Cannabis and derived products unfortunately remained illegal in many countries, including Finland. A Finnish drinks company appeared to have found a clever way to protest.
In its campaign, drinks manufacturer YSUB placed “Not for Sale” posters on 54 billboards around Helsinki promoting its CBD beverage. It advertised products customers could not purchase to challenge existing laws and raise awareness.
YSUB said the campaign aimed to combat stigma surrounding cannabis and CBD and highlight what it called unclear national legislation.
Co-founder Petri Nyländen said they wanted to spark discussion and awareness about CBD and legal cannabis. Using CBD and cannabis for wellness differed entirely from recreational use, a distinction they sought to emphasize. Because advertising through their main channel had become impossible, they chose a creative approach through a traditional medium.
The company also faced advertising restrictions from major internet companies such as Facebook. Accounts on platforms including Instagram were closed even though it was not advertising products or trying to sell through them.
Lawyer and co-founder Veli-Pekka Pello said Finnish medical authorities classified all CBD products as prescription medicines, contradicting CBD classification changes accepted by the European Commission in December 2020.
In Finland, consumption and advertising were prohibited under the situation reported. Although nonpsychoactive CBD products were classified as prescription medicines, this effectively prevented their sale.
