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Unless you happen to be living under a rock, it comes with no surprise that the Coronavirus disease 2019 (COVID-19) pandemic has changed everybody’s lives unexpectedly within a span of only a few months. 

Based on a 2020 study published in the Emerging Infectious Diseases journal, COVID-19 was initially thought to have an R0 value of 2.2 to 2.7. This essentially translates into one individual infected with COVID-19 being able to transmit the virus to 2-3 people as a result of secondary infections. However, this assumption was proven to be incorrect as the researchers realised that the actual R0 value calculated turned out to have a median value of 5.7 instead. This means that one infected patient can spread the virus to around six healthy people!

Not to mention, getting infected by the coronavirus comes along with a nasty package of disease symptoms. Specifically, the Centers for Disease Control and Prevention (CDC) reported that the list of symptoms may include having a fever, bad cough, breathing difficulties, constant exhaustion, headache, and sore throat (just to name a few).

With these in mind, it is extremely crucial for everyone to shift personal hygiene as their highest priority of the day. 

The importance of hand hygiene

Your hands are one of the most essential parts of your body, for it is capable of performing a wide range of functions on a daily basis. It is also the same part of your body that establishes contact with other external objects, people, and ourselves. 

Taking that into account, make a guess on what is the frequency of people unconsciously touching their own face throughout the day? 

A 2015 study observing 26 medical students discovered that the participants touched their faces around 23 times within an hour. This trend was also found amongst healthcare professionals, whereby a 2014 investigation reported to touch their faces on an average of 19 times every two hours. Not to mention, their face-touching habits were coupled with an inconsistent habit of practising proper hand hygiene. 

Mind-blowing, isn’t it?

Nevertheless, it should be relatively obvious that touching your face frequently can significantly contribute to a person’s risk of getting infected with diseases, especially the coronavirus. In particular, cleaning your hands with the use of hand sanitisers have become the new public norm at present.

Using hand sanitisers as an effective protection against COVID-19

At the point of writing, consumers across the world would spend up to hundreds of millions of dollars on hand sanitisers, whereby hand sanitisers have been a common new addition to pockets, purses, and even keychains.

Interestingly, the global market for hand sanitisers could even hit the $2.1 billion mark by 2027 according to one market research, which concentrated on the lasting effects of the coronavirus pandemic on the market’s growth potential. Indeed, for the average consumer, hand sanitisers are an attractive option, especially for on-the-go situations where people might not be able to access a bathroom in order to wash their hands. Supermarkets and pharmacies would often have their hand sanitiser stocks sold out, leaving empty shelves to the consumers’ disappointment. In extreme cases, some individuals were even found to be hoarding hand sanitisers during the supply shortage, causing the prices for these products to soar. As a result, many people have been meticulously trying to find ways around this shortage by making their own hand sanitisers.

Part of this newly-adopted public interest can be attributed to many healthcare professionals recommending hand sanitisers as a portable alternative to washing your hands with soap, which is the gold standard approach. Specifically, the medical experts and the World Health Organisation (WHO) verified that hand sanitisers are also a viable and effective option to disinfect your hands as they may kill any present bacteria or viruses. This is mainly because hand sanitisers help to improve compliance with hand hygiene guidelines by making the process faster, more convenient, and instantly accessible. 

Nonetheless for whichever approach that is employed, the handwashing technique remains the critical aspect of the entire process, whereby if a person does not adhere to the correct methods, all the efforts taken would most probably be futile. Henceforth, the general best practice would be for everyone to scrub their hands with the sanitiser for a minimum of 20 seconds, with some experts even insisting at least 40 seconds. 

Importantly, when looking for hand sanitisers, it is advised for you to choose a sanitiser that contains between 60-95% alcohol. This is because the primary ingredient in hand sanitisers is alcohol. Typically, most hand sanitisers contain between 60% to 95% of ethyl or isopropyl alcohol mixed with gels like glycerin and glycol along with water in order to prevent over-drying a person’s skin. 

In addition, there are some hand sanitisers containing a compound known as benzalkonium chloride, which has been demonstrated to be able to eliminate viruses and bacteria, though not as well as alcohol-based sanitisers. In fact, benzalkonium chloride is found to be active against norovirus. However, to protect yourself against respiratory viruses like COVID-19 or the seasonal flu, alcohol-based hand rubs would be a better option. Another critical reason to stick to alcohol-based hand sanitisers is the fact that the alcohol is less likely to be contaminated compared to alcohol-free sanitisers. 

Moreover, experts also warned against the inclusion of another common ingredient called triclosan. It is believed that this specific antibacterial agent can reduce the effectiveness of a hand sanitiser and may even contribute to bacterial resistance against antimicrobial substances.  

When should you use hand sanitisers

There are many times when people should use hand sanitisers, such as before and after touching a surface that commonly comes into contact with other individuals. Such surfaces include door knobs, the handle of a shopping cart, and elevator buttons. Besides that, it is also wise to use hand sanitiser after you have handled cash, filled your vehicle with fuel, or after using a computer keyboard. Most importantly, everyone must clean their hands with hand sanitiser every time they sneeze and cough.

How to properly use hand sanitiser

When using hand sanitisers, make sure you do so the right way. First of all, it is recommended to find the instructions on the back of the bottle and follow their recommended technique. In general, this involves applying the liquid to the palm of one hand and then rubbing all over both sides of your hand until the sanitiser dries. This will take approximately 20 seconds only. However, do be careful not to wipe the sanitiser off before it gets air-dried, as this may consequently result in an ineffective disinfection process. Meanwhile, washing your hands for more than 20 seconds would help to ensure that the alcohol in the sanitiser has been given enough exposure time to any germs present. 

The pros and cons of hand sanitisers

Indeed, hand sanitisers are extremely suitable for convenient use in places that lack accessibility to sinks or other facilities for hand washing. They also minimise the risks of allergies and skin damage due to the heightened safety inspection of its ingredients.

Nevertheless, hand sanitisers do possess several limitations. They are effective at killing many viruses, microbes, and bacteria — though not entirely all of them. Specifically, numerous studies showed that hand sanitisers are active against all types of viruses except norovirus, which causes diarrhoea. Besides that, sanitisers are also unable to protect against certain types of bacteria, including C. difficile, which is responsible for causing diarrhoea. This means that while hand sanitisers serve a useful purpose, they are not a perfect cure-all.

Other than that, some hand sanitisers can leave an unpleasant residue with an uncomfortable texture for some individuals. It should also be noted that hand sanitisers could occasionally be more expensive than hand soap. 

CBD as a part of your wellness routine

While Covid-19 continues to disrupt the daily routine for many people as well as the global economy, there are nonetheless a few silver linings in the cloud whereby the pandemic has created attractive opportunities rather than problems. 

A good example of this would be the growing market for cannabidiol (CBD) products. As a matter of fact, several small businesses and entrepreneurs reported a rising demand for these products since the crisis emerged. 

There is strong evidence that CBD can benefit some people. For instance, CBD can prevent seizures in individuals with two rare diseases, Lennox-Gestalt and Dravet syndrome. Moreover, there were constant reports of CBD being able to calm people down during anxiety-inducing events such as public speaking​.

Other than that, CBD has been shown to be a great help in alleviating sleep disturbances, joint or skin inflammation, psychosis, chronic anxiety and depression, and other behavioural issues. What’s more, CBD has been demonstrated to be effective at treating symptoms presented by Parkinson’s and Alzheimer’s disease. 

What is CBD? 

It is hard to explain the marvels of CBD applications for our general wellbeing, if the public is not fully educated on what CBD is. 

To address that gap in knowledge, let’s lay down a quick definition of CBD and why exactly is it such a popular ingredient nowadays.

CBD is one of the well-known members of a class of chemical compounds called cannabinoids. This name may sound familiar because they are named after a type of plant known as cannabis. Though bear in mind that these cannabis plants are usually further separated into marijuana and hemp. Over 113 cannabinoids, including tetrahydrocannabinol and CBD, are present in this plant. 

Tetrahydrocannabinol (THC) is notorious for its psychoactive properties. This means that THC induces the “high” feeling that has shifted the public image of cannabis as an illegal drug. On the other hand, if consumers were to ask whether CBD can get them “high,” the answer would quite simply, no.

Many individuals who use CBD often report that the only change in their mental state after taking CBD is a fantastic feeling of calmness. The only way a CBD product can get a consumer “high” is when it has a high THC content, which would be illegal in most countries.

Nowadays, there are plenty of people who use CBD for the reasons mentioned above. Some of them take CBD just to improve their skin health, while others use it to improve their overall wellbeing. Indeed, CBD has seen a rise in popularity since hemp was legalised as people can now find CBD in just about everything ranging from various food and drinks like sparkling water and crackers. You can even buy skin creams and lotions infused with CBD. 

Is CBD legal?

This is a legitimate concern as CBD is extremely popular today and can be purchased in a wide variety of forms.

To clarify, cannabis, in most forms, has been made illegal in the world for a very long time, but the laws concerning CBD have changed in the last few years. Much of the early criminalisation of CBD occurred during the early 1900’s, where there was a growing fear surrounding cannabis. This was predominantly due to a lot of rumours and misinformation spread about CBD, where it was presumed that CBD contributed to irrational thinking and thus higher crime rates. However, in the 1960s, there was a notable shift in people’s feelings toward the plant as numerous studies found that consuming cannabis did not lead to violent actions. As a result, farmers were allowed to plant cannabis that are low in THC for commercial purposes over the previous decade. 

In essence, CBD is legal as long as it has been extracted from hemp, and not marijuana. To dive into greater detail, if cannabis has less than 0.2% THC, they are known as hemp. On the other hand, if the CBD product exceeds that limit, it would be classified as marijuana. In other words, this implies that if CBD has been derived from hemp, it is perfectly legal.  

Is using CBD safe?

Despite the lack of psychoactive effects and the increasing legalisation of CBD, there are still some concerns regarding how safe CBD is. 

But fret not, as several research reported that taking CBD does not lead to any serious undesirable side effects. The worst case scenario really is that consumers experience slight fatigue and nausea, and these side reactions only occur amongst those who consume large doses of CBD over a short period of time. 

According to recent studies, CBD also seems to be safe for both pets and children. Therefore, if there were any concerns with using CBD products in a house with dogs or kids, rest assured! Nevertheless, it should be noted that CBD products are not toys and so should be kept out of reach of animals and children.

Can CBD be used as a disinfectant in hand sanitisers?

A disinfectant is something that can impede or kill potentially harmful microorganisms, namely bacteria. 

To provide some background details, harmful bacteria exert its function via three primary methods. They can cause cells to clump together, disrupt the cell structure and function, or oxidize the cells entirely. With that in mind, alcohol is a popular ingredient in common disinfectants. It does the killing through the clumping method, whereby when the harmful bacteria is exposed to the right concentration of alcohol, they clump together and their membranes quickly start to disintegrate. Without the membrane structure, the bacteria will hence lose their ability to replicate and function.  

Excitingly, new studies have shown that Cannabidiol (CBD) is astonishingly effective at killing bacteria in a petri dish. In fact, CBD can also kill bacteria responsible for serious diseases, such as the methicillin-resistant Staphylococcus aureus (MRSA) and Streptococcus pneumonia. Taking this into consideration, the current research surrounding CBD shows great promise to be as effective as the commonly used antibiotics.

Nevertheless, it does not imply that consumers should be using a CBD cream or lotion to treat an infection, nor does it mean  that CBD can be a direct substitute to conventional preventative methods. In general, it would be highly advised for you to talk to a healthcare professional before starting to use it. 

Presenting their research findings at the annual meeting of the American Society for Microbiology, a study by numerous scientists from the University of Queensland suggested that CBD could be used to develop new treatments against Gram-positive bacterial infections and antibiotic-resistant bacteria. 

Homemade hand sanitisers

Numerous stores across the globe have continued to report shortages of hand sanitisers, with those that can offer them often selling these products at a high price. As a result, many health-conscious individuals are now experimenting various ways to make their own homemade versions of hand sanitisers. In fact, a quick online search will lead you to countless examples of informative do-it-yourself (DIY) hand sanitisers on platforms such as YouTube.

Making homemade hand sanitisers usually take only about a minute, with its costs being very low. The key ingredients are pure aloe vera gel and rubbing alcohol. To avoid making a sanitiser that is less effective than a store-bought version, it is advised to use extra-strength isopropyl alcohol with 91% or even higher alcohol concentration. Besides that, a moisturiser like almond oil can be added to prevent the skin from drying out. A few drops of essential oil, like eucalyptus, can also be added to make the smell of rubbing alcohol a little less harsh.

Are homemade hand sanitisers safe?

As per expert advice, DIY hand sanitisers should only be used in extreme situations when consumers are unable to access handwash soap or store-bought hand sanitisers. 

Nonetheless, homemade hand sanitisers should be perfectly safe, though improper proportions of ingredients can lead to undesirable outcomes such as:

• Skin burns, irritation, or injury
• A lack of efficacy, meaning that the hand sanitiser may not efficiently eliminate all present microbes
• Dangerous exposure to hazardous chemicals via inhalation

Furthermore, homemade hand sanitisers are also not advised for children as this poses a higher risk for accidents and injuries. 

How effective are DIY CBD-infused hand sanitisers?

In a situation where hand sanitisers are scarce, homemade sanitisers are definitely better than nothing. 

The biggest limitation of homemade versions, however, is that they do not undergo quality controls to ensure sufficient alcohol content for bacterial elimination. Although the recipe is quite simple, finding all the necessary compounds for hand sanitiser may be challenging. For example, no drinkable spirits are appropriate for making DIY sanitisers. Thus, one of the downsides to homemade hand sanitisers will be the difficulty in identifying the exact alcohol content in them. 

