Article by Kraig Krause, Global News
As cannabis stores begin to sprout up across Ontario, separating themselves from the competition will be crucial to their future success. Advertising is one way retail stores are able to push their products onto consumers, although stores selling cannabis must follow strict guidelines enforced by Health Canada that are similar to the ones for tobacco.
But according to the CEO of American advertising company Adloop, there is a loophole.
“We have the ability to geo-target people and devices to those entering cannabis retail stores,” said Josh Segal via skype from Los Angeles.
Geo-targeting allows the company to determine if someone is over 18 years old, if they are at a location where minors are not allowed, and other information that identifies the individual.
“Our biggest concern is that we run a campaign for a cannabis company and they run the risk of losing their licence. So we are closing the marketing loop and ensuring to Health Canada that this is compliant marketing with respect to their guidelines,” said Segal.