A recent article by ABC News highlights a troubling trend where veterans are targeted by businesses offering medicinal cannabis products, such as those in the linked article. These companies sometimes use aggressive marketing tactics, including unsolicited text messages and promises of “free” products, to lure vulnerable individuals into purchasing treatments without proper medical oversight. Some advertisements falsely claim these products are endorsed by the Department of Veterans Affairs (DVA), leading veterans to believe they are safe and reliable options when, in reality, the lack of clinical evidence and potential for harm is high.
This issue underscores the need for stronger regulation and oversight in the advertising of medicinal products, especially those marketed to a potentially vulnerable population, like veterans. Misleading claims can not only exploit trust but can also result in harmful health outcomes. It’s essential that both regulators and healthcare professionals collaborate to ensure that veterans receive safe, evidence-based care.
You can read more about this troubling issue in the full article from ABC News here: Veterans Targeted by Medicinal Cannabis Businesses
There is growing evidence supporting the use of medicinal cannabis for certain conditions, particularly chronic pain, where other treatments have failed. Studies have demonstrated that cannabis, especially containing cannabidiol (CBD) and tetrahydrocannabinol (THC), can provide significant relief for individuals suffering from chronic pain, neuropathic pain, and even some forms of cancer-related pain. For instance, research published in The Journal of Pain and The British Journal of Clinical Pharmacology has shown that cannabis can be effective in managing pain and improving the quality of life for patients who have not responded well to conventional therapies like opioids (Boehnke et al., 2016; Abrams, 2018).
However, extreme caution is required when considering medicinal cannabis as a treatment option, especially for vulnerable populations such as veterans. There are notable contraindications, particularly the risk of exacerbating mental health conditions. High doses of THC can cause or worsen symptoms of psychosis, anxiety, and depression, and the Royal Australian College of Psychiatrists has raised concerns about the risks associated with THC in individuals with certain vulnerabilities (Stuart et al., 2016). Cannabis can also interact with other medications, which may result in adverse effects or interfere with the efficacy of other treatments.
Therefore, while the evidence supports its use for chronic pain management, it is essential that medicinal cannabis be prescribed only after a thorough assessment. This should include a review of the veteran’s medical history, mental health status, and any other potential contraindications. Ongoing monitoring is critical to ensure that the treatment is both safe and effective. There must be clear communication between the prescribing doctor, the veteran, and other involved healthcare professionals to ensure a holistic approach to care.
In line with this, additional safety nets should be implemented for veterans receiving medicinal cannabis treatment. Regular check-ins, mental health assessments, and clear guidelines for prescribing should be enforced to safeguard against misuse or harm. By putting these safety measures in place, healthcare providers can help ensure that veterans receive the benefits of medicinal cannabis without compromising their wellbeing.
Misleading and Predatory Advertising in the Medicinal Cannabis Industry
The issue of misleading and predatory advertising, particularly in industries that target potentially vulnerable groups, like veterans, demands much greater oversight to protect consumers from harm. In the case of medicinal cannabis, many Telehealth companies have been found to use unethical marketing practices that can mislead potential patients into making decisions that may not be in their best interest. These marketing tactics range from advertising “free” products to sending unsolicited, persistent text messages promising treatments that are not only unproven but may also have serious adverse effects. The lack of stringent regulation and enforcement leaves room for these companies to operate in ways that are exploitative and harmful.
1. Misleading and False Claims:
In many cases, companies advertising medicinal cannabis products make exaggerated claims about the benefits of these treatments, especially through social media. Ads claiming products are “backed by the Department of Veterans Affairs (DVA)” without the proper evidence of clinical efficacy can mislead veterans into believing the products are not only safe but endorsed by trusted institutions. This level of misrepresentation can be extremely dangerous, particularly when the advertised products could exacerbate existing mental health issues or lead to addiction, as seen in some cases with veterans using THC-based products.
The Australian Advertising Standards Bureau (ASB) has rules in place for advertising of medicines, but these guidelines are often violated or inadequately enforced. The Therapeutic Goods Administration (TGA), while providing some oversight, often relies on consumers or the media to report breaches, which slows down the process of holding companies accountable.
2. Targeting Vulnerable Populations:
The use of social media platforms to target veterans specifically is a troubling trend. Companies like VeteranCann have been accused of using predatory marketing tactics, such as sending unsolicited messages or offering “free” products to vulnerable individuals who may not be fully aware of the long-term consequences of using such treatments. This kind of targeting can exploit veterans’ trust in organisations that claim to cater to their needs. As veterans are often dealing with complex medical conditions, including PTSD, addiction, and chronic pain, they are uniquely susceptible to these aggressive marketing strategies.
Veterans’ support groups have raised concerns about how these companies directly reach out to individuals, bypassing traditional healthcare systems and instead offering treatments without proper medical oversight or advice from a primary healthcare provider. These interactions often lack transparency, leaving the veteran unaware of the risks they face, and in some cases, being encouraged to bypass necessary consultations or medical records.
3. Need for Stronger Enforcement and Penalties:
To counter these deceptive practices, the regulatory framework must be tightened. The TGA, along with the Australian Health Practitioner Regulation Agency (AHPRA), needs more resources to monitor, regulate, and enforce rules regarding the advertising and distribution of medicinal cannabis products. Companies should be held accountable not only for adhering to advertising guidelines but also for the ethical manner in which they engage with customers. Stricter penalties for companies that engage in false or misleading advertising would serve as a deterrent, ensuring that businesses prioritise patient safety over profits.
Additionally, more robust reporting mechanisms for consumers to flag misleading ads are necessary. Veteran groups and healthcare professionals should be empowered to advocate for stronger protections, ensuring that veterans receive treatments only after comprehensive consultations with medical professionals who are fully aware of their health histories.
4. A Collaborative Approach to Advertising Oversight:
There also needs to be more collaboration between the Department of Veterans Affairs (DVA), healthcare providers, and regulatory bodies to create clearer guidelines for the advertising of medicinal products, particularly those marketed to vulnerable populations like veterans. Involving healthcare professionals and veterans’ advocates in the creation of these guidelines will ensure that the voice of the consumer is heard, and that the regulatory framework protects veterans from predatory practices.
In summary, the call for more oversight on misleading and predatory advertising is imperative for safeguarding vulnerable individuals, especially veterans, from exploitation. With increased regulation, stricter enforcement, and more collaboration between relevant stakeholders, we can ensure that medicinal cannabis and other treatments are provided in an ethical, transparent, and safe manner. This will help ensure that veterans, who have already faced significant challenges in their lives, are not further harmed by unethical marketing practices.
