American marijuana laws have been in flux for the past few years: at the federal level, marijuana is thoroughly illegal and officially lacking all medicinal value (unless it's sold in synthetic form as “Marinol,” which is available only via prescription). At the state level, things change: some states ban marijuana as thoroughly as do the feds, other states allow marijuana to be sold as a prescription drug, and in two states, Colorado and Washington, it is legal as a recreational drug — like alcohol, only far more restricted.
But there's one particular type of marijuana ban that hasn't changed anywhere in the U.S., and is unlikely to do so: TV watchers won't see ads for marijuana airing during commercial breaks.
It's worth mentioning, however, that marijuana is by no means exclusive in that regard; radio and TV ads for tobacco cigarettes have been banned in the U.S. since 1970. On the other hand, American TV viewers routinely see advertisements for prescription pharmaceuticals, which makes us an outlier by world standards; New Zealand is the only other country where “direct to consumer pharmaceutical advertising” is legal.
Therefore, even assuming a near-future America where all federal and state marijuana-criminalization laws are rescinded, and marijuana became, presumably, the legal equivalent of alcohol where sale, use and possession are concerned — what would its legal status be regarding TV commercials? Banned completely, like tobacco cigarettes, or allowed in certain low-potency circumstances a la beer commercials? [He's the Most Interesting Man in the World, and he says: “I don't always get stoned, but when I do, I prefer San Diego Stinkweed. Stay profound, my friends.”]
And even if recreational marijuana ads were banned, that still leaves open the question of pharmaceutical/medicinal marijuana ads.
Non-existent non-issue
The non-issue of non-existent marijuana ads nonetheless became a short-lived media sensation last week (if you missed it, that's probably because you blinked) after MarijuanaDoctors.com issued a March 7 press release announcing its intention to air the first-ever medical marijuana TV commercials on various Comcast channels. Respected media outlets ranging from CNN and TIME to Comcast subsidiary NBC News reported the story as though the ads actually aired — except they never did (although they are visible on YouTube).
Story continues below video
So it brought free publicity to MarijuanaDoctors.com (exhibits A and B: this article exists, and you are reading it), yet it's worth asking: might this little stunt have somehow harmed the pro-marijuana-legalization cause?
When MediaPost explored the topic on March 11, it noted: “the question remains, can pot ads ever air nationally? Or is the only way for medical marijuana to receive national coverage to engage in this type of trickery?”
Of course, the wide availability of Internet access might render the question moot — content forbidden to broadcast over the airwaves is still easy to find on YouTube, and the very act of “watching TV,” let alone subscribing to cable, is in decline compared to obtaining content through computers or over handheld devices.