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Health Canada has issued what some are calling a wake-up call to licensed medical marijuana producers that may be pushing the envelope when it comes to advertising.

The memo, obtained by the Citizen, was sent June 30 and tells the 13 producers that have been licensed under the regulatory system brought in April 1 to immediately remove any inappropriate advertising from “websites and company materials.”

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“The purpose of the letter was to inform licensed producers that the Government of Canada is concerned about advertisements that are false, misleading or deceptive and those that advertise marijuana and remind them of their obligations, specifically that the advertising marijuana is prohibited,” Health Canada told the Citizen.

The warning underscores possible confusion around just what constitutes acceptable advertising in the emerging industry.

Neil Closner, chief executive of MedReleaf, a Toronto producer, said some other licensed producers were buying Google AdWords and engaging in direct online advertising. Some producers’ websites were also making health claims not permitted by Health Canada regulations, he said.