A marijuana locator startup, aptly called Weedmaps, launched in hopes of taking advantage of the growing marijuana market – both the medicinal and recreational varieties. It appears, though, that Weedmaps has fallen victim to a similar backhanded move that was dealt to a fellow marijuana resource company in March. In both instances, their advertisements were approved but then pulled out from under their feet.
Weedmaps – a site with Google Maps interface and filters that allow the user to locate the type of pot their interested in buying, as well as information – initially intended to publicize a 26-by-20 foot electronic billboard in Times Square, the first of its kind in New York City. The 10-second electronic advertisement, which was slated to appear on the CBS Super Screen on 42nd Street, was suppoed to run 18-hours daily for 61 days and feature a link to its New York City marijuana-based website.
CBS, which had final say over Weedmaps’s creative because it’s their ad space, notified Weedmaps’ Justin Hartfield that the ad was pulled from the rotating billboard’s rotation with no reason given as to why, on the day of the campaign’s launch.
Similarly, back in March a commercial for MarijuanaDoctors – a site that pairs patients seeking medical marijuana with doctors – was supposed to be aired by Comcast on major network TV.
Neither company was given reason or notice why their respective spots were axed. It could easily be construed, however, the reasoning behind CBS’s change of mind is because of the stigma attached to smoking weed despite the fact that it’s both decriminalized in New York and Governor Andrew Cuomo is lobbying to legalize medical marijuana.
But marijuana is hardly considered in a negative light anymore given the amount of support behind legalization from both the law enforcement and civilian community.
BostInno was able to get in touch with Weedmaps CEO Justin Hartfield who reiterated that he’s completely baffled by the decision of CBS.
“The purpose of the advertisement was to showcase our message to the public in a responsible manner. We really have no idea why the advertisement was pulled,” Hartfield told BostInno via email. “The interesting part about all of this is that we were referred to initiate in this deal by NORML, whom the media company originally approached. Neutron, the owners of the signage, enthusiastically approved the creative portion of the ad/concept and gave us the ‘all clear’ before CBS’s lawyers intervened.”
Hartfield continued to tell us that he even went as far as to refrain from using the word “marijuana” or any symbols directly tied to marijuana culture for fear that an occurrence like this would take place.
“We were led to believe that the ad would be running as scheduled, only to be told today that CBS’s lawyers have unexpectedly pulled the advertisement and now have it “under review,'” continued Hartfield. “No one proactively notified us, and it was up to us to inquire about the status ourselves before they gave us the news that it was pulled.”
As this is the only second notable instance of a large media conglomerate pulling marijuana-related ads, it’s too early to tell if this is the start of a trend – one that on the surface appears to Hartfield as if these corporations are “looking to cash in on marijuana-related enterprises trying to get the word out before having the rug pulled out from under them at the last minute.”
Stay tuned to BostInno for more information regarding marijuana-related advertisements. In the meantime, why do you think the ads have been pulled? Let us know your thoughts in the comments section below.
