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Opinion: How cannabis retailers can improve woefully inadequate consumer education

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Math is inevitable in the world of business.

Statistics, data, demographic data – all are important tools in the arsenal of modern business, and they’re potent when used correctly.

This is just as true for cannabis as any other business, but surprisingly few entrepreneurs and executives that I meet are well-versed in statistics or calculus, regardless of their supposed focus on data.

As someone with essentially a fancy mathematics degree, I’m writing today to dish out a little lesson in basic math – the calculation of an average and how that impacts cannabis marketing.

Rapid growth

First, let’s look at the overall cannabis market today to establish a baseline fact I think anyone reading MJBizDaily already believes: The marijuana market is growing rapidly.

According to an August 2021 Gallup poll, 12% of adults in the United States say they currently smoke cannabis, up from 7% in 2013.

In my home state of Massachusetts, legal cannabis sales have already surpassed $1 billion annually and are projected by the 2022 MJBiz Factbook to grow to as much as $2.6 billion by 2025.

By some accounts, the global cannabis market is projected to grow from $28.3 billion in 2021 to a truly startling $197.74 billion by 2028.

As the U.S. and other countries legalize more fully, there will continue to be a rapid influx of new customers to retail stores and dispensaries.

As any budtender could probably tell you, a majority of consumers know next to nothing about cannabis when they show up at a store for the first time.

There are a select few traditional market participants who make the switch, and even they are often undereducated on topics beyond flower.

It is still surprising to most people that you can even put cannabis in a beverage, and it is difficult and confusing to try to explain to them how marijuana-infused drinks differ from the pot brownie they tried in their youth.

Thus, I postulate that the education level of new consumers when entering the market, on a scale of 0 to 10, is zero.

Which isn’t great when I would say the average consumer education level today is maybe a 2.

Much to learn

There is so much to learn about cannabis.

It took me nearly a decade to achieve the understanding of the cannabis products I have today – and I create cannabis products for a living.

From THC and CBD and all the other three-letter cannabinoids to the hundreds of terpenes that exist in a flower, to extracts – BHO, EHO, CO2, rosin, hash – to things such as nanoemulsions, metabolism of delta-9 THC into delta-11 THC, it takes a long time to learn it all.

Don’t even get me started on sativas.

We can’t educate people about cannabis nearly as fast as new consumers will come into the marketplace, and so because the rate of cannabis education is much, much slower than the rate of new consumers coming into dispensaries, the average education level of consumers will continue to decline to nearly zero.

This will be true for at least the next decade, if not longer.

Keep it brief

So what are we to do about this when trying to educate consumers about why your product will work best for their needs?

Remember that people learn more quickly with short, pithy messages they can remember.

If you’re a brand, focus on educating them on the message of your product. Brevity is your friend.

Memory tricks, mnemonics – anything it takes to get your message across quickly and clearly.

Consumers will almost never engage with products in the way that you do, and you need to continue to put yourself in their shoes: What is the most important takeaway?

How do we communicate that both textually and visually? How do we communicate that psychologically and subliminally?

Budtender training

Consumer education does remain important, and putting a premium on budtender training – the folks who know this stuff for a living – is the best way to quickly disseminate information to consumers and train real guides out there who actually help people.

This goes double for medical cannabis patients, as there are still many, many new patients who need MMJ to get through their daily lives.

Budtenders can be a powerful source for both sales and accurate information if brands and dispensaries provide them with accurate information and make it easy to engage with.

And if we’re being honest, we’ve done a terrible job as an industry of arming budtenders with the information they need – I’m almost never given accurate information by budtenders at stores I visit.

Ultimately, if your product relies on the well-educated consumer who has the time to learn everything possible to decide whether to select your product, you will lose market share to those who build that quality into their communication.

People simply won’t be able to keep up, and you’re kidding yourself if you believe most customers will be reading those terpene certificates of analyses and actually understand what they’re looking at and have a reference point for if 3% terpenes is high or low for rosin.

But if you meet cannabis consumers where they are, and dispense information quickly and accurately, you can build a following that will grow with the market instead of fall behind.

Adam Terry is the CEO and co-founder of Cantrip, a cannabis beverage company based in Framingham, Massachusetts. He can be reached at adam@cantripseltzer.com.

To be considered for publication as a guest columnist, please submit your request here.

