Since 2017 Medical cannabis in Germany a prescription drug. Patients with serious illnesses such as chronic pain, spasticity, MS, or cancer particularly benefit from the therapy. But while the medical use still struggles with prejudice, some platforms fuel the stigma – through advertising campaigns that present cannabis not as a medicine, but as a “lifestyle drug.”
Violation of the Medicinal Products Advertising Act (HWG)
The Medicinal Products 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..."
are not only tasteless, but simply unacceptable. They degrade a serious form of therapy into a consumer product – and thus undermine the credibility of the entire industry.
Patients feel mocked
For those affected this means:
-
Disregard for their reality – People who need medical cannabis to relieve pain or cramps are pushed into the “fun stoner corner.”
-
Stigmatization instead of acceptance – instead of education and normalization, patients experience their treatment being publicly ridiculed.
-
Threat to supply – every dubious campaign is a perfect opportunity for critics who are already skeptical about 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.
But if platforms on the one hand Emphasize seriousness, on the other hand Lifestyle advertising contrary to HWG switch, a toxic picture emerges:
-
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 increases – Cannabis patients are seen as “connoisseurs” rather than as people in need of treatment.
-
Danger of regulatory regression – Legislators could tighten the rules and restrict prescriptions of flowers.
-
Damage to reputable providers – Practices and pharmacies that work responsibly are also falling into disrepute.
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.
-
Education & Patient Safety put in the spotlight.
-
Transparent communication about effects, risks, side effects.
-
Differentiation from recreational cannabis – Cannabis flowers for patients are medicinal products, not consumer goods.
Conclusion
Medical cannabis is a serious medicine – not a marketing gimmick for “summer vibes.” Platforms and providers that violate the HWG not only risk warnings, but also lose the trust of an already fragile patient group.
Telemedicine can be a key to closing gaps in care – but only if it is implemented seriously, responsibly, and in compliance with the law. Anything else harms not only the companies themselves, but above all the people who rely on cannabis as a Therapy option are dependent.
