Is It Promotion or Information? A Quick Reference Chart

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.

Promotion or Information in cannabis marketing is a fine line.

If you work in Canadian cannabis retail, you already know how tricky the rules can be. One of the biggest challenges is figuring out if a message counts as promotion or information. 

Why does this matter? 

Because promotions are highly restricted under the Cannabis Act. You can’t use emotional appeals, endorsements or testimonials, or make cannabis look “cool” and “exciting.” On the other hand, factual information such as pricing, THC levels and CBD content, or store hours, is allowed. 

The problem is, the line between the two isn’t always clear cut. That’s why we’ve put together this quick reference chart to help you decide: is what I’m saying promotion or information? 

Promotion vs information quick reference chart

Topic/Example Promotion (Not Allowed)  Information (Allowed)
Product descriptions “Our best-tasting strain yet!” “Hybrid strain, 20% THC, 2% CBD.” 
Lifestyle messaging “Perfect for relaxing after a long day.”  “Available in 3.5g and 7g packages.”
Customer impact “This product will help you sleep better and lessen your anxiety.”  “This product contains 10mg of THC per serving.”
Reviews & endorsements “Our customers say it’s amazing!”  None allowed. Stick to objective product data. 
Discounts of promotions “Stock up and party all weekend long.”  “This week: 15% off select pre-rolls.”
Design style Bright colours, cartoons, youthful language.  Clean, professional, neutral visuals. 
Store details “We’re the coolest shop in town.” “Open Mon–Sat, 9 a.m.–9 p.m.”

How to use the chart

When writing emails or in-store materials, run your content through this quick test: 

  • Does it describe the product with facts only? → Safe.
  • Does it suggest how cannabis will make you feel? → That’s a promotion. Not safe.
  • Does it compare your store to others with superlatives like “best” or “cheapest”? → Promotion.
  • Does it stick to price, availability, and features? → Information.

If you’re ever unsure, lean toward the side of caution. Health Canada doesn’t accept “we didn’t know” as an excuse. 

Why staying on the right side matters

It can be tempting to get creative with language to stand out. But in cannabis, staying compliant is more important than being flashy. Customers appreciate honesty and professionalism, and regulators expect it. 

Think of it this way: promotion tries to persuade, information just presents the facts. If your messaging feels like it’s “selling” the lifestyle, it’s probably a promotion. If it’s just giving customers the details they need, it’s information. Stick with information and you’ll always be on the safe side of compliance.

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A headshot of Amanda Parker, General Manager, Constant Contact Canada

Amanda Parker is the former General Manager at Constant Contact Canada. With a background as Chief Growth Officer at FundThrough and experience as a serial entrepreneur, she has built and sold companies while collaborating with major brands like Intuit, Microsoft, and Pepsi.

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