This paper examines the future of what cannabis public relations will look like and its current state as an illicit, grey and heavily-regulated market. The future of the industry will revolutionize consumer products because of cannabis' medical and adult use, also known as recreational use. For now, there is extensive regulation of how the plant is advertised, marketed and publicized. This also flows into other sectors such as law, agriculture, cultivation and distribution. Conducting traditional business practices with financial institutions weighs more on the difficult side because of cannabis' Schedule I status. There are many intricacies with federal, state and local jurisdictions that anyone in the industry must familiarize themselves with because they are constantly changing. As well, understanding the plant's botany, culture, civil rights issue and current markets must be acknowledged. California is currently the largest market of consumers while Canada is at the forefront of legislation, banking and culture. Israel and Spain lead the way with medicinal research. Cannabis is here to stay and will continue to expand for years to come.
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