Visibility of rebranding and corporate capture strategies of public health by the cannabis industry

When policies affect commercial determinants of health, such as alcohol, tobacco and cannabis, it is known as corporate capture of public health. The aim of the study was to make visible the strategies promoting cannabis cultivation, consumption and regulation oriented towards industry-friendly regulation, to the detriment of public health. An exploratory qualitative design was followed using a purposive sample from the various information channels used by the cannabis industry. The rebranding and corporate capture strategies found are based on: (a) economic development arguments to justify its expansion and lax regulation; (b) promotion of a positive image of cannabis by associating its use with health and wellbeing purposes; (c) promotion of a more acceptable social image of the consumer, the self-cultivator and even the seller; (d) consumer recruitment and loyalty through products derived from film, television or video games, and especially through influencers; e) advertising and event sponsorship gifts aimed at the “tarjet” of potential consumers; f) the dissemination of fake news suggesting that cannabis cures diseases; and, g) distorting processes affecting cannabis research, when funding comes from the cannabis industry. These findings highlight the cannabis industry’s corporate capture actions aimed at blocking or delaying public health measures that are contrary to its economic interests.