Untested Illegal Cannabis Is a 'Buzzkill'

To celebrate the sixth anniversary of cannabis legalisation 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.

The 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 authorised 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 and 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.

“This activation might make people a little uncomfortable with its directness and transparency,” says David Lobo, president and CEO, OCS. “But we need Ontarians to understand that they can’t trust the safety of illegal cannabis.”

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.

“We decided to lean into ambiguity as a way to challenge the misperceptions surrounding the illegal cannabis market,” says Josh Stein, chief creative officer at Lg2. “Our goal was to create an experience that's not only buzz-worthy but also interactive and packed with valuable information.”

The Stats

• 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, emphasising the importance of consumer education.
• A robust network of more than 1,700 authorised 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:

- One in two Ontarians believe illegal cannabis is primarily sold through 'dealers,' creating an opening for illegal stores and websites to mislead consumers.

- Two in three Ontarians believe that if a cannabis store is open, it must be legal.

“Ontario’s licensed cannabis retailers are held to the highest standards of safe and responsible product sale,” says Dr. Karin Schnarr, CEO and Registrar, AGCO. “When Ontarians see the Ontario Authorized Cannabis Retail seal, they can be confident they’re buying from a safe, responsible and legal retailer.”

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 here.

Awareness for the pop-up was driven through organic and paid social media on Meta and Snapchat and by legal producers and retailers 'discouraging' people from visiting this illegal pop-up. They also had wild postings on telephone poles and construction walls in the blocks surrounding BUZZKILL, inviting Torontonians to get 'free stuff.'