In addition, handmade items can be easily contaminated with the incorrect ingredients and measurements. Therefore, if a consumer chooses to make a CBD hand sanitiser at home, it is vital for them to operate in a clean space and use clean tools, whilst washing their hands consistently throughout the entire process. 

How to make CBD-infused hand sanitiser? 

Ingredients

• 1 cup of 91% isopropyl alcohol 
• 15 drops of tea tree oil (or another antibacterial oil)
• ½ cup of aloe vera gel (organic or store-bought)
• Four to five drops of CBD oil

Steps

• Pour isopropyl alcohol into a container with a drip tip

Numerous online recipes suggest using vodka instead of 91% isopropyl alcohol, but most vodkas don’t contain a high enough percentage of alcohol to be effective. Other than that, using isopropyl alcohol diluted beyond 91% will lead to a weaker hand sanitiser that does not meet the 60% minimum requirement.

• Measure and pour the aloe vera gel

In general, alcohol could cause irritation to your skin. Therefore, using aloe vera gel is a great idea to counteract that negative effect and keep your hands in a smooth condition. If consumers want to keep things natural, they can also use aloe vera gel straight from the plant itself, without having to worry about it going bad as the alcohol acts as a natural preservative. Nevertheless, individuals will need to keep in mind that natural aloe gel is thicker than its store-bought counterpart. Thus, this will make DIY hand sanitizer stickier and so they will need to rub the hands more frequently to ensure a complete absorption.

Tea tree oil is naturally antibacterial agent, so it would be a sensible choice to be added to homemade hand sanitisers. However, if a consumer is not a fan of its smell, he/she may use another type of essential oil such as lemongrass, lavender, or eucalyptus.

4-5 drops of organic and potent CBD oil should be added to the hand sanitiser concoction. 

To thoroughly mix all the compounds, stirring only will not be enough. It is recommended to use a whisk for mixing the hand sanitiser into a homogeneous gel.

• Sanitize the spray bottles and pour in the home-made hand sanitiser

It is necessary to spray some of the leftover alcohol into the bottles and leave them until the alcohol has evaporated. This is to ensure that the spray bottles have been completely sterilised before pouring in the DIY hand sanitiser.

Nobody would want any accidental ingestion of the newly made hand sanitiser. Thus, it is advised to take the time to label each bottle properly. 

What else can be added to enrich the DIY Sanitiser?

Besides the aforementioned ingredients, consumers can add a few other things to enrich their homemade hand sanitisers. 

First of all, consumers can add essential oils to add a bit of fragrance to their hand sanitisers. The most popular one would be tea tree oil, due to its purported powerful antibacterial and antiseptic properties. Other strongly scented essential oils include clove oil, eucalyptus, lemongrass, peppermint and orange oils. 

Other than that, many individuals would typically also add vegetable gelatin, glycerin, or Vitamin E to keep their hands moisturised. That is extremely useful since cracks in the skin can increase the risk of bacterial infection. Besides that, adding an emollient will prevent the DIY hand sanitiser from drying out the skin and help to maintain smooth hands.  

If one cannot find isopropyl, they can try to look for ethanol, which is also useful in killing microbes. If an individual does plan on using ethanol, they must make sure that the end solution is made up of 70% ethanol. Another important point to remember is that individuals should not use denatured ethanol for DIY hand sanitisers.

How to choose CBD oil to infuse a DIY sanitiser

Today, CBD products may not be adequately regulated, implying that it can be challenging to understand whether a consumer is buying a high-quality product. 

Overall, the quality of CBD is a crucial factor that will finally determine its effectiveness and safety. As poor quality CBD oil may include harmful toxins, consumers therefore must keep this in mind before making a final purchase. 

Experts strongly advised to search for CBD extracted from organic hemp, as it is normally subjected to strict agricultural regulations. Natural ingredients mean a consumer is less likely to find heavy metals, harmful pesticides or other toxic chemicals in their CBD products. 

The origin of CBD matters

Although CBD is a natural compound, its quality of the oil is greatly dependent on its origin and source. It should be noted that hemp plants are believed to be “hyper-accumulators.” This means that the plants’ roots are notable natural absorbents with a tendency of taking in all the toxins present in the soil where it is cultivated.

Thus, if CBD has been extracted from hemp plants that were farmed in well-treated and fertile soil, it will most likely be pure and of high quality. In a different scenario where the hemp plants were grown in an area full of heavy metals such as lead or mercury, the extracted CBD oil will contain high levels of toxins. It may even be unsafe or harmful for consumption. Hence, accredited and reliable manufacturers will only source hemp plants cultivated in rich and furtive soil so that the consumers enjoy the best possible value from the final CBD product.

To sum up, the quality of all CBD products relies heavily on its source of cultivation. Indeed, the general rule-of-thumb would be to use raw materials that are of the highest standard.

The main issue associated with the reliable extraction method is that it typically requires expensive equipment and considerable production expertise. This is always accompanied by the higher pricing of the final item, resulting in a sharp contrast with cheaper extraction methods. That is why the extraction method needs to be the critical decision factor when searching the marketplace for CBD oil.

Less reputable producers may use questionable extraction processes to reduce production costs. The critical issue here is that cheaper extraction methods usually require the use of toxic solvents, such as pentane, propane, hexane, and butane. Such solvents are regarded as hydrocarbon gases and can be detected in petroleum, while propane and butane are also used in gas stoves.

Many scientific research studies have proven that CBD oil must be extracted by means of what is known as a supercritical carbon dioxide (CO2) extraction method. It is often regarded as extremely safe and environmentally-friendly as it virtually uses no toxins at all. 

How to use the CBD product lab reports as a guidance for selection?

All CBD products brought to market must undergo independent third-party lab testing. Lab testing is vital because it shows the initial concentration of CBD. They will also show whether CBD oil contains several additional cannabinoids, such as CBC, CBG, and CBN.

Moreover, third-party lab reports also provide an opportunity to confirm the THC levels in CBD items, which should be equivalent to or under 0.2%. High-quality CBD oil must be organic, free from pesticides and 100% natural. If there are any pesticides listed on the report, this is a notable red flag that consumers are advised to refrain from purchasing this product.

Besides that, it is never a good sign for the CBD oil to have a living organism in its content, so this is another thing to watch for when reviewing lab reports. Finally, chemical solvents are critical elements to look for in third-party lab reports. If there are any traces of glycols like polyethene glycol or propylene glycol, customers must discard the associated products immediately. This is because these solvents can cause cancer and damage physical and mental health over time.

Meanwhile, the concentration of CBD oil also matters as a higher concentration delivers more significant results. Therefore, it is advised to choose oils with the strength of CBD such as 100mg, 150 mg, 200mg, and 400mg that will help create a germ-killing solution to keep you and your family healthy. 

How to use homemade sanitisers

There are two things to take note when using a DIY hand sanitiser. First of all, if your hands are dirty or greasy, you should wash them first with soap and water. Secondly, bear in mind that consumers need to rub a hand sanitiser into the skin until the hands are dry.

It is important to keep your hand sanitisers away from heat as this substance is flammable. Thus, it must be kept away from spark, flame, or temperatures above 40° C. 

When using this product, consumers will also need to avoid substance contact with eyes. It is also necessary to stop the use of handmade sanitisers if irritation and redness develop. Also it is essential to check this product with a healthcare professional before getting started. 

Here are some CBD items to name a few that meet the above-mentioned criteria to be used for making a CBD-infused hand sanitiser:

Anastasiia Myronenko

Anastasiia Myronenko is a Medical Physicist actively practicing in one of the leading cancer centers in Kyiv, Ukraine. She received her master’s degree in Medical Physics at Karazin Kharkiv National University and completed Biological Physics internship at GSI Helmholtz Centre for Heavy Ion Research, Germany. Anastasiia Myronenko specializes in radiation therapy and is a fellow of Ukrainian Association of Medical Physicists.

Cannabidiol (CBD) is one of more than 113 cannabinoids of cannabis plants. Usually, CBD products contain CBD extracted from CBD-rich hemp, rather than THC-rich marijuana. Therefore, CBD products contain trace amounts or no THC. The laws on CBD products vary per country, but in the UK and most EU countries, the THC level is 0.2%; while in the US, it is 0.3%. Cannabidiol can interact with the body’s endocannabinoid system (ECS), a complex, cell-signalling biochemical communications network. Such an interaction has a beneficial effect and helps restore inner balance. CBD has potential anti-inflammatory, antioxidant, antiemetic, anxiolytic, and neuroprotective properties. There are CBD-based medications and supplements used to relieve the symptoms of various disabilities, such as epilepsy, behavioural problems, autism spectrum disorder, multiple sclerosis. CBD products are available in many forms, such as CBD patches, vaping, tinctures and oral sprays, capsules and softgels. To buy high-quality CBD products, you need to check for a Certificate of Analysis (COA). Alphagreen takes inclusivity very seriously. For that reason, the brand’s website has a user-friendly profile and its content, colour and orientation can be adjusted to specific needs.

The World Health Organisation (WHO) defines disability as “a problem in body function or structure, an activity limitation, […] difficulty in executing a task or action; with a participation restriction”. Disabled persons make up 14.1 million of the UK’s population of 66 million. 8% of children are disabled; 19% of working-age adults are disabled and 44% of pension age adults are disabled. In addition, the WHO identified that worldwide, there are around 2 billion disabled people, equating to 37.5% of the world’s population.

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Statistics aside, there are always new therapies under investigation to help improve the quality of life of all disabled people. One of the entirely natural, plant-derived alternative therapies that hold endless therapeutic potential is cannabis. In particular, cannabidiol, the cannabis-constituent, is under constant exploration among scientific communities, owing to its medicinal properties and its possible use for numerous health conditions as an alternative to mainstream pharmaceuticals. In a similar vein, companies like ourselves here at Alphagreen are increasingly acknowledging the pressing need to improve and adapt their goods and services to accommodate disabled individuals.

Throughout this read, we will be exploring CBD in all of its glory and how it may be able to help with various disabilities. Not only that, but we will be reviewing how we at Alphagreen strive to make our CBD marketplace an inclusive and disability-friendly platform.

To explain what CBD is requires us to go back to the beginning. Today, CBD products pervade the wellness market and are wildly popular among wellness fanatics around the world. This constituent of cannabis has garnered attention and endorsement from celebrities to scientists.

Cannabidiol (CBD) is one of the 113 cannabinoids present in Cannabis. Specifically, it is a cannabinoid found in one of the numerous strains of cannabis, known as cannabis Sativa. The latter is made up of two varieties: hemp and marijuana.

All the CBD products you see on the market are extracted from hemp, rather than marijuana. The reason for this is due to the naturally higher concentrations of cannabidiol in hemp. It also has to do with the law: marijuana remains a controlled substance in many parts of the world. Within marijuana, THC is the most prevalent cannabinoid. THC, or Delta-9-tetrahydrocannabinol, is a cannabinoid, like CBD. The distinguishing factors between them are multiple, the main one being that THC induces euphoric, mind-altering effects when consumed, known more commonly as a “high”. Marijuana is invariably used for recreational purposes, whereas hemp is used more medicinally; hence it is often called “industrial hemp”. Hemp is used to extract CBD where it isn’t legal to do so with THC-rich marijuana.

As a result, CBD products contain only trace amounts or zero THC, to cater to legal restrictions which limit the amount of THC featured in a product (more on this later).

As we mentioned, there are hundreds of other cannabinoids occurring in cannabis Sativa. Some of the other main phytocannabinoids include Cannabichromene (CBC), Cannabinol (CBN) and Cannabigerol (CBG). Cannabinoids aside, cannabis Sativa also contains a host of other phytochemicals and compounds. Such compounds include terpenoids, flavonoids, vitamins and fatty acids, each of which are accompanied by their own set of benefits that are great for our wellness.

When these compounds work together, their synergy produces what is known as the “entourage effect”. It is thought that this cannabis synergy produces better therapeutic outcomes than the cannabinoids or compounds could achieve by working alone; such that CBD isolate products are not as popular as their full-spectrum or broad-spectrum counterparts, since they only feature pure cannabidiol. Full and broad-spectrum CBD extracts, however, both contain a blend of cannabinoids, terpenes, flavonoids, vitamins and fatty acids – allowing for maximal synergy.

Cannabidiol is capable of stimulating changes in the body; it does so by interacting with a complex, cell-signalling biochemical communications network called the endocannabinoid system (ECS).

The ECS is a system made up of endocannabinoids (cannabinoids naturally made in the body), cannabinoid receptors and enzymes. Its function is to regulate a number of bodily processes and responses.

It is behind things like cognition, memory, sleep, appetite and mood, among other things. Overall, its function is to achieve homeostasis, or stable conditions, in the body.

Our CB1 and CB2 cannabinoid receptors are naturally present throughout the body. CB1 receptors are found in the central nervous system and regulate processes related to our mental health and stress responses; CB2 receptors prevail in the peripheral nervous system and modulate inflammation and pathogens. When we take a cannabinoid, it engages with our endocannabinoids and influences the way they bind with our CB1 and CB2 cannabinoid receptors. While THC has a strong affinity for both cannabinoid receptors and seems to attach itself directly to them; CBD appears to exert its effects on the endocannabinoid system through indirect actions, and may also have activity on other neurotransmitter systems. The exact way that CBD influences our ECS remains a subject of research.

CBD Safety and Adverse Effects

Cannabidiol is entirely safe for human consumption, as confirmed by none other than the World Health Organisation, in a report published in 2018.

Reviews through the years have corroborated each other’s findings that CBD’s most commonly reported side effects were fatigue, headaches, diarrhoea and changes of appetite and/or weight. Despite these effects, it has been invariably concluded that in comparison with a number of drugs used to treat medical conditions, CBD has a better side effect profile.

