The first medical marijuana commercial slated to run on television in Massachusetts next month has vaporized — at least when it comes to airing through Comcast.
The ad failed to make its debut this past week in New Jersey because Comcast Spotlight, the advertising sales division of Comcast, rejected the ad as unsuitable.
"All commercials are subject to final review by Comcast Spotlight prior to airing and during that process it was determined that the spot did not meet our guidelines," Comcast spokesman Steven Restivo said yesterday.
MarijuanaDoctors.com — a website owned by New York-based Medical Cannabis Network that pairs patients with doctors willing to prescribe medical marijuana — had told the Herald on Feb. 28 and media outlets across the country that it had booked the Comcast airtime and the ad would run in New Jersey starting March 3 on cable networks including A&E, Bravo, CNN, Discovery, ESPN and Fox News.
It said the commercial would air in Massachusetts around April 20, which is known as "4/20 day" in cannabis culture, a day on which smoking pot is celebrated.
A Comcast Spotlight spokeswoman also had confirmed that the first-in-the-Northeast commercial would air.
"MarijuanaDoctors.com announced the campaign would launch on March 1 and, to the best of their knowledge, it was running in New Jersey," MarijuanaDoctors.com spokeswoman Janet Falk said yesterday via email. "On Friday … the executives received information that the campaign was not launched." Falk said the company planned to speak with Comcast tomorrow to "learn more about the situation."
But MarijuanaDoctors.com's advertising agency knew last Monday that the ad still was under review and was informed Thursday that it was rejected.
Comcast Spotlight previously approved medical marijuana ads to air after 10 p.m. in other parts of the country, but those ads were shot in a clinical setting.
MarijuanaDoctors.com's commercial, available on YouTube, shows a back-alley "dealer" selling the "best sushi" from inside his jacket with the voiceover: "You wouldn't buy your sushi from this guy, so why would you buy your marijuana from him?"
The website plans to launch its Massachusetts campaign in April as planned, according to Falk.
"MarijuanaDoctors.com has been approached directly by several TV stations and cable networks regarding advertising in Massachusetts," she said.
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