The LGCA launched a new public education campaign in August 2024 educating Manitobans about the benefits of purchasing legal cannabis from licensed retailers, the risks of purchasing and using illegal cannabis, and how to tell the difference between the two. 
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Can you spot the difference?

This campaign uses the “spot the difference” concept, challenging the audience to distinguish between two cannabis products that are visually identical. This prompts viewers to question what they think they know about the differences between legal and illegal cannabis and emphasizes that the risks posed by illegal cannabis are not easy to see.

The campaign uses images of common cannabis products, such as dried flower, edibles, and pre-rolled joints, paired with messaging that sparks thought from the viewer: Could you tell if an illegal cannabis product was laced with other substances, or if the listed THC levels were accurate, just by looking at it? 

Canadian studies have shown that illegal cannabis can contain harmful substances, such as pesticides, bacteria, or other drugs. There are also reports of inaccurate THC and CBD labelling — illegal cannabis products often have lower THC levels than what is listed on their packaging, if these levels are listed at all.  

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Legal cannabis is safer. 

Though legal cannabis is becoming increasingly accessible for Manitobans, and many cannabis consumers are opting to purchase their products from licensed retailers, the illegal market is still active, particularly online. While LGCA research shows that Manitoba cannabis consumers have a variety of reasons why they may choose to purchase illegally, this campaign focuses on the safeguards in place to ensure legal cannabis is safer than illegal cannabis. These include: 

  • Quality control and testing to ensure cannabis is not laced with harmful contaminants or other drugs. 
  • Testing for THC and CBD levels, which are required to be listed on the product’s packaging. 
  • The ability to trace products and issue recalls if there are quality issues. 
By choosing to purchase legal cannabis from licensed retailers, cannabis consumers can have peace of mind knowing these regulations are in place to prevent unnecessary risks related to cannabis consumption.  
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The LGCA's Know My Limits public education campaigns encourage lower-risk alcohol and cannabis consumption, and gambling participation. Campaigns run in English and French across the province via a media mix of digital and social media, billboards, transit and poster ads.

Learn more about our public education campaigns at KnowMyLimits.ca. 

Questions?

Contact us at 204-927-5300 or toll-free at 1-800-782-0363 with any questions about our public education campaigns.

Email the LGCA