Why communications could become cannabis' biggest competitive advantage
As legal cannabis enters a new phase of growth in the US, many brands are still underinvesting in the communications channels they can actually use. That leaves a significant opportunity for PR professionals.
There is a structural contradiction at the centre of the legal cannabis industry. Worth an estimated US$38.5 billion, it is one of the fastest-growing regulated consumer markets in the United States, yet it has one of the weakest communications infrastructures of any major consumer sector.
The reason is well understood. Strict advertising restrictions mean THC products cannot be promoted across many mainstream channels, including Google, Meta platforms, television and radio. What is less well recognised is that many cannabis brands have failed to compensate by investing in the channels that remain available: earned media, owned content, search, AI visibility and compliant influencer marketing.
Rescheduling changes the economics of communications investment
Potential changes to US federal cannabis regulation could reshape how cannabis businesses invest in marketing and communications.
If cannabis is rescheduled under US federal law, marketing and communications investment would become tax-deductible for many businesses. That would significantly reduce the cost of investing in PR, content and influencer campaigns, while freeing up capital that could be redirected towards long-term brand building.
Regulatory reform is also likely to generate sustained media attention around taxation, banking and investment in the sector, creating significant opportunities for organisations with established communications strategies.
For brands, the opportunity is straightforward. Those that have already established media relationships and credible spokespeople will be far better placed to shape the conversation than those starting from scratch.
What celebrity brands tell us about communications
Recent sales data from celebrity-backed cannabis brands suggests the difference between commercial success and failure is rarely celebrity alone. Brands built on long-term advocacy, authentic positioning and consistent communications have significantly outperformed those relying primarily on name recognition.
Khalifa Kush was built over a decade of genuine cannabis advocacy, scaled through distribution partnerships with Trulieve and Cookies, and communicated through a consistent brand posture that has never diverged from Wiz Khalifa’s authentic identity. Snoop Dogg’s licensed brand with Canopy Growth underperformed by Canopy’s own admission. His owned Death Row Cannabis brand lacks the decade of accumulated brand equity that makes Khalifa Kush’s sales numbers possible.
Celebrity partnerships can work in cannabis, but celebrity alone is not enough. Four celebrity brand models exist, with different communications implications and different performance profiles. The lesson is that celebrity names produce launch coverage and name recognition. Communications strategy produces brand equity.
The athlete policy shift opens a new channel
Regulatory changes are also creating fresh opportunities for partnerships. Recent changes to NBA rules, for example, now allow players to promote CBD products under certain conditions. That opens the door to endorsements for some cannabis businesses, but it also raises important compliance questions.
Active players remain prohibited from promoting THC-containing products - the pathway is specifically for CBD-focused cannabis brands and for brands that can separate their CBD and THC lines under distinct brand identities.
For CBD-focused cannabis brands, this is a genuine and largely untapped endorsement opportunity. NBA players have audience demographics that map directly onto wellness-oriented CBD consumers. The compliance framework under the CBA is navigable with proper legal and communications infrastructure. But many cannabis brands have yet to build the communications and governance processes needed to take advantage of it.
At the same time, updated guidance from the US Federal Trade Commission, effective from October 2024, places greater responsibility on brands for influencer content, making robust governance increasingly important. Brands are now directly liable for influencer content - including posts the brand never reviewed. Civil penalties reach $53,088 per violation in 2025. Four of five influencers still fail to properly disclose paid partnerships.
For communications professionals, the challenge is no longer simply generating visibility. It is ensuring campaigns remain compliant while building long-term trust. That means putting the right governance in place, including written agreements, claims approval processes, age-gating, monitoring systems, and legal review where appropriate.
Why reputation will matter most
As the cannabis market matures, communications is likely to become an increasingly important source of competitive difference. Businesses that invest now in media relations, reputation management and credible brand-building will be better placed to capitalise on future regulatory and commercial change.
The sector has spent years navigating restrictions on advertising. The next phase may depend less on what brands can buy and more on what they can earn.
My research The Cannabis Communications Gap 2026 explores these issues in more detail.
Ronn Torossian is the Founder & Chairman of 5WPR, one of the largest independently-owned PR and digital marketing firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year.
Further reading
Compliance reporting: the opportunity you’re missing every year
Why ethics matter more than ever in media intelligence
What role does communication play in controversial planning decisions?