INTA 2021: In the weeds

Celebrity endorsements from the likes of Jay-Z and Seth Rogen come with many layers of complexity in the cannabis, gambling and alcohol industries

Maura O'Malley

"Celebrity endorsements of cannabis brands are “difficult in Canada. They are mostly marketed here as a corporate affiliation. It can’t be marketed as an endorsement or testimonial”. So said Cassels, Brock and Blackwell’s Alison Hayman during the International Trademark Association’s (INTA) 2021 annual meeting virtual+ conference hosted between 15 and 19 November, on how government regulation and cultural values impact trademark selection in cannabis, alcohol and gambling industries.