CBD Legality

As we said before, laws on CBD products are steeped in restriction. These laws vary per country, but in the UK and many EU countries, the THC limit is 0.2%; whilst across the US, it is federally capped at 0.3%.

As time goes on and the therapeutic successes of CBD are increasingly recognised, more and more countries are relaxing their laws on cannabis.

In fact, very recently, the European Union’s high court pronounced that under an international drug treaty, CBD derived from the entire hemp plant is not a narcotic and is therefore subject to EU law on the free movement of goods among member states. This landmark reinterpretation of the 1961 U.N. Single Convention on Narcotic Drugs sets a precedent for the regulation of hemp-derived CBD products in Europe and could lead to a shift in how CBD extracts are produced.

Other recent waves in the cannabis industry include Mexico’s approval of legislation to establish a hemp and marijuana marketplace, meaning it may become the third country to legalise cannabis for both industrial and recreational use. The Mexican Senate proposed a 1% THC limit for hemp and called for the creation of a new government agency to regulate the cannabis market.

Israel has also very recently declared its plans to lift the ban on recreational cannabis within the next 9 months. According to the new law, people aged 21 and older will be allowed to purchase cannabis, exclusively in specialised stores. They will be required to show identification. Consumption in public spaces will not be permitted; nor will home-growing of the plant without a license. It will also be illegal to try and enter or leave the country in possession of cannabis.

Therapeutic potential and successes of CBD

Over the years, several therapeutic properties have been attributed to cannabidiol. This cannabinoid is thought to be:

• Anti-inflammatory. CBD is thought to work with our CB2 receptors in modulating the occurrence of inflammation throughout the body. CBD intake has been linked to reduced inflammation in the skin, muscles, joints and gut. Due to its capacity to reduce inflammation, it has also been branded an “analgesic”.
• Antioxidant. Put simply, CBD is purported to help us fight oxidative stress, which occurs when the body has an imbalance of free radicals to antioxidants. In this regard, CBD might play a role in preventing chronic health conditions that originate from long-term oxidative stress.
• Antiemetic. Cannabidiol has been seen in numerous studies to suppress nausea. It has even been suggested as a potential remedy for chemotherapy-induced sickness.

• Antidepressant. Anxiolytic and antipsychotic. A considerable number of studies have postulated that this cannabinoid can positively influence our mental health and mood. It has been found to reduce anxiety and its associated disorders; as well as buoy our moods and alleviate symptoms of psychosis. Its capacity to manage our mental health owes to its interaction with our neurotransmitters like Serotonin and dopamine; as well as our stress hormone, cortisol.
• Neuroprotector. CBD may help defend us against neurodegenerative disorders and potentially delay those that have already set in, like Parkinson’s, Huntington’s and Alzheimer’s Disease.

CBD for Epilepsy

As well as all the above properties, CBD has been tried and tested in a multitude of studies as an anticonvulsant, with great success. In the face of all the highly compelling and indisputable evidence that CBD oversaw a considerable reduction in seizure occurrence, a Cannabidiol-based drug began being manufactured and was subsequently approved for prescription use in the US by the FDA, in 2018. Epidiolex was approved for use among patients suffering from stubborn and treatment-resistant forms of epilepsy; namely, Dravet syndrome, Lennox-Gastaut syndrome and Tuberous Sclerosis Complex. To date, this is the only FDA-approved drug that contains a purified drug substance derived from cannabis.

In simple terms, CBD works with both our CB1 and CB2 cannabinoid receptors to reduce seizures. It may engage with CB2 receptors to modulate and reduce neuroinflammation and work with our CB1 receptors to control and regulate neuronal activity in the brain. One review declares that CBD oil can help to safeguard our neurons. Essentially, cannabidiol blocks any toxins from penetrating and infecting the neurons. Toxin levels that are too high contribute to a higher rate of seizures. Moreover, CBD’s positive impact on sleep and anxiety, two other key factors in causing seizures, make it a worthy, natural alternative or supplement to anti-epileptic drugs (AEDs).

CBD for Intellectual Disability & Severe Behavioural Problems

There are some reports and literature to suggest that there may be a legitimate role for cannabis in the treatment of severe behavioural problems (SBP) in young people with developmental disabilities. Some common characteristics in people with SBP include aggression, self-injury, agitation, mood changes, screaming and banging objects. As a result, a main course of action for patients is a course of antipsychotics, which have side effects of their own that leave young people even more vulnerable to chronic illnesses. There is also limited evidence testifying to the efficacy of antipsychotics for young people suffering from SBP, while CBD could provide benefits with minimal adverse psychological effects.

One trial investigated the safety of orally-administered CBD in children aged 8–16 years with ID and SBP, by assessing adverse event signals. This study’s main objective was to chart any signals of behavioural change in participants treated with CBD, via a parent-reported behavioural questionnaire both pretreatment and post-treatment. The pilot study, conducted by the Murdoch Children’s Research Institute (MCRI) and published in the British Journal of Clinical Pharmacology, recorded a clinically significant change in participants’ irritability, aggression, self-injury and yelling. The CBD was also found to be safe and well-tolerated by most study participants.

These preliminary findings strongly support a follow-up trial with a larger sample size so that definitive conclusions can be drawn, as only a large scale randomised controlled trial can produce the definitive results necessary to drive changes in prescribing and clinical care guidelines. The researchers of this study are therefore planning a larger study to substantiate their initial findings.

CBD for Autism

It is thought that CBD may assist in the management of some of the most common symptoms involved in autism spectrum disorder (ASD), such as aggression, anger, self-injurious behaviours, anxiety, sleep dysregulation, trouble with social interactions and seizures (a common co-occurring symptom of autism, such that ASD is often linked to epilepsy).

One recent observational study, which investigated 18 autism patients, declared in its conclusion that its own results “corroborate[s] the notion that the range of therapeutic benefits of CBD-enriched [cannabis Sativa extract] extends to several distinct autistic symptoms, even in non-epileptic patients.” Furthermore, another recent review suggested CBD may be a viable candidate for the treatment of autism. Largely, reports on CBD as a remedy for ASD are anecdotal, which isn’t to say they shouldn’t be taken seriously; rather, these reports underscore the need for more studies and research to substantiate already-collected data.

Like we saw earlier, patients with autism are typically given medication which may include antipsychotics; given CBD’s credential as a potential antipsychotic agent, this cannabinoid has been elected as an alternative for numerous patients with autism, as a natural alternative to mainstream pharmaceuticals which often cause debilitating side effects.

CBD for Multiple Sclerosis

As previously mentioned, CBD may act as a neuroprotector. It thus may be useful in the management of one highly prevalent neurodegenerative disorder that results in physical disability: Multiple Sclerosis. It was reported to assist with some of the most commonplace symptoms that characterise this disability, namely: spasticity, pain, inflammation, fatigue and depression. It indicated that these outcomes would indirectly aid mobility. This same review reported that approximately two-thirds of patients decreased their use of antianxiety (72%), migraine (67%), and sleep (65%) drugs following intake of medical cannabis, which significantly exceeded the reduction in antidepressants or alcohol use.

There’s a medically-approved cannabis-based treatment called Sativex, which was found in one study to greatly reduce spasticity compared to a placebo. This study also illuminated that there were no significant adverse effects on cognition or mood brought on by this treatment. That said, it may not dull every symptom of MS. In England and Wales, Sativex is available on the NHS for ‘moderate’ to ‘severe’ spasticity (muscle spasms and stiffness), in the instance that other treatments haven’t worked.

The exact mechanism by which cannabidiol improves MS remains a subject of investigation, but it is clear that it can help with some of the byproducts of this disability, like inflammation and anxiety.

Different ways to take CBD

We will now take you through some of the most recommended routes of administration for CBD; the time taken for their effects to kick in; the duration of the effects and their bioavailability. Bioavailability refers to the degree and rate at which a substance is absorbed into the bloodstream. Different delivery methods for CBD have different degrees of bioavailability, so keep reading to see how different methods of consumption compare.

CBD patches

Bioavailability: Transdermal administration avoids the first-pass metabolism effect that is associated with the oral route; it instead is delivered directly to the bloodstream, thus maximising the cannabidiol’s bioavailability. It may be as high as 40% when delivered this way. A CBD patch works by providing a controlled supply of CBD, that works throughout the day.

Approximate time taken to kick in: 30 minutes is thought to be the time taken for the effects to set in.

Duration of effects: The patch usually remains on your skin for 24 hours and it keeps the patch working for 8 to 12 hours on average. Other sources believe effects may last up to 24 hours. Patches allow a steady infusion of CBD to be delivered over a prolonged period of time, while also minimising the adverse effects of higher drug peak concentrations.

Vaping

Bioavailability: Some medical studies reported bioavailability rates between 34–46%, and others said it may be up to 56%, casting inhaled CBD as one of the most effective – if not the most effective delivery method.

Approximate time taken to kick in: Vaping is among the fastest ways to absorb CBD, given its direct route to the bloodstream via the lining of the lungs. You may start feeling the effects in as quickly as 10-20 minutes.

Duration of effects: Duration is thought to be somewhere between 1 and 3 hours.

Tinctures and Oral sprays

Bioavailability: Reported rates range from 12%-35%, which is significantly higher than oral consumption. The reason it is much speedier is due to its evasion of the digestive tract; the only enzymes that break down and degrade the CBD are those found in the mouth’s saliva. Moreover, the sublingual gland, beneath the tongue, is pretty much a direct route to the bloodstream. Orally ingested CBD, however, has to undergo the digestive processes, which renders it less bioavailable than it could be via other consumption methods.

Approximate time taken to kick in: Around 20-40 minutes.

Duration of effects: The effects brought by sublingual administration may last around four hours.

Bioavailability: There is discordance amongst studies about the bioavailability of orally-taken CBD: one study in 1986 reported a bioavailability rate of 6%, while a 2009 study placed it between 4% and 20%.

Approximate time taken to kick in: This totally depends on how you consume it, your metabolism and other biological factors like your age and weight. If taken on an empty stomach, effects may kick in as quickly as 30 minutes after consumption. If you swallow a capsule or consume an edible like a gummy or chocolate, it may be 90 minutes before the CBD oil begins to work. However, if you’re taking a large meal that has been infused with CBD, expect to wait up to one or two hours before you feel anything.

Duration of effects: Though oral administration takes the longest to kick in, it’s also known for being the longest lasting. Taking CBD orally could extend the effects for a total of six hours. Some studies claim the effect duration varies from 8 to 20 h.

Word to the Wise

If you are considering this cannabis-derived organic alternative for yourself or someone else who suffers from a disability, there are a number of things to do before making that potentially life-enhancing purchase:

• If you are on medication for a health condition or disability, we highly recommend that you speak to your doctor or healthcare provider before taking up a CBD regimen. CBD runs the risk of interacting with some medications, so it is always best to be given the green light by a professional before you go ahead.
• Check for a Certificate of Analysis (COA). This will highlight all the cannabinoids and terpenes that have gone into your CBD product, as well as any other elements that may be present. This document also confirms that the batch of CBD has undergone examination by a third-party laboratory that is detached from the CBD outlet and thus has no biases. Attached to every product on our website is a COA so that you can verify the safety of your product yourself.
• Remember that CBD is an alternative, not a replacement! No CBD product is designed to substitute any vital medication you have been instructed to take by your doctor. It should also not be used in place of a healthy diet; rather, it should serve as a supplement to one.
• If you are pregnant and have a disability, or you are breastfeeding, you should refrain from taking CBD. Seek medical advice regarding the best course of action, as it remains ambiguous how CBD may affect developing foetuses or the quality of breastmilk.

Alphagreen: a disability-friendly platform?

At Alphagreen, inclusivity is something we take very seriously. For that reason, we have ensured that our website fully complies with the accessibility criteria for those with disabilities. Just look for the disabled icon in the bottom left-hand corner of our website, and you will have the option to alter the layout or visual presentation to meet your specific needs. Some of the different functions available are:

• Seizure safe profile
• Visually impaired profile
• Cognitive disability profile
• ADHD-friendly profile
• Blind user-friendly profile / screen-reader
• Keyboard navigation
• Content adjustment (changing the way the website’s writing appears, such as the font, text size, titles, alignment, spacing and height)
• Colour adjustment (changing the contrast and saturation of the website’s colours)
• Orientation adjustment (muting sounds, blocking images, adjusting the cursor and focus)

We are therefore fully compliant with the following criteria:

• Ensuring that every action that can be done with a mouse can also be done using just the keyboard – from hovering to clicking.
• Enabling screen-readers to properly interpret the website.
• Enabling users with disabilities to visually adjust the website’s design to their specific needs in a matter of seconds.
• Including a built-in dictionary/glossary to ensure they fully comprehend the website’s content.

In addition, our website is packed with accessible, alternative healthcare products that are accessible to everyone and their unique needs.

Final thoughts

Like many areas of CBD research that are still lacking, CBD for disability is one of them. While studies have been done, we still have some way to go before we are able to definitely verify the efficacy of CBD for different disabilities. That being said, studies carried out thus far demonstrate undeniable promise as far as the use of cannabidiol for different disabilities, warranting further research in how this cannabinoid might vastly improve the quality of life for disabled individuals.

Here at Alphagreen, we will always strive to evolve our goods and services to be as inclusive as possible, so that the marvellous benefits of CBD are made entirely accessible and can be enjoyed by anybody, irrespective of their physical or mental condition.

