Top Court Lifts the Restrictions on CBD Marketing Inside the EU — Now What? | PurePay
Top Court Lifts the Restrictions on CBD Marketing Inside the EU — Now What?

Prohibition of CBD marketing is one of the recent controversial topics in the industry. By its latest resolution, the Court of Justice of the European Union has allowed for the marketing of cannabis produced legally in another state, and by “legally produced” it means cannabidiol that is extracted fully from plants and not from their fibers or seeds only. In that case CBD cannot be regarded as an agricultural product.

What does it actually mean

The Court of Justice of the European Union has ruled that a member state may not prohibit the marketing of CBD products made legally in another member state. The CJEU also claims that, according to the current state of scientific knowledge, unlike tetrahydrocannabinol (commonly called THC), another hemp cannabinoid, the CBD at issue does not appear to have any psychotropic effect or any harmful effect on human health. What is more, the Court accepts the free movement of goods within the European countries due to the fact that CBD is not considered as a narcotic drug.

Impact of the ruling

Of course, a decision to prohibit CBD marketing, which constitutes the most limiting obstacle to trade in products legally manufactured and distributed across other member states, can still be adopted by the Court of Justice of the European Union if the risk to public health appears to be sufficient. However, the CJEU needs to assess scientific data to ensure that the threat is more than just a hypothesis.

This new resolution promotes obstacle-free trade of CBD products, thus increasing the demand in viable business solutions among manufacturers and suppliers. One important and difficult area for a high-risk industry such as CBD is seamless payment processing and PurePay has extensive expertise in delivering them to customers, making it easier to sell products and minimizing stress associated with business transactions.

Looking into the future

Potentially, such ruling will greatly expand the scope of trade in the industry. The merchants might be able to legally reach new customers in previously inaccessible locations, which would lead to increased sales.

We believe that the resolution approved by the European Court will significantly affect in the positive way cannabis marketing and sales; this is why we are ready to deliver robust solutions to the merchants with a view to streamlining payment procedures for efficient distribution of CBD products inside the EU.

A trusted provider of payment solutions

PurePay provides secure services and impeccable customer support for those involved in the CBD business. Having a wealth of experience in the industry, we offer payment gateways and credit card processing that make things easy for our merchants. Our aim is to create a safe environment for business propagation by covering all transaction-related issues.

PurePay anticipates the upcoming shift and commits to providing transactional services that are safe, fast, and reliable. Our promise is to support merchants with our payment gateway, credit card processing solutions and local payment methods, so that they can focus on delivering products to their customers.

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