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Multistate cannabis operator Cresco Labs is committed to being a responsible player in the rapidly growing industry, and has now set out to help other companies build brands the right way through the release of its Responsible Advertising and Marketing Standards (RAMS).

The advertising and marketing code, which was made public Oct. 8, includes a set of guiding principles to ensure that Cresco markets and promotes its brands and products responsibly. The standards include guidance on commercial communications to help prevent underage appeal and ensure companies make appropriate claims about cannabis’s benefits. The code also offers best practices for consumer-facing promotional events and merchandising.

Here, Cresco CCO Greg Butler and SVP of Brand Marketing Cory Rothschild share why the company developed and published these standards, as well as how they will ultimately benefit the industry as it continues to grow.

Melissa Schiller: Why did Cresco develop these standards? What was the company’s overall goal in releasing these to the industry?

Photos courtesy of Cresco Labs

Cresco CCO Greg Butler

Greg Butler: The reason why we wanted to publish this is, as we look to the end of this year and into next year, what we expect to see in the U.S. cannabis market is an increase in investment across all companies in building their brands. There are a couple key trends driving that. One is competition that continues to grow, so everyone is fighting to grow their brand with customers. The second is companies are strengthening
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