Cannabis Email Marketing Canada: What Retailers Can and Can’t Say in Promotional Emails

This blog post is intended for informational purposes only and does not constitute legal advice. While we aim to provide helpful guidance, regulations and rules are subject to change and vary by jurisdiction. You are responsible for ensuring your own compliance with all applicable laws and regulations and should consult with a legal professional for specific advice.

Email marketing is one of the most powerful tools a retailer can use. It keeps customers in the loop, builds brand loyalty, and can drive repeat sales. But if you’re a cannabis retailer in Canada, cannabis email marketing comes with unique challenges. Sending promotional emails isn’t as simple as writing a catchy subject line and hitting send. 

Cannabis is legal in Canada, but it’s also one of the most tightly regulated industries in the country. That means cannabis email marketing in Canada comes with strict rules. If you break them, you can face serious fines, license suspensions, or even lose your license altogether.

So, what can you actually say in a cannabis email campaign? And just as importantly, what can’t you say? Keep reading to find out. 

Why cannabis email marketing rules exist

Health Canada, the federal agency that oversees all things cannabis, designed these rules to protect public health. The goal is to prevent minors from being exposed to cannabis marketing and to make sure consumers are not misled about its effects. 

In other words: the rules are there to keep messaging safe, factual, and responsible. 

For retailers, this means that your email content has to be carefully thought out. You can’t treat cannabis marketing the same way you would things such as fashion, food, or electronics. 

What cannabis retailers can say in emails

Despite the restrictions, there’s still plenty you can communicate in your email campaigns. The key is to keep it informative and responsible. Here are some things you’re allowed to share:

Product availability and pricing

You can tell customers what’s in stock, what’s new, and how much it costs. A subject line like “Fresh drop of BC-grown flower now available” is okay. You’re providing factual information, not making claims about quality or effects. 

Store information

Hours, location, and policies are all fair game for your email communications. If you’re adjusting your hours for a holiday or opening a new location, you can (and should) definitely tell your customers about it. 

Educational content

Retailers are allowed to provide factual, balanced education about cannabis. For example, you can explain the difference between THC and CBD, or describe the various methods of consumption (vaping, smoking, edibles). The key is that it must be objective and not presented in a way that glamorizes its use. 

Events and community updates

If you’re hosting an in-store education session, partnering with local artists, or supporting a charity, you can share that information. Community involvement helps build trust and keeps customers engaged without crossing compliance lines. 

Loyalty programs and membership info

If your store has a loyalty program, you can share updates about points, rewards, or member-only sales, as long as you’re not presenting cannabis in a way that’s appealing to youth or encouraging overconsumption. 

What cannabis retailers can’t say in emails

This is where many retailers slip up. Even if you mean well, certain types of messaging are strictly off-limits. 

Cosmetic, health or medical claims

You cannot suggest that cannabis will help with things such as pain, sleep, anxiety, or any other medical condition. Even if customers tell you it works for them, you can’t use that in your emails. Statements like, “Perfect for a good night’s sleep” are not allowed. You also cannot make cosmetic claims such as, “Smoothes wrinkles” or “Reduce the signs of aging.” 

Lifestyle or emotional appeals

Cannabis marketing cannot suggest that using cannabis will make someone cooler, happier, more social, or more successful. That means nothing along the lines of, “Light up your weekend” or “The best way to chill out.” 

Appeals to youth

Your emails must not target or appeal to anyone under 18 (or 19, depending on the province). That means no cartoons, bright and flashy designs, or language that sounds like it’s aimed at teens. 

Testimonials or endorsements

Even if you have glowing customer reviews, you can’t use them in your marketing. Health Canada bans testimonials in cannabis marketing to avoid misleading consumers. 

False, misleading, or exaggerated claims

You can’t say that a product is the “best,” “strongest,” or “safest.” Stick to the facts like the THC percentage, CBD content, strain type, or terpene profile. 

Promotions that encourage excessive use

You’re allowed to advertise sales and discounts, but you can’t do it in a way that suggests people should consume more. “Stock up and smoke all weekend” would be a clear violation. A safer approach would simply be: “20% off select flower this week.”

Best practices for cannabis email marketing in Canada

To stay compliant and still make the most of email marketing, follow these best practices: 

• Keep it factual. Stick to what’s true and measurable, like price, product type, and availability.
• Use neutral design. Keep your graphics clean and professional. Avoid anything that looks flashy or cartoonish, and ensure any imagery follows the regulations set out in the Cannabis Act.
• Educate, don’t hype. Think of your emails as tools for education and customer service rather than hard-sell ads. 
• Review regularly. Cannabis marketing rules can evolve, so make sure your team is up to date on the latest regulations. 

Compliance is good business

Promotional emails can be a great way for Canadian cannabis retailers to connect with their customers, but cannabis email marketing in Canada comes with unique challenges. This isn’t the place for flashy slogans or bold promises. The safest approach is to stick with fact, focus on education, and build trust through transparency. 

By understanding what you can and can’t say, you’ll stand out as a responsible, trustworthy brand in a growing industry.