Cannabis in the metaverse: what retailers and marketers need to know

Thinking about expanding your cannabis brand into the metaverse? Here’s a quick look at how to stay on the right side of the law.
Thousands of pages of disparate marijuana guidelines, rules and regulations exist in various jurisdictions across the United States, and the drug remains a Schedule 1 substance under the Controlled Substances Act of 1970. The current regulations, however, make little to no references to the metaverse. Luckily, cannabis companies are also no stranger to ambiguous or non-existent regulations, and most successful cannabis companies have been bred to live with gray areas of the law.
Cannabis companies seeking to leverage the metaverse to market or sell their products should first understand a few key legal points to ensure their activities in the virtual space don’t violate any regulations.

Cannabis advertising and marketing regulations today
Most if not all states throughout the country have some form of cannabis marketing regulations already in place. These marketing and advertising regulations typically prevent cannabis companies from performing a number of activities, including targeting or appealing to minors and making false or misleading statements. Most marketing and advertising regulations also take common media outlets off the table, such as TV, radio and outdoor advertising. New Jersey even goes so far as to ban cannabis businesses from advertising through location-based devices, such as augmented reality (AR) technology.

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