Anastasiia Myronenko

Anastasiia Myronenko is a Medical Physicist actively practicing in one of the leading cancer centers in Kyiv, Ukraine. She received her master’s degree in Medical Physics at Karazin Kharkiv National University and completed Biological Physics internship at GSI Helmholtz Centre for Heavy Ion Research, Germany. Anastasiia Myronenko specializes in radiation therapy and is a fellow of Ukrainian Association of Medical Physicists.

While prohibition and regulatory restrictions have impeded progress in the past, the legal market within the cannabis industry is rapidly emerging, as more jurisdictions begin to legalise medical use. This movement is driven by efficacy, allowing medicinal cannabis products to gain traction with the medical community and general population, as well as removing the stigma surrounding the plant.

Aside from healthcare, cannabis plants also have applications in textiles, recreation and beauty. Because of these factors, the global legal cannabis market is expected to double in size over the next five years and is estimated to reach a value of $103.9b USD by 2024. This growth in revenue will be driven by the increasing adoption of cannabis-based medicines in the treatment of conditions such as chronic pain, cancer and epilepsy.

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Medical cannabis vs recreational cannabis

Medical cannabis, also known as medical marijuana (MMJ), is a plant-based medicine made from the cannabis plant that is prescribed by physicians. The average cannabis plant contains close to 120 cannabinoids, which are pharmacologically active compounds that are associated with the therapeutic benefits of cannabis consumption. The most well-known cannabinoids are tetrahydrocannabinol (THC) and cannabidiol (CBD).

Cannabis plants that are used for medical purposes must comply with strict regulations and adhere to Good Manufacturing Practices (GMP). The current standard for medical cannabis in most jurisdictions is compliance with EuGMP. Medical cannabis is typically grown in controlled environments and then undergoes rigorous testing to ensure that the product is high-quality and free of contaminants, such as pesticides and mould.

Medical cannabis can further be separated into pharmaceutical cannabis and nutraceutical cannabis. Pharmaceutical cannabis refers to analysing the pharmacological properties of the plant and its phytochemicals to create medicines that are able to treat specific disease symptoms. Nutraceutical cannabis refers to cannabis-derived dietary supplements that are taken to improve one’s health and contribute to wellness.

The nutraceutical market is popular and looks set to grow even bigger, estimated to reach a value of $722.49b USD by 2026. The most common cannabis nutraceuticals are CBD-infused products such as CBD oil, powder (isolate), capsules, edibles (e.g. gummies) and even beverages. It is estimated that the market for CBD-infused products will reach a value of $22b USD by 2022.

Recreational cannabis refers to cannabis that is bought for adult-use or non-medical purposes. It is typically higher in THC than CBD, due to the psychoactive effects that THC provides. While recreational cannabis can still be high-quality, it normally isn’t held to the same stringent regulations or testing.

Medical cannabis is legal in the US, Canada, Australia, New Zealand and 22 European countries (including the UK and Germany), while recreational cannabis is largely considered illegal in most countries. The exceptions to this are Canada and 11 states, 2 territories and the District of Columbia (DC) in the US.

CBD – benefits & uses

Although there are a variety of medical cannabis products on the market, the ones that are most commonly used are ones that contain CBD. Products that contain CBD are also associated with a wide range of therapeutic benefits and less undesirable side-effects when compared to other medical cannabis products, such as dry flower.

But what is CBD? The acronym CBD stands for cannabidiol, a molecule known as a cannabinoid. CBD is specifically a phytocannabinoid, meaning that it is found entirely within the cannabis plant. In contrast, the term endocannabinoid is used to define cannabinoids produced within the body by the endocannabinoid system (ECS).

CBD isn’t just found in the cannabis plant, however. Hemp plants also contain high concentrations of CBD and are often preferred over cannabis when it comes to extracting CBD to make products. Hemp is usually easier to cultivate and make products from due to legislation (such as the 2018 US Farm Bill), but the chemical composition is another reason.

The main difference between CBD extracted from either plant is the presence of other cannabinoids and chemical compounds. Typically, CBD extracted from cannabis plants contains CBD with a mixture of other compounds, such as THC. Hemp-extracted CBD will usually consist of CBD, with only trace amounts of THC (< 0.3%). This is helpful for consumers wanting to experience the benefits of CBD while avoiding THC, and there are a few different reasons why you may wish to do so.

THC is another phytocannabinoid and is a psychoactive compound that is responsible for the ‘high’ associated with cannabis. While cannabis consumption is normally linked to feeling ‘stoned’, not all cannabinoids contribute to the high. CBD is non-intoxicating and only mildly psychoactive. This means that CBD products allow the consumer to receive a lot of the therapeutic benefits of cannabis without any of the intense psychoactive effects, such as an impairment in motor functioning, memory and judgement.

One of the main reasons there is a lot of interest in CBD products is the wide variety of health benefits that CBD has been associated with. The major condition that CBD has been effective in treating is pain. Some of the pain conditions that CBD has been effective in managing include inflammatory pain, neuropathic pain and central pain, which all fall under the umbrella of chronic pain.

The way CBD relieves pain is by inhibiting the release of inflammatory proteins. As such, CBD displays anti-inflammatory properties which make it useful in managing conditions such as arthritis and other joint-related problems.

Anxiety and insomnia are two other health concerns which CBD has seen some success in treating. There is research to suggest that CBD produces significant anxiolytic effects and can cause a reduction in anxiety symptoms. While CBD’s effects on sleep are not yet fully understood, it has proven to be an effective sleep aid. This is mainly due to its ability to treat conditions that are comorbid with insomnia, such as anxiety and pain.

Lastly, there is lots of interest in CBD’s ability to alleviate the symptoms of epilepsy. While the mechanism of action is still undergoing research, CBD has displayed the ability to reduce the frequency and duration of the seizures that epilepsy is characterised by. CBD has also shown promise in neuroprotection, inhibiting the growth of tumours and managing acne, amongst others.

Full-spectrum CBD vs CBD isolate

As there is plenty of interest in CBD and its related health benefits, innovation has lead to a variety of different CBD products hitting the market. CBD oil, tinctures, topicals, capsules and edibles can all be found in places where CBD is legal. This diversity of products is great for consumers as it enables them to choose the product that’s exactly right for their needs or the one they find most effective.

While this variety of products can be daunting to CBD newcomers, the main distinction that consumers should know is the difference between products that contain full-spectrum CBD and products that contain CBD isolate.

Full-spectrum CBD refers to products that contain CBD in conjunction with other compounds that are collected in the extraction process. Terpenes, flavonoids and other cannabinoids such as THC, THCa, CBG and CBN are just some of the additional compounds that can be found in full-spectrum products.

The wide-ranging effects of cannabis are not just the responsibility of one molecule. The ‘Entourage Effect’ describes the way in which numerous cannabinoids, terpenes and flavonoids work together synergistically and contribute to a range of therapeutic effects. Consumers choosing full-spectrum products do so in order to experience additional benefits (e.g. the ones associated with THC) and not just the ones that CBD can provide.

Full-spectrum CBD that is extracted from hemp plants typically contains a lower concentration of other cannabinoids, terpenes and flavonoids than CBD extracted from cannabis plants. As mentioned earlier, hemp plants only contain trace amounts of THC (< 0.3%), and therefore any hemp-derived products are unlikely to contribute any psychoactive effects, regardless of whether they are full-spectrum or not. As many countries do not allow the sale of products with a THC content higher than 0.2%, this is often seen as a positive.

There is also a category of CBD products that are labelled as ‘broad-spectrum CBD’. This term refers to products that contain a wide variety of additional compounds, such as the ones found in full-spectrum products, but contain no traces of THC.

In contrast, CBD isolate products are pure CBD. This composition is the one that is most commonly used in clinical trials involving cannabidiol. CBD isolate normally comes in the form of a colourless and odourless powder and can sometimes be found in crystal form, but this is less common.

This powder is produced by removing any additional compounds from full-spectrum CBD extracts, leaving just the CBD powder behind. CBD isolate is usually ingested directly or used as a food additive. Consuming CBD isolate sublingually is the fastest and most efficient method of absorption.

Full-spectrum CBD products provide a wider range of benefits than CBD isolate, mainly due to the number of additional compounds. While this is the case, more is not always better or suitable for everyone. Consumers looking for a specific therapeutic benefit that CBD provides should stick to using CBD isolate in order to avoid any unwanted side-effects. CBD isolate is also becoming popular amongst athletes and other professionals who receive frequent drug testing due to the absence of THC.

In order to create these CBD products, all the relevant components must be extracted from either hemp or cannabis plants. The main compounds that are extracted from these plants in order to create a product are cannabinoids, such as CBD and terpenes, which are responsible for how the plants taste and smell.

While the goal of extraction is to collect these molecules, the other objective is to avoid collecting any undesirable materials, such as fats, waxes and chlorophyll. The process by which these undesirable elements are removed is known as ‘winterisation’. It involves the filtration of the crude oil extract until all these elements have been removed, leaving behind a refined product.

The remaining product can then be refined further in a process known as short path distillation. This is a similar process to winterisation but involves an additional heating step, where different boiling points are utilised in order to isolate specific compounds.

Below is a summary of the main methods for CBD extraction, with the pros and cons of each method detailed.

This method involves the use of supercritical carbon dioxide to extract CBD oil from the plant material. To obtain supercritical CO2, different temperatures and pressure are applied to gaseous carbon dioxide until it is converted into a supercritical liquid. This supercritical CO2 contains the properties of both a gas and a liquid, which is why this process is sometimes referred to as Supercritical Fluid Extraction (SFE).

At the start of the extraction process, one pressurised chamber will contain the supercritical CO2, while a second chamber contains hemp or cannabis plant matter. The CO2 breaks down the hemp or cannabis, causing CBD and other compounds to separate from the plant material. This CO2 is repeatedly pumped through the extraction vessel at a sustained pressure until all the desired compounds are collected.

One this process is completed, the supercritical CO2 is converted back into a gas, leaving behind a highly concentrated resin. This resin can undergo further refinement, and its potency is easily modifiable, allowing the creation of CBD products with specific concentrations.

Although this process is quite expensive due to the need for specialised equipment, it is the preferred method of most CBD product manufacturers. It’s an extremely efficient and safe process, capable of producing extracts with high concentrations of CBD.

Steam Distillation

This method involves the use of steam to extract CBD oil from the plant material. The hemp or cannabis material is contained within a flask that has an inlet and an outlet. The inlet connects to a separate flask containing water, while the outlet connects to a condenser tube.

The flask that contains water is heated until the water starts to boil and releases steam. This steam travels into the flask that contains the plant matter and separates the vapours that contain CBD oil. The oil and water mixture is condensed in the condenser tube and later distilled to extract the CBD oil from the water. 

Steam distillation is a method with a long history of use but is no longer the preferred method for CBD extraction, due to its inefficiency. This method requires a significantly larger amount of plant material than CO2 extraction, and the specific CBD concentrations are more difficult to modify. There is also the potential that if the steam is too hot, it can damage the extract and alter its chemical composition by overheating cannabinoids.

This method involves the use of a solvent to extract CBD oil from the plant material. This is a similar method to steam distillation as it creates a mixture of CBD oil with a solvent (water in the case of steam distillation). This mixture undergoes evaporation, leaving behind a pure CBD oil.

The solvents typically used in this process are either hydrocarbons (e.g. petroleum, butane or propane) or natural solvents (e.g. ethanol or olive oil). Solvent extraction is much more efficient than steam distillation, but it also comes with some risks.

Hydrocarbon solvent residue can be toxic and carcinogenic if they turn up in CBD products. This occurs when the solvent residue isn’t entirely eliminated in the evaporation step, which is uncommon but can still happen. To avoid the presence of any toxic residues, natural solvents can be utilised, but these also have some negatives.

When using natural solvents such as ethanol, molecules such as chlorophyll can be extracted along with the CBD, giving the extract an unpleasant taste. This isn’t such a problem for products such as CBD capsules or topicals but has a huge impact on edible and inhaled CBD products, such as gummies and vape juices.

The biggest issue with natural solvent extraction is that the extract typically contains smaller concentrations of CBD than extracts produced via the other methods. This is mainly due to the fact that natural solvents don’t evaporate as easily as the other mediums that are used more commonly.

Extraction Method	Pros	Cons
Supercritical CO2 Extraction	High efficiency High CBD concentrations Easily modifiable concentrations No toxic residue	Expensive equipment Complex system to learn
Steam Distillation	Inexpensive No toxic residue	Inefficient Inconsistent CBD concentrations Potential for overheating
Hydrocarbon Solvent Extraction	Efficient Inexpensive Consistent CBD concentrations	Potential for toxic residue Scrutinised by legislators and regulators
Natural Solvent Extraction	Efficient Inexpensive Easily scalable	Low CBD concentrations Extracts chlorophyll Flammable – fume hood required

After extraction, you are normally left with a ‘full-spectrum’ CBD extract. In order to obtain CBD isolate, this extract will undergo further filtration and boiling until all other compounds are removed. Either of these extracts are then added to other substances to create new CBD products. For example, CBD oils and tincture typically consist of a CBD extract mixed with a carrier oil, such as hempseed oil or coconut oil.

The main reason that CBD is diluted with carrier oil is to improve the absorption of the CBD by the gut. The body’s gastrointestinal tract (GIT) has two separate pathways for absorption: a water-soluble pathway and a fat-soluble pathway. Water-soluble compounds can traverse the lining of the gut and enter the bloodstream but fat-soluble compounds such as CBD cannot. c

Fat-soluble substances have to be packaged into micelles that enter the bloodstream through the lymphatic system. When CBD is ingested alongside other fats (e.g. carrier oils), a signal is sent to the rest of the body to prepare for fat absorption. This priming effect ultimately increases the amount of CBD that your body can absorb.

