Major cannabis corporations from the United States are aggressively pushing into European markets through acquisitions, exports and rapid expansion strategies. The so-called “green rush” represents a significant shift in how the continent’s nascent cannabis industry is developing, with American companies leveraging their experience in established markets to establish footholds across Europe.

Industry experts have raised concerns that European countries risk adopting a commercialised model prioritising corporate profits over consumer protection. Unlike many European nations, which have approached cannabis legalisation cautiously and with strong regulatory frameworks, American companies are moving quickly to capitalise on loosening restrictions before comprehensive safeguards can be implemented.

The expansion comes as several European countries have begun relaxing cannabis laws. Germany, in particular, has moved towards legalisation, while other nations have decriminalised possession or permitted medical use. These regulatory shifts have created opportunities that American operators are eager to exploit, armed with capital, expertise and established supply chains from their home market.

Regulators and public health advocates across Europe are warning governments to learn from America’s experience, where the cannabis industry has faced criticism for aggressive marketing tactics and inadequate oversight of product safety and potency labelling. The concern is that without strong European regulations in place, citizens could face similar challenges as American consumers have experienced during their market’s rapid commercialisation.

Source: Maariv — Original article in Hebrew.