Untested Illegal Cannabis is a “Buzzkill”

Created by LG2, the Ontario Cannabis Store and Alcohol and Gaming Commission of Ontario’s “Buzzkill” activation takes a fresh approach to educating consumers about the benefits of purchasing legal cannabis.

To celebrate the sixth anniversary of cannabis legalization in Canada, the Ontario Cannabis Store (OCS) and Alcohol and Gaming Commission of Ontario (AGCO) are unveiling "Buzzkill," a pop-up experience that mimics an illegal dispensary. Instead of selling cannabis, “Buzzkill” delivers critical consumer education through a first-of-its-kind awareness campaign for the public cannabis sector.

Part of a larger province-wide digital campaign, the “Buzzkill” pop-up highlights the dangers of illegal cannabis and underscores the benefits of choosing tested, regulated options from Ontario’s legal market.

Running from Oct 17-20, this bold initiative marks a new educational approach for a government-owned corporation like the OCS and AGCO. While past “Buy Legal” campaigns have focused on digital and in-store outreach, “Buzzkill” is the first time the OCS is engaging directly with cannabis consumers at the street level.

Created in partnership with Toronto creative agency LG2, “Buzzkill” is designed to highlight the unknown risks facing consumers who choose unregulated illegal cannabis and provides subtle hints reveal it is not an authorized cannabis retailer. Visitors can “shop” “Buzzkill”-branded educational products packaged with information on the health risks of illegal cannabis.

For example, the satirical beverage ‘Pesti Cider’ warns: "What gives this cannabis-infused cider its signature oomph? We like to think it’s love. But realistically, it’s probably our unregulated use of toxic pesticides. Don’t worry though, we’re like pretty sure it doesn’t have any long-term effects ..."

OCS President & CEO David Lobo acknowledges that “Buzzkill” is a departure from the norm for the provincial distributor of legal cannabis, whose mandate includes promoting social responsibility in the cannabis sector.

Unlike regulated cannabis, illegal cannabis is not tested for contaminants such as heavy metals, toxic levels of E. coli, Salmonella, mould, or illegal pesticides. Illegal edibles carry further risk due to inconsistent THC dosing, leaving consumers uncertain about potency.

Also, illegal cannabis products aren’t traceable through a Certificate of Analysis (COA) or Statement of Attestation (SOA). This traceability allows for product recalls and ensures the ongoing safety of the legal market. The only way for cannabis consumers to be certain about their products is to look for the Cannabis Retail Seal window sticker or symbol when shopping in stores or online.

• A recent study conducted by the National Research Council on behalf of the OCS and Ontario Provincial Police showed that 86% (19 out of 22) of the illegal cannabis samples tested contained multiple pesticides – in many cases at levels several hundred times above Health Canada’s limits.

• In a recent survey conducted on behalf of the OCS, 62% of all Ontarians aged 19+ ranked “no quality control or assurance of product safety” as one of the top three downsides of illegal cannabis. Despite all this, 46% of cannabis consumers continue to buy from the illegal market, emphasizing the importance of consumer education.

• A robust network of more than 1,700 authorized retailers across Ontario gives consumers access to a wide assortment of tested legal cannabis. However, there is still confusion around where illegal products are found.

• 1 in 2 Ontarians believe illegal cannabis is primarily sold through “dealers,” creating an opening for illegal stores and websites to mislead consumers.

• 2 in 3 Ontarians believe that if a cannabis store is open, it must be legal.

For the latest facts and figures about Ontario’s legal cannabis market, review the new Ontario Cannabis Marketplace: By the Numbers Data Report. The report includes sales data, average prices, top brands and more. For more information on why illegal cannabis is such a buzzkill, visit www.buylegal.ca and https://ocs.ca/pages/buzzkill

The Ontario Cannabis Store (OCS) operates the largest legal and centralized wholesale cannabis organization in the world. We provide Ontario adults aged 19 and older with safe access to tested and traceable recreational cannabis products. As a Crown agency solely owned by the Province of Ontario, the OCS is mandated to provide a competitive alternative to the illegal market, champion a socially responsible cannabis industry and return its profits to the people of Ontario. Our mission is to enable a vibrant cannabis marketplace through great customer experiences, rooted in selection, service and quality. For more information, visit OCS.ca and follow us on Facebook, Instagram and LinkedIn.