

Approval numbers across all categories moved downward. New cultivation permits dropped to 947, which is 35% below last year’s. Retail approvals fell to 2123, an 8% decline, the lowest in two years. Pending delivery permits fell the hardest, cutting in half to 207. Testing facilities approvals slipped 10%, while manufacturers shrank 16%. Out of 46 regulated markets, 19 added licenses, while nine saw declines.

At the state level, Oklahoma and California recorded the steepest declines, with California losing 358 licenses, bringing its two-year drop to 23%. Oklahoma’s freeze on new permits and tougher enforcement trimmed another 4%, reducing its total to 5,564, less than half of what it was eight quarters ago.

On the other hand, Michigan grew 3% to 4,269 active licenses, and New York added 153 new approvals, a 10% increase and more than double last year’s total. Connecticut and Ohio also posted gains of 14% and 9%, respectively.

North of the border, Canada’s market remained steadier. Active licenses inched up 1% to 5,806, although they are still 15% lower than in 2023. Retail dominates with more than 4,100 stores, up 2%. Processing and cultivation also grew 2%, while wholesale distribution fell 44% to only 39 licenses. Applications rose 24% to 140, though interest remains far below 2023 levels.

Overall, the data shows that the industry is maturing. While the U.S. market works through oversupply, regulatory hurdles, and inconsistent demand, Canada is moving into a steadier period. Growth opportunities appear limited to smaller segments, with social-use venues standing out as one of the few areas of notable expansion.

It would be interesting to interact with individual companies like TerrAscend Corp. (TSX: TSND) (OTCQX: TSNDF) for insights on how they have evolved over time to remain operating as the market has changed and faced many headwinds.

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420 with CNW — Illinois Could Offer Solutions to What Happens if Holders of Social Equity Licenses Die

The U.S. legal marijuana market has been operating for more than a decade, and new challenges are beginning to surface that lawmakers did not anticipate when drafting regulations for the multibillion-dollar industry.

One issue currently grabbing attention in Illinois is what should happen if the holder of a cannabis social equity license passes away. For advocates of equity programs, the bigger question is whether the rules should ensure that ownership remains in the hands of people and communities that were harmed by decades of marijuana prohibition.

The matter recently gained attention after John Rushing, the licensee behind three Cookies-branded dispensaries in Illinois, passed away in December. Rushing was a Vietnam veteran and longtime resident of Palatine, Chicago. His company, Project Equity Illinois, had been awarded three retail permits in 2022. The licenses allowed the opening of Cookies shops in Pontoon Beach, Bloomington, and Peoria. Each store later received a $240,000 forgivable grant from the state.

The uncertainty now is whether those permits can transfer to his heirs or whether they must remain in the hands of someone who independently qualifies under Illinois’ social equity rules. Current law does not clearly spell this out, and regulators have avoided direct comment, pointing only to the existing statutes.

Public records confirm Rushing held the licenses, but state law provides only vague direction on how succession works if the original permit holder dies. Some observers argue that nothing prevents the permits from being sold, even to buyers who do not meet social equity qualifications.

This isn’t the first time death has complicated cannabis licensing in Illinois. When recreational sales began in 2020, some applicants passed away before their licenses were granted, which automatically voided those applications. Rushing’s case, however, is the first widely known instance of a license holder dying after the dispensaries were already operational.

Illinois’ social equity program is meant to repair some of the harm caused by decades of cannabis criminalization, especially for communities heavily targeted by drug laws. However, its requirements are looser compared to some other states. An applicant may qualify if they have lived in an area designated as disproportionately impacted, if they or a close family member have a marijuana-related conviction, or even through employees if a business has enough qualifying workers.

Experts question how long such programs will remain in place. Robert Silverman, a professor at the University of Buffalo, noted that equity permits were always intended as a temporary form of restitution. As fewer people meet the criteria over time, states may eventually decide that the special licenses are no longer needed and revert to standard business permits instead.

Cannabis firms around the country, such as TerrAscend Corp. (TSX: TSND) (OTCQX: TSNDF), will be watching how Illinois resolves the issue of an existing social equity license after its holder passes on. This decision could set a precedent that other states take a leaf from when handling a similar situation.

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420 with CNW — Google Announces Pilot Program Testing Cannabis Business Advertising in Canada

Google has started testing a new advertising program that gives Canadian cannabis businesses limited access to its ad services, provided they meet federal requirements.

The move comes about seven years after Canada legalized recreational cannabis and opened a regulated recreational cannabis market. The “limited pilot program” is scheduled to run only on Google Search starting August 25, 2025, and will continue for 20 weeks. The goal, according to the company, is to measure public interest and guide future policy decisions.

Cannabis ads will appear on Google’s search results pages, allowing companies to pay for higher visibility when users search for related terms. Participation will be restricted to businesses holding a federal license, meaning unregulated operators will not be able to take part.

The move comes three years after the tech company relaxed its rules around CBD and hemp product advertising in certain regions of the United States. That shift followed the federal legalization of hemp in the U.S. and marked the company’s first move toward easing restrictions on cannabis-related marketing.

Historically, Google has taken a cautious approach to cannabis advertising. Back in 2019, it announced that cannabis-related apps would not be allowed on its Google Play store, sparking pushback from both businesses and users. Over time, however, the company has shifted its stance.

Other tech firms have also adjusted their policies in different ways. In 2022, Twitter ended a U.S. government collaboration that showed prompts about drug treatment to users who searched terms like “marijuana.” Notably, that type of prompt was never displayed for alcohol-related searches.

The following year, Twitter went further by becoming the first major social media platform in the U.S. to allow cannabis advertising. Initially, it only permitted promotions for CBD topicals, but by 2023, it had expanded to cannabis businesses more broadly.

By contrast, companies like TikTok and Meta (owner of Instagram and Facebook) still prohibit cannabis advertising. They do allow promotions for CBD products, but not THC-based items.

Canada’s legal market has grown steadily since legalization. Government data released in 2024 showed that more than two-thirds of marijuana consumers were buying from licensed stores instead of illegal sources. In economic terms, the industry has become a major contributor to the national economy. Statistics Canada reported that cannabis added $9.1 billion to Canada’s GDP in 2025’s Q1, up nearly 10 percent from $8.3 billion in 2024’s Q1.

Marijuana companies like TerrAscend Corp. (TSX: TSND) (OTCQX: TSNDF) will be hoping that the pilot program is expanded to allow firms to advertise more freely over the coming months.

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