ANY advert “likely to lead to the use” of a prescription-only medicine will be banned under updated legislation that brings medicinal cannabis advertising rules “in line” with more traditional drugs.
The Medicines (Advertising) (Jersey) Order 2026, which will come into effect on 13 January, replaces advertising rules dating back to 2000 and tightens restrictions around indirect or lifestyle-based promotion.
The previous law was narrower and less explicit – leaving room for indirect promotion, branding, and lifestyle advertising that did not directly encourage people to seek a prescription.
Health officials previously highlighted large medicinal cannabis adverts at Jersey Airport as an example of the problem.
Under the new law, such adverts are no longer permitted – even if they do not explicitly encourage people to seek a prescription.
The new law also goes further than a simple advertising ban by restricting the content and tone of any permitted medicinal advertising.
It prohibits advertisements that claim guaranteed benefits, exaggerate effectiveness, or suggest that a medicine has no side effects.
Advertisers are also barred from implying that a product is safer or more effective simply because it is described as “natural”.
The law further prevents adverts from suggesting that a person’s health would suffer if they do not take the medicine.
It also bans the use of endorsements or recommendations from celebrities, scientists, or healthcare professionals.
In addition, advertisements for medicinal products must not be directed at children or young people.
Breaching the new advertising rules will be a criminal offence, with anyone found guilty facing up to two years in prison or a fine.
Carpathia Clinic medical director Dr Kirstie Ross, who also works in the Emergency Department at the Jersey General Hospital, said the change was a “fair approach, as long as it is policed”.
“This is in line with other prescription only medication and brings medicinal cannabis on par with the more ‘traditional meds’,” she explained.
“We are allowed to share current clinical evidence to our patients and the legislation supports education.
“I think the challenge will be ensuring that all players in this sector are complying – policing that is so important to put some weight behind the legislation.”
However, Dr Ross raised concerns that the focus was “in the wrong place” to regulate the cannabis industry – pointing to shops selling vapes and gummies that she said were “outside of safe levels for non-prescription cannabis treatment”.
“The government is focusing on the wrong thing to keep the industry safe,” she said. “Albeit necessary, this should not be their priority.”
