Is ‘Big Marijuana’ coming?

In the last decade, we have seen some dramatic shifts in how marijuana is viewed and its legal status. We can gain a better understanding of the growth potential of the marijuana industry if we examine how the tobacco industry reached the status of 'Big Tobacco.”

History has shown us that before the development of 'Big Tobacco,” less than 10 percent of the public used tobacco and the number of related deaths paled in comparison with today.

Tobacco companies worked to develop a set of marketing tactics and product innovations that drove use to around 50 percent leading to the over 400,000 annual deaths we see today. Marketing tactics included denying the potential for addiction, downplaying any health risks, promoting the benefits, providing marketing 'deals” and targeting new young customers.

Product innovations included increasing the nicotine in their products, creating products with alternative uses, as well as adding chemicals to increase absorption, flavor and dependence.

Furthermore, 'Big Tobacco” worked to protect the industry through lobbying, financial contributions and deceit.

Some have questioned whether the marijuana industry will follow the same road map as the tobacco industry and whether the tobacco industry would be interested in the marijuana business. Given the industries' desire to grow and make money, it would be naive to assume that the answer to these questions is 'no.”

The marijuana industry already has started to follow the tobacco industry by downplaying the health risks, minimizing the potential for addiction, promoting the benefits, targeting youths through the use of cartoons and offering a variety of 'deals.”

Product innovations also have occurred, including raising the levels of THC in marijuana, creating a variety of edibles similar to existing candy, and creating ways for customers to get higher levels of THC. The initial developments indicate the marijuana industry is following the same road map as the tobacco industry.

As early as the 1970s, tobacco executives were anticipating the legalization of marijuana and discussing how to take advantage of a new market. Phillip Morris even requested a sample of marijuana from the Department of Justice for research, and a Phillip Morris executive wrote, 'We request that there be no publicity whatsoever.” Altria has even purchased the Web domain names 'AltriaCannabis.com” and 'AltriaMarijuana.com.” The tobacco companies already have shown intent to be involved, though it is clear that they do not want this intent to be public. The tobacco industry has international connections, the fields to grow marijuana, the equipment to roll it, the distribution to move it, the marketing know-how, and the desire to find another profitable product.

It has taken over 40 years, millions of lives, and billions of dollars to realize the societal damage inflicted by the legal sale of cigarettes. We find ourselves on the verge of another developing industry that has the potential to repeat history if we again ignore the warning signs.

' Curt Wheeler is a Certified Prevention Specialist with ASAC. Comments: cwheeler@asac.us.