Canada’s restrictive packaging rules have inadvertently created some unintended side-effects such as focusing consumer decision making on high THC content and low pricing, rather than prioritizing product quality and brand loyalty. The industry is calling for more flexibility on par with legal American markets with greater emphasis on psychoactive and physical effects, cultivation methods, and cannabinoid and terpene content. With cannabis sales growing and product quality improving, it is time to leave behind generic packaging and embrace labelling similar to craft beers and other consumer products.