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Cannabis NB, the provincial cannabis regulator and retailer, has launched an education campaign aimed at informing consumers about the risks of illegal cannabis products.
The campaign, called Good To Know, uses recent findings by the Research Productivity Council (RPC) of New Brunswick which showed chemical contaminants, including pesticides, found in illicit cannabis samples, particularly vaping cartridges, in New Brunswick.
The provincial agency first launched the Good To Know campaign in 2022, which at the time focussed on similar testing by RPC that looked at samples of several cannabis products obtained from markets in New Brunswick, including dried flower and edibles, and tested them for things like THC levels, moulds, heavy metals, and pesticides.
This year’s iteration of the education campaign focusses on sharing information through digital displays and billboards, video ads, and Snapchat, targeting New Brunswickers 19 years and older. The campaign messaging will also be leveraged in Cannabis NB stores and social media.
“Our commitment to safety and education is the foundation of Cannabis NB’s culture. It’s built into the sales experience and training of our teams,” says Lori Stickles, President and CEO of Cannabis NB. “While legal cannabis must be tested for contaminants, illicit cannabis does not comply with Health Canada’s Good Production Practices. It is important that consumers have access to information, understand the risks associated with illegal cannabis, and make educated choices on quality and safety by turning to Cannabis NB and its certified private retail stores.”
In 2024, Cannabis NB also participated in awareness and education activations at two major festivals, the Moonlight Bazaar in Saint John in August and the Harvest Music Festival in Fredericton in September.
Nova Scotia also recently launched a similar public education campaign. The Ontario government launched their Buzz Kill campaign in October, which included a pop-up store made to look like an illegal pot shop.
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.
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