Modern Marketing

First cannabis out-of-home ad goes live in Japan in landmark move

By Shawn Lim | Reporter, Asia Pacific

Dentsu Aegis Network


drugs article

May 31, 2018 | 3 min read

In a landmark move, Japan has approved the out-of home advertising of medicinal drugs.

The advertisement was produced by Dentsu for Elixinol’s hemp oil product, which is made of pure cannabidiol oil. The ad was put at Tokyo’s Omotesando train station in early May.


The ad was put at Tokyo’s Omotesando train station in early May.

While the oil can be legally bought in Japan since 2016, companies in the country producing these products were not able to advertise them.

“Japan has a very strong cultural connection with hemp, and its use by our people dates back to ancient times. Elixinol has been supplying hemp oil products to Japan for over three years, however up until now we have not been able to actively market the product range,” said Makoto Matsumaru, chief executive of Elixinol Japan.

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“Approval to commercially advertise our Hemp Oil Drops is a major win for the hemp industry and comes after many months of working with the relevant authorities to gain authorisation.”

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Dentsu Aegis Network Ltd. is a multinational media and digital marketing communications company headquartered in London, United Kingdom, and a wholly owned subsidiary of the Japanese advertising and public relations firm Dentsu.

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