Election day is almost here. The campaign trail is hot, and political advertising is hitting from every angle. For the cannabis industry, it’s all eyes on Florida, where Amendment 3 could turn the nation’s biggest medical marijuana market into adult use. Florida Governor Ron DeSantis is vehemently opposed to the initiative, and his latest attempts to quash it are landing the Republican in hot water.
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DeSantis is being accused of directing Florida agencies, namely, the Department of Transportation, to campaign against Amendment 3. In question are a series of recently released PSAs, which some argue are actually propaganda against legalization.
One ad warns viewers about the dangers of driving while high. While fairly innocuous at first, the narrator of the video later says, “DUI crashes increase in states with legalized marijuana, putting everyone at risk.”
Another arguably more aggressive video showcases various Florida sheriffs spreading misinformation about cannabis. One officer associates pot use with domestic violence, while another says kids are going to the emergency room because of fentanyl-laced weed.
Florida Sheriffs Alert: Impaired driving affects more than just you. Marijuana is sending more kids to the E.R., is often tied to domestic abuse, and is causing increased car collisions, fatalities, and insurance rates. Educate your families—protect your kids! pic.twitter.com/xoJav4DyGn
— FLORIDA DOT (@MyFDOT) October 17, 2024
Smart & Safe Florida, the group behind Amendment 3, expressed outrage at the ads. In a cease and desist letter first reported by Politico, the group argued that using taxpayer dollars to fund “State Propaganda under the guise of a public service announcement” is highly unethical.
With so much effort being placed on the issue, DeSantis is seemingly desperate to see Amendment 3 fail. From claiming Florida’s schools will smell like pot to spreading misinformation about the negative effects of the plant, the governor is throwing every anti-pot argument in the book at his constituents.
Over 100 million dollars have gone into the Amendment 3 campaign, with the biggest donor being cannabis retailer Trulieve. DeSantis has claimed Trulieve would have a monopoly in Florida should the initiative pass, telling voters “one big weed company” would benefit from legalization—not the state.
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It’s unclear why DeSantis is so aggressive in his anti-Amendment stance. Some critics believe the governor’s relationship with hemp operators in Florida could play a role, given that DeSantis vetoed legislation that would regulate the hemp market. His campaign allegedly received $5 million from a hemp trade group in exchange for his veto.
Others believe the rhetoric may be personal. Florida resident and former President Donald Trump recently endorsed Amendment 3. DeSantis and Trump have traded jabs in the past, and Trump’s announcement could have been viewed as retaliation.
DeSantis’ efforts may be in vain. Recent polls show that Amendment 3 is on track to pass, garnering 60 percent of the support needed. However, court challenges could follow even if advocates are victorious come Election Day.
The political drama keeps advocates on both sides of the issue on the edge of their seats as they anxiously anticipate the outcome. With nationwide reform possibly on the horizon, it remains to be seen how Florida’s weed beef will play out.
