Cannabis Market Pulse: Weekly Cannabis Update July 7 to 13th

Canada

Court ruling boosts psilocybin-assisted therapy access 

A significant legal decision in Canada has challenged Health Canada’s current stance, opening the way for psilocybin-assisted therapy. The court supported a nonprofit group, setting a precedent that could change how psychedelic-based treatments are viewed. Although most operators still focus on cannabis, this ruling indicates a broader shift in public and legal attitudes towards alternative therapies. For leadership teams, it serves as a reminder that related wellness areas are gaining momentum and may soon compete for consumer attention and investor funds.

United States

Federal and state crackdowns begin on delta 8 and delta 10 products 

Federal and provincial regulators are now actively targeting delta 8 and delta 10 products, citing concerns about public safety and legal ambiguity. These cannabinoids have operated in a grey area created by the 2018 Farm Bill, but that window is closing quickly. Brands built around these compounds must now consider reformulation, legal risks, and consumer trust. For executives, this is a wake-up call to reassess product portfolios and ensure long-term sustainability over short-term gains.

DEA gives 90-day rescheduling update 

On July 7, the DEA issued a required update on cannabis rescheduling. The agency provided no new developments, further delaying clarity for the industry. This lack of progress keeps operators and investors in a state of uncertainty regarding taxation, banking, and compliance. Strategic marketing and brand planning must continue with flexibility and contingency planning. Waiting for federal reform is no longer a strategy; it is a stall.

July 10 “Oil Day” marketing surge 

Oil Day, celebrated on July 10, saw a significant boost in marketing efforts from dispensaries focused on concentrates. Although it is not an official holiday, it has gained popularity within cannabis communities as a day to increase engagement and promotional sales. This trend demonstrates the industry's ability to create cultural moments that boost retail traffic. Marketing leaders should not overlook these grassroots events, as they can provide a high return on investment when executed authentically and in alignment. Brand activation around niche moments may soon rival larger calendar events.

Oregon appeals court curbs aerial cannabis surveillance 

A court in Oregon ruled that warrantless aerial surveillance of a cannabis grow was unconstitutional, setting a significant precedent. This decision may influence other jurisdictions and redefine the limits of regulatory enforcement. For cannabis operators, it bolsters the argument for privacy and fair treatment. From a brand perspective, this offers an opportunity to strengthen transparency and demonstrate a commitment to ethical practices. Public trust is shaped as much by how a company is regulated as by how it responds.

Senator optimistic on cannabis banking reform 

A U.S. senator is confident that cannabis banking reform could move forward sooner than expected. The Secure and Fair Enforcement (SAFE) Banking Act remains stalled, but support from the public and bipartisan groups is increasing. Businesses that have prepared for financial transparency and stability will be in the best position once reform happens. Now is the time to improve messaging around fiscal responsibility and governance. Being seen as a financially mature brand will matter more than ever in the next legislative cycle.

Massachusetts social consumption rules delayed 

Massachusetts has delayed the rollout of its social consumption licences until at least October. This postponement impacts retailers and lounges preparing to launch experiential cannabis offerings. Although it may be frustrating for operators, the delay provides an opportunity for more thorough brand planning and community connection. Social use remains a highly dynamic area for cannabis marketing. Leaders should use this time to create experiences that are immersive, compliant, and designed to fit local culture.

International

Thailand reverses recreational cannabis policy 

Thailand has reclassified cannabis flower and rolled back earlier decriminalization efforts. Retail restrictions are tightening, and the once-promising recreational market is now facing new limitations. For international brands considering expansion into Asia, this is a clear reminder that policy shifts can happen quickly and suddenly. Strategic patience and cultural sensitivity must guide any market entry. Sustainability in global cannabis depends on more than just legal status; it depends on aligning with public sentiment.

Swiss cannabis legalization draft advances 

Switzerland maintains its steady move toward regulated recreational cannabis. The February draft legislation is gaining momentum in Parliament, reflecting the country’s commitment to a structured implementation. Swiss policy prioritizes control, data collection, and public health over rapid progress. For marketers, this indicates a need to focus on education and responsible branding. Success in Switzerland will depend on precision, quality, and trust rather than volume.

Cayman Islands approve cannabis decriminalization referendum 

A public referendum in the Cayman Islands has passed with about 60 percent support for decriminalizing small amounts of cannabis. The move reflects a broader trend in the Caribbean where tourism and reform-minded policies are converging. Small jurisdictions like this often act as incubators for new business models and public-private partnerships. Leadership teams should keep an eye on how hospitality brands adapt to changing cannabis norms. The future of destination-based cannabis consumption might start in places like this.

NZ’s Puro secures NZ$15.8M UK and EU export deal 

Puro, a medical cannabis cultivator in New Zealand, has secured a significant export agreement with European partners. The deal highlights the rising global demand for regulated and certified medical cannabis. Markets like the UK and EU are tightening standards, making such deals more valuable and rare. For North American brands, it’s a reminder to review export readiness and quality assurance processes. A brand's global reputation will be influenced by compliance with certification standards, not just consumer preferences appeal.

Bloom partners with New Garden Pharma for UK launch 

U.S. vape brand Bloom has partnered with New Garden Pharma to support its launch in the UK. The rollout is planned for early 2026 through a fully compliant EU GMP supply chain. This type of partnership underscores the increasing significance of operational excellence in international expansion. Brands need to adapt not only to consumer expectations but also to strict foreign standards. Success abroad requires more than just ambition; it requires infrastructure and a fluency in regulatory compliance.

Europe's Mary Jane Berlin gathers 65K attendees 

Berlin’s “Mary Jane” expo attracted a record 65,000 attendees this year, making it the largest cannabis event in the world. The size and enthusiasm of this event indicate Europe’s growing readiness for cultural and commercial cannabis integration. While legislation differs across the continent, consumer interest is clear. For brand leaders, now is the time to test narratives, build communities, and form partnerships. Europe is moving beyond medical-only markets and opening the door to lifestyle branding on a global scale.

A Thai child was poisoned by cannabis gummies in a public concern case 

A child in Thailand was hospitalized after consuming cannabis-infused gummies, sparking national concern. The incident is prompting renewed calls for stricter packaging laws and public education. For industry leaders, this serves as a sobering reminder that product safety is not just a compliance issue but a matter of brand integrity. Consumers expect more than just legality; they want protection. Clear labelling, child-resistant packaging, and proactive messaging must be prioritized to safeguard both consumers and corporate reputation.