Unlike any other industry in recent times, cannabis is in the unique position of being legal in some form for adult use or medical purposes in 36 states while remaining a Schedule I Controlled Substance—and therefore illegal—at the federal level.

Yes, the tide is turning. More Americans than ever support broad legalization, while the politics around the issue are rapidly evolving, particularly when viewed through the lens of economic recovery or the need for systemic social justice reform against the backdrop of a war on drugs.

But despite this groundswell of growing support, a challenging reality remains: cannabis faces a patchwork of state regulatory schemes that are changing rapidly. That is particularly challenging for multi-state brands that must track and comply with a multitude of regulations. At best, rules are absent or open to varied interpretations. At worst, regulations directly conflict with each other resulting in a significant impact on how brands design, manufacture, and produce their products—from how they bring merchandise to market to how they advertise to consumers.