A gimmick-free CBD campaign was recently launched by Balanced Health Botanicals to address companies that are taking advantage of the publicity around CBD and the lack of regulation that currently exists in the industry. CBD is being incorporated into products to increase attention and sales even when there is no actual benefit to the product or consumer. For example, we have recently come across CBD toothpicks and candles both of which are not using the product in a meaningful way and do not reflect the benefits of CBD. They are also confusing the consumer even further when it comes to the quality and validity of product claims.
In calling out bogus products, the campaign is also seeking to highlight companies that do offer quality products with substantiated results. It is important for consumers to be able to differentiate between products that they can trust and products that they can’t. The campaign is stepping up to help demystify the industry and to prevent CBD from becoming a simple trend or buzzword. This will help consumers to make better informed decisions and encourage them to read labels and do their own investigative work. It is also a demand to companies to do their own third-party research to make it easier for the consumer to differentiate products that are safe, consistent, and effective.
The campaign will launch as billboards in Times Square and then move to social media, radio, email, and direct mail campaigns to help spread the word. Campaigns such as these really bring to light that CBD companies are not only interested in providing top-quality products but also in providing education to consumers.