Since 2017, medicinal cannabis has been a prescription drug in Germany . Patients with serious illnesses such as chronic pain, spasticity, multiple sclerosis, or cancer particularly benefit from the therapy. However, while medical use still faces prejudice, some platforms fuel the stigma through advertising campaigns that portray cannabis not as a medicine, but as a "lifestyle drug."
Violation of the Medicinal Products Advertising Act (HWG)
The German Medicines Advertising Act (HWG) sets clear limits: Medicines may not be advertised with "fun or lifestyle claims." Advertising slogans such as...
"Ready for the summer vibes? Whether it's chilled barbecue evenings or relaxing days by the lake..."
They are not only tasteless, but simply unacceptable. They degrade a serious form of therapy into a consumer product – and thereby undermine the credibility of the entire industry.
Patients feel mocked
For those affected this means:
-
Disregarding their reality – people who need medicinal cannabis to relieve pain or cramps are pushed into the “recreational stoner” corner.
-
Stigmatization instead of acceptance – instead of education and normalization, patients experience their treatment being publicly ridiculed.
-
Threat to supply – every disreputable campaign is a perfect opportunity for critics who are already skeptical of cannabis as a medicine.
Telemedicine: opportunity or threat?
Telemedicine is essential for many patients in Germany – because there are still too few doctors who prescribe cannabis. If implemented correctly, telemedicine can close gaps in care.
However, when platforms emphasize their seriousness on the one hand , and on the other hand run lifestyle advertising that violates the German Advertising Act (HWG) , a toxic image is created:
-
Cannabis as a “fun product” instead of medicine,
-
“Smoker platform” instead of medical service provider.
The result: politicians and the public lose trust – and patients lose access.
Consequences for the entire industry
-
Stigma is increasing – cannabis patients are seen as “connoisseurs” rather than as people in need of therapy.
-
Risk of regulatory backsliding – lawmakers could tighten the rules and restrict prescriptions for flowers.
-
Damage to reputable providers – practices and pharmacies that work responsibly are also being discredited.
Serious communication is mandatory
To ensure that medical cannabis remains accepted in the long term, clear principles are needed:
-
No lifestyle advertising for medical cannabis products.
-
Focus on education and patient safety .
-
Transparent communication about effects, risks, and side effects.
-
Distinction from recreational cannabis – cannabis flowers for patients are medicinal products, not consumer goods.
Conclusion
Medical cannabis is a serious drug – not a marketing gimmick for "summer vibes". Platforms and providers that violate the German Medicines Advertising Act (HWG) not only risk legal warnings, but also jeopardize the trust of an already fragile patient group.
Telemedicine can be key to closing gaps in care – but only if it is implemented seriously, responsibly, and in accordance with the law. Anything else harms not only the companies themselves, but above all the people who depend on cannabis as a therapeutic option .