Some other reasons that manufacturers use carrier oils are that they make dosing CBD more accurate and consistent as well as providing additional health benefits. For example, coconut oil has anti-bacterial and anti-fungal properties, while olive oil can reduce cardiovascular disease risk.

Below is a summary of the most popular carrier oils, with pros and cons detailed for each.

Carrier Oils	Pros	Cons
MCT Oil	Inexpensive High solubility – high potency CBD Absorbed quickly and efficiently	No additional phytochemicals and antioxidants No flavour Highly processed
Hemp Seed Oil	Ideal ratio of fatty acids Rich in hemp phytochemicals Unique herby flavour	Lower solubility than MCT oil Not suited for high potency CBD More expensive than MCT oil
Grape Seed Oil	Inexpensive Antioxidant & anti-inflammatory Rich source of phytonutrients	Slow absorption time Lower solubility than MCT oil
Olive Oil	Rich source of phytonutrients Additional health benefits	Lower solubility than most oils Potentially undesirable flavour
Vegetable Glycerine	Inexpensive Pleasant sweet flavour Can be used in a vaporiser	Lower solubility than other oils Sticky consistency

Terpenes & essential oil flavourings

Cannabinoids such as CBD are often viewed as the main therapeutic compounds found with cannabis, but a case for terpenes could also be made. Terpenes are phytochemicals that can be found in a wide variety of plants, including cannabis and hemp. They’re known for providing plants with their flavours and aroma but this isn’t their only function. 

Research has shown that certain terpenes have anti-inflammatory, analgesic, anti-oxidant, antidepressant and sedative properties (to name but a few) and can provide a wide range of health benefits. It is also thought that terpenes heavily contribute to the ‘Entourage Effect’ which was mentioned earlier.

This is one of the reasons why manufacturers choose to leave terpenes in their CBD extracts and why full-spectrum CBD products are seen as providing a wider range of benefits. In some cases, the cannabis or hemp plants don’t contain high quantities of a certain cannabinoid, so some manufacturers will supplement their extracts with additional terpenes. The most common terpenes found in CBD products are myrcene, caryophyllene, limonene, pinene, humulene and linalool.

If you don’t like the way your CBD product tastes, changing the terpene profile of your extract can result in a more agreeable flavour. The main way to achieve this is by mixing it with an essential oil. Essential oils have many applications and can either be utilised via ingestion and aromatherapy. As CBD oil comes from a plant and provides a wide range of therapeutic benefits, it is also sometimes considered an essential oil.

To change the flavour of your product, just mix drops of your chosen food-grade essential oil with your product until it is to your liking. Some of the most popular essential oils for mixing are vanilla and peppermint, but others include anis, bergamot, ginger, grapefruit, lemon and spearmint.

DIY CBD products

If mixing essential oils into your CBD products seemed exciting, then you might consider making your own. Buying CBD products from a retailer or manufacturer has its benefits of course, as this verifies their quality and potency, but making your own CBD-infused products can also be rewarding. The easiest way to do this is by utilising CBD oil or CBD isolate.

Making your own CBD oil at home is also an option, which you can then infuse into other ingestible products. To do this, simply infuse CBD isolate into one of the aforementioned carrier oils, such as MCT or olive oil. Be sure to measure out your powder carefully to achieve your desired concentration, which you can then modify easily if necessary.

To utilise this CBD oil you can apply a few drops sublingually, for fast results, or you can cook and bake with it. Keep in mind that high temperatures can cause the CBD to lose some potency. It is recommended that you cook/bake with a temperature less than 175°C and never higher than 200°C.

If you want to create your own CBD topicals, then infuse any skin-safe oils with CBD isolate. One of the most popular oils to make topicals with is coconut oil. CBD topicals can be used to relieve sore muscles or ease inflammation and joint pain, which is helpful for conditions such as arthritis.

Lastly, with the rise of CBD beverages in the cannabis market you may be tempted into making your own. Luckily, this is also a really simple process. CBD isolate blends smoothly with drinks that aren’t too fatty, so drinks such as juice or fruit smoothies are a popular choice for making CBD-infused drinks. If fruit isn’t really your thing then don’t worry. CBD isolate works just as well when added to other drinks such as tea or coffee.

Conclusion

The discovery of cannabidiol is one that has opened the door to cannabis-based medicines and their unlimited potential. It is crazy to think that a small molecule which is easily extracted from cannabis and hemp plants has such a wide range of health benefits.  While these reported benefits and claims from manufacturers sometimes seem too good to be true, there is a growing base of clinical evidence to suggest that CBD is an effective treatment in a wide range of conditions.

As the research into cannabis-based medicines continues, manufacturing practices will only become more sophisticated and efficient over time. New processes for extraction are constantly in development and it remains to be seen whether CBD will end up being the most clinically significant compound extracted from these plants, as research into other cannabinoids, terpenes and flavonoids is ongoing. For now though, CBD’s range of health benefits and ease of consumption have seen it become a staple for many consumers, whether for medical reasons or for wellness.

Anastasiia Myronenko

Anastasiia Myronenko is a Medical Physicist actively practicing in one of the leading cancer centers in Kyiv, Ukraine. She received her master’s degree in Medical Physics at Karazin Kharkiv National University and completed Biological Physics internship at GSI Helmholtz Centre for Heavy Ion Research, Germany. Anastasiia Myronenko specializes in radiation therapy and is a fellow of Ukrainian Association of Medical Physicists.

Boots is one of the biggest retailers of health and beauty products in the UK, being the go-to for everything from mouthwash to mascara. With approximately 2,500 stores UK-wide, the retail giant is now adding CBD to their collection and have even launched their own brand CBD muscle gel. But with stores like Holland Barrett coming under fire for selling misleading and unreliable CBD products, have Boots taken the necessary steps to bring their customers trusted products? Here we take a look into just that.

CBD blew up in the UK as word spread of its therapeutic potential for common ailments like stress, anxiety, skin issues and pain. Cannabis and cannabis-derived products had previously been banned for sale and consumption since the 1920s, but seemingly out of nowhere, specialist CBD stores started cropping up on the high street after it was removed from the controlled substances list in 2016. Over two years, the size of the UK CBD market grew from £100 million to £300 million, and the number of users jumped from thousands to millions. Word of mouth was the key reason CBD shot to fame, after all, most of us would rather take a recommendation from a trusted friend over a big shiny marketing campaign. Sales soared but the research was and still is slow at backing up the claims made by CBD users. This grey area coupled with not much being known about CBD, it wasn’t long before cowboy brands appeared on the market, selling snake oils made up of low to no CBD at premium prices. A study found that such mislabelled products on the shelves of the retailer giant Holland & Barrett.

What do we know about CBD so far?

Boots began by stocking one brand, Dragonfly CBD, back in 2019. Today, they stock 70 products from 13 different brands. But what is CBD and why is it so popular? CBD is a compound derived from cannabis plants. It is one of over 80 different phytocannabinoids that exist in cannabis, other well known cannabinoids include THC, CBG and CBN. While phytocannabinoids come from plants, endocannabinoids which were so-called due to their striking similarity to those found in cannabis, are created in the human body. The Endocannabinoid System (ECS) was discovered by scientists less than 30 years ago while researching the effect of cannabis on the body. This discovery was hailed as one of the most important physiological discoveries in our history as it helped us understand how the body regulates itself to stay balanced. ECS receptors can be found throughout the entire body; on organs, skin cells, immune cells and bones. This helps to understand why CBD has such a wide range of reported benefits, from psoriasis to pain and insomnia. So how does CBD interact via the ECS? A lot is still unknown but many important discoveries have been made. For example, one well-known endocannabinoid called anandamide was found to increase in the body after CBD use.

Anandamide is affectionately referred to as the ‘bliss molecule’, named after the Sanskrit word ananda meaning bliss or delight. As you may have guessed, we want lots of anandamide in the body because it brings us feelings of happiness and wellbeing. Anandamide also plays a role in memory consolidation, sleep, pain relief and appetite. Exercise, meditation and massage are also known to increase levels of anandamide in the body. The problem with this molecule is that it doesn’t stay in the body long, as it is quickly broken down by enzymes and reabsorbed. Scientists found that CBD can delay the reuptake of anandamide in the body, making those blissful feelings last longer. This is just one of the ways CBD can promote health and wellbeing. Research into all of the ways CBD interacts with the many ECS receptors located across the body is still underway, but ealy research is revealing that CBD could be effective for many chronic diseases. Moreover, studies have shown that CBD is safe and well-tolerated, with just a few minor side effects reported, such as nausea, changes in appetite and drowsiness.

What are Boots doing to ensure quality?

The good

Building consumer trust

Boots is one of the largest and most trusted health and beauty chains in the United Kingdom, established around 170 years ago. It’s rare to see a high street in the UK that doesn’t feature a Boots store. Because of their reputation, adding CBD products to their collection may further help remove any stigma people may feel about cannabis-derived products. Boots have even launched their own-brand affordable CBD Muscle Gel.

Variety of products from well known brands

Today, they stock a vast range of products including CBD oil sprays, drops, topicals, capsules and gummies. The biggest collection is their range of CBD oil drops and sprays which currently stands at thirty-seven SKUs from nine different brands. The other collections are more limited with nine topicals including a Boots own-brand, six different capsules and just three varieties of gummies. Some of the well-known brands stocked by Boots include Dragonfly, Green Stem, Healthspan and Love Hemp. Bear in mind, these products are found online and may not be available in all Boots stores.

The bad

Lack of information

When it comes to their own brand CBD Muscle Gel, the packaging claims that it contains no THC but there isn’t any information on how much CBD it contains. This is pretty important information when buying a CBD product and will influence the price. Seeing as this product is a relatively affordable £16, it may indicate it’s low in CBD. When it comes to other products, the descriptions on their website are limited and only some brands outline what type of extract is used. If buying in store, due to the wide range of products on offer at Boots, it’s unlikely the staff will have received specific CBD training to be able to advise on what product is right for you, although we can’t say for sure.

No lab reports

Key to building trust in the CBD industry is verifying the cannabinoid content with lab reports, or Certificates of Analysis (COA). Lab reports at a minimum will list out the concentration of CBD and THC in the bottle. It’s there to show that the contents have been tested and verified by a lab, preferably a third-party. The Centre of Medical Cannabis conducted the first major third-party lab testing exercise in the UK. Shockingly, seven out of ten tested CBD products didn’t contain the CBD amount as advertised on the label. Almost half had more than the legal levels of THC and one product had no CBD content at all! This product of CBD-less CBD oil retailed for £90! The results highlight the importance of lab testing in the UK due to the lack of deliberate or non-deliberate inaccuracy of labelling.

What to look for when buying a CBD product

How many mgs of CBD

A CBD product should always be labelled with how much cannabidiol (CBD) it contains, and this should be backed up by a lab report. A lab report shows the CBD product has been tested to verify that the amount of CBD in the product matches what’s on the label. Brands should make their lab reports open to the public. At Alphagreen, all of our brands are required to show a lab report if they contain CBD.

Are there any other cannabinoids

When it comes to CBD products, there are three main types of extract: full-spectrum, broad-spectrum and CBD isolate. CBD isolate. CBD isolate is generally less expensive than broader-spectrum extracts and only contains pure CBD. Broader-spectrum extracts contain other cannabinoids like CBG, CBC and perhaps legal concentrations of THC. The addition of these cannabinoids and other hemp plant compounds like terpenes are believed to increase the potency of CBD’s effects, a phenomenon coined “the entourage effect”. Again, the cannabinoid profile should be supported by a lab report.

Are there any outrageous health claims

Any CBD brand that claims their product cures, heals or treats any disorders, steer clear! Although early research is promising, CBD has not been approved as a medical device. That means CBD companies can’t make claims related to specific disorders and diseases.

Is the price too good to be true?

A CBD product’s price tag should reflect a couple of things but mainly how much cannabidiol it contains. If you see a super strong CBD oil with a low price tag, then I hate to break it to you, but it’s probably hemp seed oil. And hemp seeds only contain trace levels of CBD. Another factor is the type of extract used. Generally, products made with CBD isolate will be more affordable than full- and broad-spectrum extracts. The reason CBD is expensive is because the processes involved in production are costly. At a minimum companies will need to source CBD from quality, non-contaminated hemp plants, invest in extraction processes which involve high-tech and expensive equipment, GMP standard facilities and testing. Responsible brands who produce top-quality CBD products will source the best organic hemp, invest in high quality extraction processes and obtain third-party lab reports.

Where is the hemp sourced?

Just like you might at the supermarket, if you’re serious about quality, it’s good to know whether the hemp used for your CBD oil is organic and maybe where it was sourced from. Hemp is a bioaccumulator which means it absorbs toxins from the air and the soil. This makes hemp great for improving the environment, it was even used to help clear up some of the contaminants from the Chernobyl disaster. But this quality is not so good when it comes to creating CBD products. One way to get around this is to cultivate hemp without the use of chemicals and pesticides, in other words, organically. Organic hemp limits the accumulation of pesticides and heavy metals in crops. In addition, some companies will even list the concentration of contaminants and heavy metals on their lab reports so you can double check the hemp used is contaminant free!

And last but not least, lab reports!

All responsible brands should have lab reports available to their customers to verify that they’re honest and transparent about what’s in their product.

Final thoughts

Because of the confusion surrounding the CBD industry, some dishonest CBD brands are using this grey area to make a quick dollar with subpar CBD products. By stocking a good variety of well known brands, Boots is helping to build trust and remove stigma around CBD and hemp-derived products. Yet, to further increase trust, Boots should display lab reports for any CBD products to set the industry standard. Furthermore, if you’re new to CBD and have any questions about strength, dosage or type, the limited product descriptions on their website and lack of specialised training (virtual and in-person) may leave you struggling to find the product that’s right for you. You can purchase from the Boots online collection and from some larger physical retail stores. There’s a good selection of well known, affordable brands on offer at Boots, just check the details to ensure you’re buying a CBD product that’s right for you.

