Matt Maurer was quoted by Business of Cannabis on Seth Rogen’s Houseplant marketing initiatives

Matt Maurer, Co-chair of our Cannabis Law Group and Chair of our Franchise Law Group, was quoted by Business of Cannabis on Seth Rogen’s Houseplant marketing initiatives for the US market which could be viewed as non-compliant under Canada’s Cannabis Act.


Consultant Dr. Shane Morris almost ruined our weekend with a tweet questioning whether or not Seth Rogen’s Houseplant marketing initiatives for the US market could be viewed as non-compliant under Canada’s Cannabis Act.

Houseplant - BofC 

Arguably, yes. (And no.)

Houseplant is a different beast in the US versus its Canadian iteration, so Health Canada arguably doesn’t have jurisdiction to regulate products and their promotion in the US, says Matt Maurer, partner and co-chair of Torkin Manes LLP’s Cannabis Law Group.

“I say ‘arguably’ because there is still a residual argument that simply promoting the brand in America in a fashion that would otherwise be non-compliant here (if that’s the case), could still in theory be offside, even if the products are not available for sale here,” Maurer says.

Cross-border brands, take note

With so many brands — dosist, Wana, Bhang and PAX* — reaching markets on both sides of the border, should they be concerned?

“Until we have a better handle on how Health Canada is going to treat this, it should definitely be front-and-centre of any cross-border branding strategies,” advises Maurer. 

One way to lower the risk is to create two separate brands, he says. But he also warns that running any type of promotion in the US that wouldn’t be allowed in Canada will carry some risk. 

In the meantime, go ahead and give Seth Rogen a follow – you won’t regret it.


This article originally appeared on Business of Cannabis.

Most Recent Posts

What you need to know about New Brunswick’s new retail regulations

To date, and as matters currently stand, Cannabis NB, a subsidiary of the New Brunswick Liquor Corporation, is the only legal retailer of recreational...
Dec 2, 2021

Andrew Wilder interviewed by The Globe and Mail

Andrew Wilder, Co-chair of our Cannabis Law Group, was interviewed by The Globe and Mail on why some of the largest cannabis companies have spent 2021...
Nov 16, 2021

Is this the end of cannabis retail clustering in Ontario?

Let’s start this article with a bit of a history lesson. When the Ontario Government announced that it would be allowing private companies to own and ...
Nov 10, 2021