According to Acreage, the network squashed the proposal after viewing storyboards for the advertisement

CBS has rejected a proposed Super Bowl ad advocating for the legalization of medical cannabis. John Boehner-backed cannabis investment firm Acreage Holdings, which operates in multiple states, told Bloomberg that the station rejected their proposal after seeing a rough interpretation of the commercial.

“There are families in other states having to watch their kid die. It’s not just unfair—it’s cruel,” an earnest patient says about cannabis prohibition in the ad, which advocates for legal access to medical cannabis.

The one-minute spot ends with a staunch declaration that “The time is now,” followed by the Acreage logo—but it would appear that the time is, in fact, not yet. Like Facebook and Google, the NFL prohibits cannabis advertising—ostensibly because its players are prohibited from using the drug, but also due to wariness about running afoul of federal drug laws that classify cannabis as a Schedule I drug like cocaine or heroin.

The 60-second spot showed three individuals describing how medical cannabis helped improve their lives, including a man who had survived multiple back surgeries, a young boy with Dravet syndrome who suffers daily seizures, and an Oakland military veteran who lost a leg in action. It then calls for citizens to contact their Senate and House representatives to advocate changes in federal cannabis laws.

According to Acreage, the network squashed the proposal after viewing storyboards for the advertisement.

As one of the most-watched television events of the year, advertising during the Super Bowl gives companies and organizations access to millions of American viewers. USA TODAY Sports reports that CBS broadcast standards do not allow it to air cannabis-related ads.