The governor of New York is launching a campaign urging consumers to buy legal weed

New York Gov. Kathy Hochul on Tuesday launched a new statewide campaign to encourage consumers to buy cannabis in the state’s regulated recreational marijuana market. New York legalized adult-use cannabis in 2021, and regulated recreational marijuana sales began in late December 2022 at the state’s first licensed dispensary in Manhattan.

“To strengthen the public health and safety of all New Yorkers, we are providing them with the information they need to make informed decisions and enjoy cannabis responsibly,” Hochul said in a statement from the governor’s office. “As we continue to build a healthier and fairer cannabis market, I am proud to launch this important public education campaign to promote safer, legal purchases of cannabis from licensed dispensaries across our state.”

Campaign started in time for April 20th

The new campaign, titled “Why Buy Legal New York,” came as the state’s limited number of adult-use cannabis dealers in the state narrowed to the first 4/20. of the legal industry, the high holiday of cannabis culture. The initiative focuses on three pillars, including protecting public health, promoting social justice and reinvesting in the community, and features licensed cannabis operators touting the virtues of regulated marijuana companies and their products.

“We are excited to launch this campaign to promote the safe and legal purchase of cannabis in New York,” said Tremaine Wright, Chair of the New York Cannabis Control Board. “By supporting licensed pharmacies, consumers can rest assured that they are receiving safe and accurately labeled products while supporting their local communities.”

The mostly digital campaign will attempt to explain the potential risks associated with cannabis from the unregulated market that does not require laboratory testing of products for safety and efficacy. Ads in the campaign will also highlight how purchasing cannabis from the regulated market supports the state’s social and economic goals for communities across New York state. The initiative, aimed at cannabis users over the age of 21, includes educational materials such as The Guide to Safer Cannabis Consumption and information on how to find legal dispensaries in New York. The campaign materials and safe consumption tips are also available online.

“We want to make sure New Yorkers are educated about the potential risks and benefits of cannabis use,” said Chris Alexander, executive director of the New York State Office of Cannabis Management. “Our goal is to empower consumers to make informed choices and ensure they have access to the safest products available. New York has some incredible dispensaries across the state, and I encourage cannabis users and those curious about canna to visit these stores and see for themselves.”

PSAs have licensed cannabis operators

The Why Buy Legal New York campaign features licensed cannabis operators including Jasmine and King, breeders focused on the community-centric and wellness attributes of cannabis. Howard is a licensed processor focused on modern safety practices and educational efforts to produce safe cannabis products, while Damien is a licensed retailer focused on social justice reform and community reinvestment, with over five years of experience as a business owner in the regulated cannabis industry of New York. And Eddie, another licensed processor, brings his experience from more than five generations of family business to create safer cannabis products for the regulated market.

Lyla Hunt, deputy director of public health and education campaigns, said the Why Buy Legal New York initiative is “critical to educating New Yorkers about the importance of buying cannabis legally from licensed dispensaries.”

“These PSAs are designed to provide a striking contrast to the hyperbole and false messages that so many have experienced during cannabis prohibition. By emphasizing the health and safety benefits of buying legally, we hope to build trust in the regulated cannabis industry and encourage New Yorkers to make informed decisions about cannabis use,” added Hunt. “This campaign is also an opportunity to address historical damages and encourage reinvestment in the community while providing valuable information about the regulated cannabis space. We are excited to launch this campaign and believe it will make a significant difference in the lives of New Yorkers by supporting a safer and fairer cannabis industry for all and advancing New York State’s approach.”