Source: https://mjbizdaily.com/how-cannabis-store-owners-can-improve-woefully-inadequate-consumer-education/

Business

Alleged Crores Pharma Scam Mastermind Arrested from Surat

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After evading law enforcement for nearly 13 years, an accused linked to a large-scale pharmaceutical fraud case has been arrested by Delhi Police from Surat, Gujarat. The suspect is alleged to have orchestrated a series of financial scams involving fake identities, forged documents, and dishonoured cheques used to procure high-value pharmaceutical raw materials.

Authorities say the accused, identified as Himmat Singh Lodha, is believed to have defrauded multiple pharmaceutical companies in Delhi of goods worth approximately ₹98 lakh before disappearing and remaining underground for years.

Fake Business Deals and Dishonoured Cheques Used in Fraud

Investigators claim the accused posed as a legitimate pharmaceutical trader and placed bulk orders for expensive drug ingredients, offering post-dated cheques as payment security.

In one documented case from 2013, he allegedly obtained around 550 kilograms of Gliclazide, a diabetes-related pharmaceutical ingredient, valued at over ₹26 lakh. When suppliers attempted to encash the cheques, they were reportedly returned with the remark “account closed.”

Following the transaction, the accused allegedly vacated his office and rented residence and disappeared without settling payments. He was later declared a proclaimed offender in 2016 after repeatedly failing to appear before court proceedings. Authorities had also issued a reward for information leading to his arrest.

Multiple Identities and Repeated Fraud Pattern

Police investigations further link the accused to another cheating case dating back to 2012, where he allegedly used a fake identity, “Kailash Jain,” to obtain a large consignment of Ambroxol HCL, a pharmaceutical compound used in cough medications. The value of that consignment was estimated at around ₹72 lakh.

Officials believe the accused followed a consistent modus operandi—posing as a credible businessman, securing high-value goods on deferred payment terms, and then disappearing after delivery while shutting down business operations.

Investigators suspect that forged business records, fake company credentials, and fabricated financial histories were used to build trust with suppliers and gain access to expensive raw materials.

Multi-State Surveillance Leads to Arrest in Surat

A special Crime Branch team tracked the accused through coordinated surveillance efforts across multiple cities, including Mumbai, Ahmedabad, and Surat. After nearly a month of technical monitoring and intelligence gathering, officials located and arrested him from a residential area in Surat.

Authorities also revealed that the accused had been involved in property-related activities while staying under the radar to avoid detection.

Growing Threat of Corporate Identity Fraud

The case highlights a rising trend of organised financial fraud targeting industries that rely heavily on trust-based transactions and deferred payments. Experts note that criminals increasingly exploit gaps in corporate verification systems by using fake GST registrations, temporary offices, and forged documentation to appear legitimate.

Cybercrime and financial fraud specialists warn that such schemes are becoming more complex with the widespread availability of digital business tools, making it easier to create convincing but fraudulent corporate identities.

Experts Urge Stronger Due Diligence in High-Value Transactions

Experts, including former IPS officer and cybercrime specialist Prof. Triveni Singh, emphasize the need for stricter verification procedures in commercial dealings. He noted that relying solely on paperwork or digital business profiles can expose companies to significant financial risk.

Authorities and industry experts recommend physical verification of business operations, bank account validation, and detailed background checks before engaging in high-value or deferred-payment transactions—particularly in sectors like pharmaceuticals, where single consignments can involve transactions worth crores.

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EU Pressure Builds on Google as Regulators Face Calls for Massive Fine Over Search Practices

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A growing coalition of European industry groups is intensifying pressure on regulators to take decisive action against Google over allegations of unfair search practices that could reshape competition rules across the region’s digital economy.

Investigation Under Digital Markets Act Gains Momentum

The case is being examined by the European Commission under the European Union’s landmark Digital Markets Act (DMA), introduced to curb the dominance of major technology platforms and ensure fair competition.

Launched in March 2024, the investigation focuses on whether Google has been prioritising its own services in search results, potentially disadvantaging rival businesses that rely on online visibility to reach customers.

Industry Groups Demand Swift Action

Several prominent European organizations have jointly urged regulators to conclude the probe without further delay. They argue that prolonged investigations allow alleged anti-competitive practices to continue, putting European companies—especially startups—at a disadvantage.

Signatories include the European Publishers Council, the European Magazine Media Association, the European Tech Alliance, and EU Travel Tech.

