Coming out of decades of prohibition, the cannabis industry faces an uphill battle in the fight to be treated like other industries. At the same time, regulations are necessary to ensure that consumers have access to safe, tested products, and can enjoy a predictable effect. Other highly regulated industries like banking, health care and alcohol, have been accused of balancing the high cost of doing business with focusing marketing efforts on vulnerable populations and the heaviest consumers of their products. As cannabis moves from prohibited drug to consumer packaged good, how do we balance the need for regulation and industry success with public health and safety?