The annual cannabis holiday 4/20 is approaching, and with it comes a wave of promotions and campaigns from various brands and advocacy groups looking to capitalize on the growing acceptance of marijuana.
With nearly half of the U.S. states having legalized adult-use cannabis, mainstream corporations like KFC and Jimmy Johns are joining the festivities with 4/20-themed deals and promotions. However, not everyone is thrilled about these initiatives. Smart Approaches to Marijuana (SAM) has criticized companies like Jimmy Johns for their ‘Deliciously Dope Dime Bag’ promotion, calling it a poor message to youth and ignoring the risks of high-potency products.
Despite the pushback, many cannabis enthusiasts and reform-friendly companies are gearing up for the holiday, promoting advocacy initiatives and offering special deals. This year’s 4/20 celebrations coincide with heightened expectations for federal marijuana reform, with the DEA considering a recommendation to reschedule marijuana from Schedule I to Schedule III under President Joe Biden’s directive.
Advocates and lawmakers are using the 4/20 platform to call for comprehensive legalization and other reforms, including measures to allow banks to work with state-legal cannabis businesses. Here’s how some companies, organizations, and celebrities are participating in the 4/20 festivities:
- ACLU: The ACLU is offering branded merchandise like clothing, rolling trays, and matches to support cannabis reform and address the racial disparities that persist in marijuana enforcement.