In a joint statement, these groups warned that delays in enforcement are affecting innovation, profitability, and growth prospects for regional businesses competing in digital markets.

Google Denies Allegations

Google has rejected claims of bias, stating that its search algorithms are designed to deliver the most relevant and useful results to users. The company has also proposed adjustments to address regulatory concerns.

However, critics argue that these changes are insufficient and fail to address the core issue of market dominance.

Potential Billion-Euro Penalties

If found in violation of the DMA, Google could face significant financial penalties. Under EU rules, fines can reach a substantial percentage of a company’s global turnover, potentially amounting to billions of euros.

Regulators may also impose corrective measures requiring changes to business practices, which could have long-term implications for how digital platforms operate in Europe.

Wider Implications for Big Tech

The case highlights ongoing tensions between European regulators and major U.S. technology firms. In recent years, the EU has taken a more aggressive stance in enforcing competition laws, aiming to create a level playing field for local businesses.

A final ruling against Google could set a major precedent, influencing future enforcement actions and shaping the regulatory landscape for global tech companies operating within Europe.

As scrutiny intensifies, the outcome of the investigation is expected to play a critical role in defining the future of digital competition across the European Union.

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AI & Technology

Amazon Faces Potential Criminal Trial in Italy Over €1.2 Billion Tax Evasion Allegations

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Milan: U.S. tech giant Amazon is facing the prospect of a major legal showdown in Italy, after prosecutors in Milan formally requested a court to move forward with criminal proceedings over alleged tax evasion totaling approximately ₹12,500 crore (€1.2 billion).

The case targets Amazon’s European division along with four senior executives, marking one of the most significant tax-related investigations involving a global e-commerce platform in Europe.

Trial Push Despite Multi-Million Euro Settlement

The move comes even after Amazon reached a financial settlement with Italian tax authorities in December, agreeing to pay around ₹5,500 crore (€527 million), including interest, to resolve part of the dispute.

Typically, such settlements lead to the closure of criminal investigations. However, Milan prosecutors have opted to proceed, signaling a tougher stance on alleged corporate tax violations.

A preliminary hearing is expected in the coming months, where a judge will decide whether to formally indict the company and its executives or dismiss the case.

Allegations of VAT Evasion Through Marketplace Sellers

At the center of the investigation are claims that Amazon’s platform enabled non-European Union sellers to avoid paying value-added tax (VAT) on goods sold to Italian consumers between 2019 and 2021.

Prosecutors allege that the company’s marketplace structure allowed thousands of foreign vendors—many reportedly based in China—to operate without fully disclosing their identities or tax obligations. This, authorities argue, led to substantial VAT losses for the Italian government.

Under Italian law, online platforms facilitating sales can be held partially liable if third-party sellers fail to comply with tax requirements, a key point in the prosecution’s case.

Italian Government Named as Affected Party

In their filing, prosecutors identified Italy’s Economy Ministry as the injured party, citing significant financial damage resulting from the alleged tax evasion.

Legal experts say the outcome of the case could have wide-ranging implications across the European Union, where VAT systems are harmonized and similar compliance rules apply to digital marketplaces.

Multiple Investigations Add to Pressure

The VAT probe is just one of several legal challenges facing Amazon in Italy. The European Public Prosecutor’s Office is reportedly examining additional tax-related issues covering more recent years.

Meanwhile, Milan authorities are pursuing separate investigations into alleged customs fraud linked to imports from China and whether Amazon maintained an undeclared “permanent establishment” in Italy—potentially exposing it to higher tax liabilities.

In a separate regulatory action, Italy’s data protection authority recently ordered an Amazon unit to stop using personal data from over 1,800 employees at a warehouse near Rome.

Amazon Denies Allegations

Amazon has consistently denied wrongdoing and indicated it will strongly contest the allegations in court if the case proceeds. The company has also warned that prolonged legal uncertainty could impact investor confidence and Italy’s appeal as a destination for international business.

Broader Impact on Europe’s Digital Economy

If the case moves to trial, it could become a landmark moment for the regulation of global e-commerce platforms in Europe. Governments across the region are increasingly scrutinizing how digital marketplaces handle tax compliance, especially in cross-border transactions.

With online retail continuing to expand, regulators are under mounting pressure to ensure that multinational platforms and third-party sellers adhere to the same tax rules as traditional businesses.

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