The US Surgeon General has issued a warning to pregnant women and adolescents to stay away from marijuana, which has increased in potency.

The last paragraph of the Surgeon General’s posted alert contains this interesting line:

“Science-based messaging campaigns and targeted prevention programming are urgently needed to ensure that risks are clearly communicated and amplified by local, state, and national organizations.”

The government’s warning, released August 29, said higher doses of THC (the component that makes you high) are more likely to produce anxiety, agitation, paranoia, and psychosis.

Some might discount the government’s alarm, recalling long-ago scare tactics against “reefer madness.”  But the current report from the Surgeon General cites experts such as the American Academy of Pediatrics.

Insider’s take:

• Be careful. Cannabis advertising is an opportunity, but we should expect debate about the effects of marijuana as more states legalize it.
• There are parallels to alcohol. The billboard industry has a long history of promoting safe driving, sobriety, and seat belts. As societal norms changed regarding drunken driving and seat belts, our industry has been part of the progress.
• Expect out of home platforms to be used for “don’t drive high” messaging. For example, Colorado DOT has produced creative OOH ads that earned OBIE recognition.

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