Anastasiia Myronenko

Anastasiia Myronenko is a Medical Physicist actively practicing in one of the leading cancer centers in Kyiv, Ukraine. She received her master’s degree in Medical Physics at Karazin Kharkiv National University and completed Biological Physics internship at GSI Helmholtz Centre for Heavy Ion Research, Germany. Anastasiia Myronenko specializes in radiation therapy and is a fellow of Ukrainian Association of Medical Physicists.

Despite having to battle through prohibition, stigmatisation and strict regulatory restrictions, the legal cannabis market is rapidly emerging in various jurisdictions around the world. The key driver of this market is the medical cannabis sector, which is quickly gaining traction thanks to a growing body of scientific and clinical research that supports the efficacy of medical cannabis.

The term medical cannabis, also known as medical marijuana or MMJ, is used to describe any plant-based medicine that has been created using extracts from the cannabis plant and is prescribed by medical practitioners. The therapeutic benefits of the cannabis plant are largely associated with molecules called cannabinoids which are pharmacologically active compounds found within the cannabis plant.

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The average cannabis plant contains over 120 different cannabinoids in addition to a range of other phytochemicals that have displayed therapeutic potential. The two most well-known cannabinoids are CBD and THC.

Uses & benefits of CBD

While there are a variety of different medical cannabis products that can be found on the market, the ones that contain CBD are the most common. CBD-based products are associated with a wider range of therapeutic benefits and less undesirable side-effects when compared to other medical cannabis products, such as a dry flower.

If you haven’t heard of CBD before, then you may be confused by what it is and what it means. CBD is an acronym for cannabidiol, which is classed as a cannabinoid. CBD specifically is a phytocannabinoid, meaning that it is a cannabinoid extracted from a plant, as opposed to an endocannabinoid, which are naturally produced within our bodies.

CBD isn’t just specific to the cannabis plant, it can also be extracted from hemp plants. Hemp contains high concentrations of CBD, while containing only trace amounts of THC (less then 0.3%), which is found in abundance in cannabis plants. This is one of the main reasons why some manufacturers prefer to extract their CBD from hemp, as products that contain more than 0.2% THC are illegal in most jurisdictions.

The interest in CBD as a pharmaceutical and a nutraceutical is rapidly growing, with high consumer demand for these products. This largely stems from manufacturer claims regarding CBD’s health benefits in addition to a growing body of scientific evidence that outlines CBD’s medical applications.

One such medical application is pain relief, which is a major reason why many consumers are turning towards CBD. Patients who suffer from chronic pain, neuropathic pain and inflammatory pain can all utilise CBD to help manage these conditions. The main way CBD relieves pain is by inhibiting the release of inflammatory proteins, making it an alternative treatment option for those suffering from arthritis and other joint-related pain conditions.

Patients with anxiety and insomnia may also find CBD helpful in treating some of the symptoms associated with these conditions. Research suggests that CBD has some anxiolytic properties and ingestion of CBD may cause a reduction in anxiety symptoms. 

In contrast, CBD’s effects on sleep are not yet fully understood but it has proven to be an effective sleep aid for some consumers. An explanation as to why this may occur lies in CBD’s ability to treat some of the conditions which are comorbid with insomnia, with pain and anxiety being high among them.

There has also been a lot of research into CBD’s ability to alleviate the symptoms of epilepsy, particularly in young children. Although the exact mechanism of action is still under investigation, CBD has displayed the ability to reduce the frequency and duration of seizures. Lennox-Gastaut syndrome and Dravet syndrome are two seizure conditions that have a CBD medication (Epidiolex) approved by the FDA.

Some other potential benefits that have appeared in different studies are tumour inhibition, acne management and neuroprotective effects. These products are available in a wide range of formulations, such as CBD oils, tinctures, capsules, topicals, gels, edibles and vape juices. As such, CBD can be consumed in a number of different ways, which means you’ll be able to find a product that’s exactly right for your needs.

CBD and its effects are becoming more well-known by mainstream consumers, as the compound is the focus of medical research, popular media and cannabis legislation. Commercially available CBD continues to pop up on shelves across the globe.

Although there is plenty of positivity surrounding CBD and its health claims, there is also lots of misinformation out there. Whether you’ve heard about CBD from family members, friends, health professionals or manufacturers, the information you receive can be different every time.

With more and more consumers turning to CBD for medical or wellness purposes, clarity around the associated health claims is more important than ever to ensure the safety of consumers and viability of cannabis-based medicines. CBD is a compound surrounded by many myths and misconceptions, so let’s explore some of the main ones that you’re likely to encounter.

[1] CBD is for medical purposes while THC is for recreational purposes

As mentioned earlier, there are many claims that CBD can improve a wide range of health conditions. Some of these claims include CBD’s ability to treat conditions such as chronic pain, anxiety, insomnia, various forms of epilepsy and even acne.These claims are backed up by the testimonies of CBD product manufacturers and consumers alike and are further supported by a significant body of research and clinical evidence.While CBD gets all the recognition for being the main therapeutic compound extracted from cannabis, there is another major phytocannabinoid that doesn’t receive the same level of medical appreciation. Similar to CBD, tetrahydrocannabinol (THC) is the other major cannabinoid found within cannabis that is attributed with producing many of the plant’s physiological effects.In most jurisdictions, medicinal cannabis products may only contain trace amounts of THC or THC-containing products are banned completely. In the United States, the limit for these products is no higher than 0.3% THC and in the European Union, the limit is 0.2% THC.The main reason for these precautions is due to concerns over THC’s psychoactivity and long-term effects. The psychoactive effects of THC are largely responsible for the producing the ‘high’ that cannabis is associated with. Because of this, THC has a reputation of only being used for recreational purposes, with CBD having a reputation of use for medicinal purposes.This is a false dichotomy, as THC actually has many medicinal benefits, with numerous clinical trials detailing some remarkable and medically-relevant properties. Some of these include relief from the symptoms of pain, insomnia and nausea, amongst others.But what about the opposite? While CBD clearly has some health benefits, not many consumers would utilise the compound for recreational purposes as it does not produce a ‘rewarding’ or pleasurable effect. CBD is not typically associated with euphoric effects, craving or any drug abuse potential.Although CBD doesn’t produce any type of euphoria, it might allow the consumer to feel more relaxed, focused and relieved of stress in social settings. CBD doesn’t only need to be taken to treat serious medical conditions – it can also be enjoyed socially or to improve certain activities.

THC is the main psychoactive compound in cannabis plants and is responsible for producing the cannabis ‘high’. CBD does not contribute towards this high in any way, which is one of its main marketing points. Manufacturers are quick to point out that consuming CBD will not alter the consumer’s consciousness or offer any mental impairments, with some referring to CBD as ‘non-psychoactive’.

However, this is not the case – CBD is psychoactive. CBD has been proven to impact our psyche but often in beneficial ways, with studies finding the compound to have anxiolytic, antipsychotic, anti-craving, alerting and mood-elevating properties. Even in very high doses, CBD does not impair mental and physical functioning in most consumers.What certain manufacturers mean when they refer to CBD as ‘non-psychoactive’ is that it won’t produce any type of ‘high’. Some more informative and truthful terms to describe the actions of CBD are non-intoxicating or non-impairing.

[3] Cannabis is a scheduled drug so no CBD research has been conducted

Although prohibition has certainly hindered cannabis research in the past, it is a fallacy to concur that no adequate research has been done on CBD and its effects. In the United States, cannabis is classified as a Schedule 1 drug, however, many universities and organisations throughout the country have been permitted to conduct research on the plant.For example, the University of San Diego in California is currently conducting clinical trials to determine whether cannabidiol can be of use to children with autism. There are very few treatments that are effective in reducing the severe behavioural problems associated with autism so the hope is that Epidiolex, a FDA-approved CBD solution, may reduce these problematic behaviours.This is just one example of the countless studies being conducted on CBD, and they are not just restricted to North American institutions. In fact, Israel was the first country to properly investigate cannabidiol and you can now find a range of studies being conducted on the compound in various countries around the world.In the UK, a 2018 study showed promising results in using CBD to treat ulcerative colitis. In Italy, a 2014 study suggested that CBD can inhibit the growth of cancerous cells in colon cancer. In Brazil, a study from 2017 found that people who took CBD prior to public speaking experienced less anxiety than the control group.While this may not mean that CBD is the definitive cure for ulcerative colitis, colon cancer and anxiety, it is proof that credible CBD studies are being conducted. Nearly all of these studies are available on PubMed, which has over 20,000 citations regarding the endocannabinoid system (ECS) and phytocannabinoids such as cannabidiol.Keep in mind that a lot of this research has been conducted on cell cultures and various animal models but not many have been conducted on humans. An exception to this is the research that has been conducted on young children with rare genetic seizure disorders, however, further research needs to be conducted on CBD’s efficacy in the treatment of pain, anxiety and insomnia in order to support the marketing claims.

It is true that many of CBD’s reported benefits, such as its analgesic, anxiolytic and anti-cancer effects require further investigation. Currently, CBD has not been approved as a treatment for conditions such as chronic pain, anxiety, insomnia, migraines and IBD despite clinical and anecdotal evidence supporting its efficacy.

But this doesn’t mean that CBD hasn’t been approved for any other specific conditions. In June 2018, the Food and Drug Administration (FDA) approved Epidiolex, an orally-administered CBD solution, for Lennox-Gastaut syndrome and Dravet syndrome. These conditions are seizure disorders which predominantly affect children and were difficult to treat prior to the approval of Epidiolex.Epidiolex is the first cannabis-derived (and CBD-based) medication to receive FDA approval since cannabis became a Schedule 1 narcotic in 1970. This was a monumental achievement, as the US federal government once deemed that drugs belonging to the Schedule 1 class had no medical value.There are also numerous clinical trials being conducted on the efficacy of CBD for the treatment of certain health conditions, so it is likely that the compound will be approved for more of these conditions in the near future.As it stands, many consumers are currently utilising CBD for conditions it has not yet received approval for. Only time and further research will determine how many of CBD’s reported health benefits are medically relevant.

[5] CBD works by activating cannabinoid receptors

The endocannabinoid system (ECS) is a collection of cannabinoid receptors that are located throughout the body, with higher concentrations being present in the brain and spinal cord. It is a complex signalling system that’s main function is to maintain homeostasis, which is the balance of internal, physical and chemical conditions within the body.This system helps us to respond to illness and injury, restore balance at a cellular level and is constantly maintaining the wellbeing of our organs and tissues. When fully activated, the ECS can influence things such as appetite, sleep, emotions, memory, body temperature, nociception, the immune system and nervous system.The efficacy of medical cannabis and its associated products in the treatment of neurologic, inflammatory, gastrointestinal, psychiatric, infectious, and metabolic conditions is largely due to their interactions with the ECS.THC, the main intoxicating (and therapeutic) compound found within cannabis, exerts its effects by activating the CB1 receptors of the ECS. This stimulates a range of different cellular activities that restore physiological balance, with some of the resulting therapeutic benefits being pain and stress relief, mood elevation and anti-inflammation.One would assume that CBD acts in a similar manner to THC as they are structurally similar. However, as confusing as it may be, this is not the case. In fact, CBD doesn’t directly stimulate either CB1 or CB2 receptors at all.Instead, CBD interacts with the ECS in two known ways: by encouraging your body’s natural production of endocannabinoids, and by dampening the activity of some cannabinoid receptors, rather than activating them. This dampening effect is also the main reason why CBD is used by some consumers to counteract the psychoactive and anxiety-inducing effects of THC consumption.

[6] All CBD is the same

The cannabidiol molecule is the same regardless of whether it was originally extracted from cannabis and hemp or artificially created in a lab. While the CBD molecule always remains the same, commercially available CBD-containing products can vary greatly.Take CBD oil, for example. It is a naturally complex product that can contain a diverse range of additional phytochemicals that have been extracted from the cannabis plant, such as terpenes, flavonoids and other cannabinoids, such as THC. Products that contain CBD in addition to these compounds are referred to as full-spectrum CBD extracts.It is thought that full-spectrum extracts provide more benefits than CBD consumed by itself, largely due to a phenomenon known as the ‘Entourage Effect’. This effect describes the way in which these compounds work together synergistically to provide additional health benefits to the ones they provide when consumed alone.For example, THC can enhance the benefits of CBD on pain and inflammation, while terpenes such as limonene can provide antibacterial and anxiolytic effects. This is why CBD oils from different vendors can contain very different molecules, even if they both contain the same milligram dosage of CBD.In contrast, CBD isolate products are purified CBD. These products are typically found in powder or crystal form and are usually ingested either directly or as a food additive. CBD isolate can also be infused into carrier oils, such as olive oil, to create your own CBD oils or skin-safe oils to create your own CBD topicals.Regardless of their composition, a large number of commercially available CBD products are actually mislabelled. In a 2017 study, researchers purchased 84 various CBD products online and found that only 26 had been labelled correctly (i.e. contained CBD within 10% of the claimed amount). 36 of these products contained more CBD than stated on the packaging and 22 contained less.Purchasing CBD can be tricky, especially online, and it can be hard to know which retailer to trust. However, it is imperative to do a bit of research prior to buying a new CBD product, to ensure legitimacy and safety. Consumers should find third-party tested brands from licensed and reputable labs, and CBD products that contain whole-plant extracts, as these offer the best safety profile and medical benefits.

For CBD products that contain little to no THC, high doses are recommended more often than not. Why is this? Milligram for milligram, CBD is much less potent than THC at relieving symptoms. For example, someone who experiences pain or stress relief with 3-5mg of THC may require 30-200mg of CBD in order to achieve the same results.The effects of CBD are only noticeable if it is consumed daily and in large doses. The research in this area has been remarkably consistent. Studies that have utilised pharmaceutical-grade CBD to treat anxiety, schizophrenia and epilepsy have required hundreds of milligrams of CBD per dose.In studies that have used rodents, children and sometimes adults as test subjects, an effective dose of CBD typically ranged between 10-20mg per kilogram of weight, to be consumed daily. For a 70kg adult, this equates to taking a dose of CBD between 700-1400mg per day. Unfortunately, this is simply unaffordable for most consumers.

In saying this, low doses of CBD can provide mild benefits. If being utilised to treat occasional inflammatory pain, the recommended dosage is 25-50mg per day. Those that suffer from seizures, Parkinson’s, ALS and chronic pain will require a much higher dose of CBD.

[8] A lot is better

Although high doses of CBD may be more effective, consuming too much may not necessarily be better. This may seem contradictory to the previous point but there are some explanations for this.CBD isolate in particular has a peak effective dose, where higher and lower doses on either side start to become ineffective. Unfortunately, studies have found this therapeutic peak to be narrow and difficult to pinpoint.Because of this, it appears that CBD isolate products may offer less health benefits than full-spectrum CBD products. This is due to the other cannabinoids, terpenes, flavonoids and other phytochemicals present in these extracts providing additional therapeutic effects.Some clinical trials have also reported that very high doses of CBD (e.g. 1000mg per day for a 70kg adult) can also increase the risk of side-effects. While lowering the dose of CBD may reduce its therapeutic effectiveness, it also mitigates the occurrence of any adverse effects.There is currently no ideal dose of CBD for any given patient or condition. With numerous CBD products already on the market and more constantly in production, chances are there won’t be any standardised guidelines anytime soon. Contact your medical practitioner or consult an online guide to help find the optimal dose of CBD that works for you.

With all of the reported health benefits of CBD consumption and positive news around the CBD industry, you may be excused for thinking that the compound doesn’t have many side-effects or none at all. This is not the reality. Any CBD product manufacturer telling you otherwise is not looking out for your best interests.Like most medications, CBD isn’t right for everyone and it can come with some potential side-effects, particularly when consumed in high doses. One of the most important ones to consider is how CBD interacts with other prescription medications.CBD can alter the way our body metabolises certain medications, particularly the ones that come with warnings about consuming grapefruit. CYP3A4 is a vital enzyme found in the gut which is responsible for the metabolism of many drugs. Any consumption of grapefruit or its juice can inhibit this enzyme, resulting in too much medication floating around in the bloodstream.CBD acts in a similar manner to grapefruit juice in this regard and can inhibit CYP3A4 as well as another enzyme called CYP2D6. The medications to avoid when also consuming CBD include blood thinners such as warfarin, anti-convulsants, HIV antivirals, cholesterol-lowering statins, some hypertensive drugs and certain anti-cancer agents, amongst others.Some other side-effects that have been reported with CBD use by some consumers are nausea, fatigue and irritability. While these side-effects can present themselves, it is often only after taking large doses of CBD, as seen in some studies, or in conjunction with other prescription medications.If you’re a CBD consumer and are experiencing adverse effects, then consult with a medical practitioner to discuss whether CBD is the right choice for you and that you are purchasing your supply from a reputable source. If any problems persist, consider lowering your CBD dose or ceasing use entirely.

[10] CBD is a marketing scam / shady industry

The wellness industry is a large market, reaching a value of $4.5 trillion USD in 2018 which accounts for 5.3% of the global economic output. The sheer size of this industry requires constant consumer interaction and product innovation to maintain strong revenue growth.As a result, any new and excited compound with numerous health claims (e.g. CBD) can be unnecessarily included in a range of cosmetic and wellness products. Although some of CBD’s applications in any given product can appear to be unnecessary, it doesn’t mean that ALL of CBD’s applications are unnecessary.Whenever these opportunities present themselves to businesses within the industry, they will attempt to include these compounds in their products if there is enough consumer interest and demand. This may seem like a marketing scam but it is simply a way for these businesses to bump up the price of these products, because they claim to provide additional health benefits.However, this doesn’t change the fact that CBD has those reported health benefits. While it is correct that CBD doesn’t need to be in most of the products that it winds up in, this doesn’t diminish the fact that CBD itself has legitimate medical applications. Don’t let the over-saturation of CBD-infused wellness products fool you into thinking that this compound is merely a fad.As we touched on earlier, a large portion of the CBD-infused products that can be found online are mislabelled. Epidiolex is currently the only FDA-approved CBD medication, so critics of the CBD industry are justified in highlighting the quality issues that stem from mislabelled.It would be a mistake though to conflate low-quality CBD products with high-quality CBD products. Even though some shady manufacturers can label CBD products incorrectly, legitimate and well-sourced CBD products can provide numerous benefits to medical cannabis consumers worldwide. This is why it is important for every prospective CBD consumer to do their own research on what a quality CBD product looks like and what is legal in their part of the world.

With all the misinformation surrounding CBD, it is super important that you do your due diligence when looking to purchase CBD-based products. This involves doing your own research and trying to source reliable and responsible CBD information.

There are a few important things to keep in mind.

Firstly, the medical potential of CBD as a therapeutic compound should never be confused with issues surrounding the CBD industry, such as unregulated quality standards and unproven health claims. Similarly, be mindful that although some of CBD’s therapeutic benefits are backed up by scientific evidence, they are still under investigation, with only Epidiolex receiving FDA approval for the treatment of different seizure conditions.

Secondly, remember that not all CBD products are the same. It is important to know where the CBD in your products has been sourced from as well as being aware of any additional compounds present and what effects they may have. Lastly, only purchase products from reputable brands and sources unless you have done a fair amount of research on the product you have chosen.

Anastasiia Myronenko

Anastasiia Myronenko is a Medical Physicist actively practicing in one of the leading cancer centers in Kyiv, Ukraine. She received her master’s degree in Medical Physics at Karazin Kharkiv National University and completed Biological Physics internship at GSI Helmholtz Centre for Heavy Ion Research, Germany. Anastasiia Myronenko specializes in radiation therapy and is a fellow of Ukrainian Association of Medical Physicists.

Today we’ll be taking you through the world of CBD affiliate marketing. Whether you’re a CBD brand or an affiliate looking to build a partnership, this article will explain what you need to research and consider before committing to any long-term affiliate marketing strategy within the CBD sector, including how to get started, and where to find the best CBD affiliate marketing programs.

In marketing, you learn that there are many different ways to get people invested in your products. Those CBD brands who are particularly in-the-know are aware that affiliate programs can be mutually beneficial for both them and their marketing partners. As such, we’ve put together this guide to everything you’ll need to know to have success in CBD affiliate marketing, finding the best networks, and so on. We’ll also be including tips for CBD affiliates to help you find the best brands to partner with.

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Affiliate marketing works fairly simply, with the goal of generating online traffic towards your products in the form of native advertisements with included affiliate links. Affiliate marketers earn a commission after a CBD product is purchased via links in their content, and CBD brands, of course, make a sale through their content. If this sounds similar to the work of a commission-only sales representative, that’s because it is!

Of course, as with many things in the CBD industry, it can be hard to know who to trust, where the best CBD affiliate programs are, and which of these are the best opportunities to grow your traffic and conversion rate.

Particularly in the CBD market, where e-commerce makes up a large percentage of sales, digital marketing strategies, such as affiliate programs, are a vital (and potentially lucrative) way to stay ahead of the competition. So, buckle up, and we’ll guide you through everything from the different types of affiliate marketing and how to get started, to the best CBD affiliate marketing programs in the industry today.

For a hemp-derived compound precious few people had heard about a decade ago, CBD has undoubtedly grown in the last few years. From medical marijuana to CBD oil supplements, many consumers are now turning to CBD to try out its anecdotally reported benefits for everything from inflammation to stress symptoms. The European cannabis market is projected to have a compound annual growth rate (CAGR) of almost 70% in the coming years, and is even projected to reach over €3.2 billion in 2025. The global market is estimated to be worth more than £9.5 billion by 2028, with a CAGR of over 20%.

Why do people buy CBD? Well, aside from its purported benefits for your general health and wellbeing, CBD is also an all-natural supplement that’s easy to fit into your daily routine, is non-intoxicating (despite the negative reputation of cannabis as a whole), and is increasingly reliable as the industry develops better regulations.

CBD’s legality, however, is a frequently asked question on the lips of many beginners who are yet to try the compound, most often due to a lack of education rather than a general unwillingness to try something new.

Affiliate marketing, however, stands as one way for CBD brands, consumers, and the marketers themselves (who otherwise wouldn’t have a stake in the CBD industry) to all benefit from this up-and-coming compound.

With so much projected potential for expansion, it’s no wonder why affiliate marketers are raring to go- and why so many CBD brands are spoilt for choice and unsure of who to turn to for their affiliate marketing needs.

The first step is to offer promoters an incentive to promote a CBD product in the first place- most will be happy to work with high-quality brands with a clear message and good reputation.

Four different relationships are involved within the affiliate marketing process:

1. the merchant (the CBD brand who creates the product)
2. the network (which helps brands and publishers find partners)
3. the publisher (your partner-in-promotion, so to speak, who may be a single person or a marketing business themselves)
4. the customer (who purchases your products via the publisher. Without sales, what’s the point of marketing or sharing revenue?)

It’s an inherently collaborative form of marketing, where every party contributes and is rewarded, whether it’s with a share of the revenue or a product they know they can trust.

Affiliate marketing runs on analytics and cookies- not the chocolate chip kind. Cookies are essentially data that tells an affiliate network where a customer has come from in order to buy a product- helping them to determine which publishers are best at their work. By tracking the links that bring in leads and seeing how many leads become conversions, a company or brand can easily see if an affiliate marketing program is working well for them.

The network acts as a go-between for you, the CBD brand, and the actual publisher (also known as the affiliate). Professionals prefer to involve a CBD affiliate network for added security, ease of transactions, and to let someone else handle the intricacies of product delivery and payments. Many credible affiliate marketers will only work via affiliate networks, as this means they have a wider choice of products to promote, and can pick what resonates best with their own content style.

The publisher/affiliate is a third party who will promote one or many of CBD products, convincing potential customers of the quality of the product via content and various other means in order to make a sale.

Many affiliates will run a website centred around finding interesting, top-shelf products associated with a particular topic (like wellness or exercise) and promote affiliate products through there, or via a smaller review blog. Other ways the publisher may reach the consumer are via:

• Social media
• Digital ads (though this may not be possible in the case of CBD)
• Podcasts
• PPC advertisements on their websites (or the websites of others)
• Email marketing lists
• An app they own
• Other places on the internet where a CBD product’s target audience may frequent

The more ways of reaching potential customers an affiliate marketer has, the wider their network- and the larger the potential payoff from working with them can be.

Some affiliates may let the customer know that the links they’re clicking on are affiliate links, while others keep their business behind a thin curtain. However, as with most CBD marketing techniques, it is usually best to find a publisher who keeps things transparent and is able to maintain trust with their consumer base. Likewise, be wary of affiliates who ask you to hike up the price of your products- standard affiliate marketing strategies call for revenue to be shared, rather than inflated for maximum profit (at the cost of ‘pricing out’ potential sales).

A CBD marketing affiliate can generate leads by:

• Sending out emails and reviews to their clients
• Placing text or banner ads on their website
• Placing links on their various online platforms
• Drawing attention to your product through videos, images, and articles

CBD brands are at a slight disadvantage when it comes to some affiliate marketing programs, as they cannot advertise via the most prestigious and well-known networks such as Amazon Associates or Facebook, as these US-based companies are bound by the strict federal laws and individual guidelines which restrict CBD advertising online.

So, to recap and keep things simple: CBD affiliate marketing is when you pay a publisher (often through an affiliate network) to promote your product online. In return for any sales, they receive a commission (which acts as an incentive to do their job well).

What are the Benefits of Affiliate Marketing for CBD Brands?

Big players like Amazon popularised affiliate marketing by giving bloggers the opportunity to link back to a product page in return for a percentage of profit from resulting sales. Creating this network didn’t just give Amazon the ability to profit- it also outsourced their marketing to a veritable web of affiliate marketers not directly associated with the company.

This can result in more perceived credibility from the advertisement itself, while also not costing CBD brands a great deal if the affiliate doesn’t generate sales/website clicks/the intended results.

With all that being said, the main advantages of CBD affiliate marketing programs are:

• Low-cost advertising– CBD brands only pay the affiliate if they are able to generate sales. In other words, there’s no payment without profit first. If there are no sales, it’s really the affiliate who will have ‘paid’ for it in the form of their own time and resources.
• Creative and motivated marketers– affiliate marketers actively want to sell the CBD product because they’re passionate about it- especially when they’ve chosen the particular product via an affiliate network where there’s a lot of choice.
• A broader consumer base- publishers may also target consumer bases the CBD brand may never have considered before, as the publisher is likely working from a pre-existing viewership who may be slightly different to who the brand’s ideal customer is when you devise in-house marketing strategies.
• Less time spent on marketing– for the CBD business, that is. While their marketing team focuses on other things, an affiliate marketer can handle the digital world for them. CBD brands can leave a bulk of their marketing strategy to the affiliate and instead focus on refining their brand, practices, and CBD products. Rather than focusing on marketing strategies and payoffs, they can build new products while affiliates ensure the old ones still bring in a profit.

Alternatively, one may work with a CBD brand and promote their products as an affiliate marketer, if your online platform is significant and you’re looking to increase your current revenue stream. Some programs will even pay you without making sales- if your affiliate link leads to a download, subscription, lead, or even a website click in some cases, you could be in business (literally!)

Suppose you already own a blog, social media account, or another corner of the internet (like a Youtube channel) with a sizable following. In that case, you may be able to step into CBD affiliate marketing. Of course, you’ll have to learn how to market the products, and your consumer base should be open to trying CBD (otherwise, generating sales seems unlikely).

If you wish to become an affiliate marketer, there are typically low startup costs, as most affiliate programs won’t charge you to join them.

Before you become an affiliate marketer, ensure you research the CBD brand you’re promoting thoroughly. Ask yourself questions such as:

• Do you enjoy their products?
• What attracts you to this brand/product in particular, on a personal level?
• Do all their products come with authentic certificates of analyses (COAs?)
• What unique selling points (USPs) should your affiliate content focus on?

Do the research and find an affiliate program that’s right for you, which can support your goals as a CBD affiliate. When you do find the right program for you, you must then set your sights on developing engaging, genuinely exciting content around the products and maximising traffic towards your affiliate links.

Remember, you can never research a product too deeply before agreeing to promote it. As a content creator and affiliate, those who absorb your content trust you- and endorsing a low-quality product or untrustworthy CBD brand can soil that trust permanently.

Many marketers and content creators use affiliate programs as a way of generating passive income, particularly once your website is steadily generating views, clicks, and sales for your clientele.

Types of Affiliate Marketing

Before we dive into the nitty-gritty of affiliate marketing in the CBD industry, you should first be aware of the different types of affiliate marketing:

• Unattached- Unattached affiliate marketing occurs when the affiliate has no connection to the product they’re promoting, other than the fact that they’re promoting it. They will run pay per click (PPC) advertisements on websites they don’t own themselves. They aren’t an authority on the product, and may not even use it personally, making this an unlikely route for any CBD brand to choose. Within the wellness industry, most marketing strategies depend on authoritative voices and personal recommendations.

However, there are some benefits to unattached affiliate marketing (mainly for affiliates)- you don’t need a significant web presence in order to place an ad on someone else’s pre-existing website. Many affiliate marketers who don’t have the time (or technical skills) to build up a website will rely on this kind of marketing instead. However, it’s also important to consider that the marketer has no relationship with the consumer within this method- meaning that there is considerably less of a guarantee that you’ll make significant sales.

• Related- Related affiliate marketing comes from someone who is indeed related to your products in some way or another. The marketer may already be a trusted voice in the world of CBD and wellness, or have a connection between their current niche and your product. They might not directly use your product, but they know their way around the type of thing your brand stands for and are able to be a knowledgeable, trustworthy advertiser.

The affiliate will already have an online platform like those we previously discussed. Whether it’s by placing links within written blog content, or advertisements in the sidebar, banner, or bottom of website pages, the authority and niche of the advertiser makes clicks and conversions more likely.

• Involved- Involved affiliate marketing is widely considered the most effective way to market CBD products. This kind of marketing is more, well, involved- affiliates have a more personal relationship with the product that can only be acquired via personal use. Their experiences with your CBD products are the foundation of their marketing strategy, and make up the bulk of their advertising material.

While this kind of affiliate marketing carries more risk (if you’ve staked your personal reputation on a product that turns out to be low-quality, this will affect your audience horrendously), it can also be highly rewarding. In this kind of advertising, the CBD products are presented as part of the advertiser’s daily life and as part of what makes their lifestyle enjoyable. Nothing makes a consumer more friendly than a genuine (or at least genuine-sounding) personal story, and involved affiliate marketers are naturals at sharing these. They come across as honest, helpful, and professional in their content. While PPC and unattached advertising involves the marketer spending money in order to be seen, within an involved model they leverage authority, authenticity, and trust within their niche instead.

How to Get Started in CBD Affiliate Marketing

So, you know the basics of CBD affiliate marketing now. With this in mind, how can you get started? Let’s start with two simple steps:

1. Find a good affiliate program and (if you’re a CBD brand) a compatible marketer with a sizable online platform.
2. Make sure the price suits you and the affiliate- usually, affiliates are paid as a percentage commission per sale, however, some will prefer a flat rate per sale.

As a CBD business, you may have some preferences when it comes to what you’re looking for in an affiliate. There are three main types to choose from, though the categories may overlap from time to time.

Educators- these will show your product in-context via workshops, courses, practical classes, etc. For instance, a yoga instructor may include your product in their warm-up or cool-down routine in each class.

Reviewers- these affiliates will run their own website focusing on a niche topic, often reviewing products similar to yours. They will post often, meaning the window is always open for them to compare your products to others on the market, give all-around reviews, and let the quality of the CBD speak for itself.

Content Creators- social media influencers, YouTubers, podcasters- you’ve heard of them all before. These expert marketers make content and support your products via native advertising that slots right into their regularly programmed content, meaning their audiences are also more likely to enjoy and purchase your CBD. It’s also worth noting that the wellness industry runs on blogger’s backs- most affiliate marketing you undertake as a CBD business will be via bloggers.

Be sure to diligently research any potential affiliate marketers before working with them, ensuring their content is authentic, matches your brand’s tone to an extent, and their audience matches yours (at least vaguely).

How do you choose an affiliate marketer? Well, your brand’s public persona may naturally lean more towards one or a combination of the above categories. You may also wish to consider:

• What online platforms does your current consumer base use?
• What online platforms do your potential customers frequent?
• Where is your brand already making waves online- in the blogosphere, on social media, YouTube, etc?
• Are you comfortable relinquishing some control over how potential consumers see you? Your brand may not be directly involved with the content an affiliate marketer creates, meaning strict control is unlikely.
• Has the affiliate worked with other CBD brands before? Do they understand the strict local, national, and international laws around CBD advertising, and how this affects their content? If you’re unsure of this yourself, you may wish to consult with a CBD marketing expert or a lawyer.
• Do you trust the marketer, based on their current content? Would you, personally, take their advice? In the wellness industry, and especially for CBD brands, credibility is everything.

Depending on how experienced and extensive your internal marketing team is, you may even wish to screen potential affiliates through the use of website analytics, social media and listening tools, etc. This can help you to decide how effective their current content is, as well as identify their niche audience. Once you know their audience and what they like, you can begin to theorise as to whether or not they will enjoy your CBD products.

Most affiliate marketing programs will provide the affiliate with a cookie duration (which is essentially a specified time frame where their affiliate links will be tracked in order to measure the sales they produce), so ensure this is in line with your goals as a CBD business.

Make sure the platform the affiliate frequents suits the products you’re both trying to sell- for example, CBD cosmetics would do well on a visual platform such as YouTube or Instagram. At the same time, CBD edibles may be better advertised on a ‘foodie’ blog.

Best CBD Affiliate Marketing Programs & Networks

So, how do you find the best CBD affiliate marketing programs? By looking through this list, of course! We’ve combed through the vast reaches of the CBD industry to find you everything from specialised CBD for pets programs to more general CBD product promoters. To make things even easier for you, we’ve dug deep to uncover:

• Their cookie durations
• Their commission rates
• The product types they’re interested in
• Their pay period

This list may help you decide what to expect from a CBD affiliate marketing partnership, and help you as a CBD brand understand what to include if you wish to create your own program or join an affiliate network.

Vape Bright

Cookie duration: 30 Days

Commission Rate: 25-30%

Product types: CBD vapes, vape oils, and specialised CBD vape products

Pay period: Monthly

Vape Bright is well-known for- you guessed it- CBD vape pens and cartridges. They offer CBD affiliate marketers incredible bonuses such as lifetime commissions and coupon codes. They’re considered good to work with by both affiliate marketers and CBD business owners, in part due to their well-established reputation within the industry. Their CBD affiliate program is hosted via RevOffers, alongside several other popular CBD-related programs.

Their products are legal in all 50 states, and they are widely credited as leaders within the vaping niche of the CBD industry. Their primary focus within affiliate marketing lies with their CBD vape oil, however, there are several other products within their niche that affiliates may choose to promote.

Affiliates are paid monthly, and are required upon signing up to the program to specify a primary and secondary source of traffic.

CBD Pure

Cookie duration: 90 Days

Commission Rate: 40%

Product types: Non-GMO CBD oil, ‘for pets’ products, softgels, gel, and creams

Pay period: Monthly

CBD Pure’s CBD oil is organic, derived from American-grown industrial hemp (with particularly strong ties to Colorado). If you have a social media presence, email list, or website that generates CBD-related traffic (preferably centred around the US, as they only use US credit card processing), they’re keen to hear from you.

They even offer banner-resizing and custom landing pages alongside additional support and benefits for affiliate marketers. Their reputation is nothing less than sparkling, with one of the most sizable commission rates for affiliates in the CBD industry.

Cookie duration: 6 Months

Commission Rate: (Up to) 40%

Product types: CBD oil and a wide range of topicals, as well as ‘CBD for pets’ products.

Specialising in US-grown hemp-derived products, CBD BioCare is another on this list with a high commission rate, with the added bonus of in-house training and the possibility of earning additional referral fees. They are also keen to provide you with marketing images, videos, and other materials. Your earnings are said to be in proportion with your own personal efforts, as you are 100% in control of your own actions within their program.

Savage CBD

Cookie duration: 90 Days

Commission Rate: 35%

Product types: CBD Vapes, Gummies, CBD for pets, Tinctures, Topicals, Oil

Pay period: Monthly

Savage CBD is a leading brand that has been selling CBD since the mid-2010s (making it one of the older brands on this list), offering a lot of potential when it comes to CBD affiliate marketing. Their prices are highly affordable for customers from all economic backgrounds, while their products tend to be specialised more towards the vaping end of the spectrum (with a decent range of other products to choose from, of course). Offering both wholesale and retail opportunities, there is little Savage CBD won’t do to help you promote a product.

Their offers and special deals are regularly updated, meaning that creating content to promote their products is unlikely to ever grow stale. Additionally, affiliates writing reviews are gifted complimentary samples for their content-creation purposes. The products aren’t hard to promote, as each comes with a certificate of analysis (COA) and is certified organic.

Joy Organics

Cookie duration: Lifetime

Commission Rate: 25% (with an additional bonus program)

Product types: Tinctures, soft gels, topicals, and more

Pay period: Twice monthly

Like many on this list, Joy Organics focuses primarily on organic, US-grown cannabis products, boasting full and broad-spectrum CBD products (all of which are third party tested). A large part of their brand is affordability and sustainability, with a focus on carbon-neutrality, recycling materials, and using the most conservation-conscious farming methods. They’re fast-growing and offer a wide range of products, from oral CBD to topicals.

Joy Organics also offers custom coupon codes, a specialised affiliate management team, and additional resources to help their affiliates succeed.

CBD Essence

Cookie duration: 30-180 Days

Commission Rate: (Up to) 40%

Product types: CBD for pets, CBD vapes, tinctures, capsules, and topicals

Pay period: Monthly

With an unwavering focus on customer service (especially in terms of e-commerce), CBD Essence is a wonderful choice when looking to find or become a CBD affiliate. With a notably wide range of CBD products, and a substantial commission rate.

They also offer affiliates a high conversion rate, well above the industry standard, for traffic that redirects to their products.

Hemp My Pet

Cookie duration: 90 Days

Commission Rate: 30%

Product types: CBD Oils, Dog biscuits, bundles, other types of CBD for pets

Pay period: Monthly

If you like to focus on CBD for pets, Hemp My Pet runs the CBD affiliate program for you! The market of CBD for dogs, cats, and even horses is ever-widening, opening floodgates of opportunities for affiliates passionate about animal health.

Hemp My Pet is vertically integrated and can vouch for their products from seed-to-sale, which is important considering a significant selling point of their products is that they’re GMO and pesticide-free! Every product comes with a certificate of analysis and test results to support the safety and wellbeing of the pets who enjoy their products. Complete with vet recommendations, they have curated an excellent level of trust and loyalty to their brand.

They offer free shipping across the United States, and are widely considered one of the best CBD affiliate opportunities on the market at the moment.

SabaiDee

Cookie duration: 30 Days

Commission Rate: 30% (plus bonuses)

Product types: CBD topicals and broad-spectrum oils

Pay period: Monthly

SabaiDee’s brand focuses more heavily on the natural aspects of their products, which are hemp-derived CBD. They prefer to work with CBD affiliates who are aligned with their message of environmentalism and positivity.

With high standards for their CBD affiliates, they are suited to those with more experience, and particularly focus on recruiting affiliates they scout themselves.

Cookie duration: 30 Days

Commission Rate: (Up to) 25%

Product types: CBD for pets (including edibles and topicals), CBD infused coconut oil & more

Pay period: Monthly

Honest Paws is another pet-focused CBD brand eager for affiliates. Their program is known for additional bonuses, such access to top-notch tracking systems, sub-affiliate commissions, discount codes to offer potential customers, and more- their system is notoriously reliable and efficient, loved by consumers and affiliates alike.

CBD MD

Cookie duration: 90 Days

Commission Rate: 20% and potentially above

Product types: CBD for pets, gummies, topicals (including bath bombs)

Pay period: Monthly

Considered among the best in the CBD industry, the wide variety of affordably priced, non-GMO products offered by CBD MD makes them an attractive option for many potential affiliates. However, their commission rate is below that of many on this list.

Bonuses of working with them include the ability to offer sizable discounts on their CBD products and support while creating promotional material, such as imagery for email and social media campaigns. Additionally, they are endorsed by a number of high-profile sporting celebrities, meaning their brand is wider-known than many on this list, in turn meaning affiliate marketing for them may enable affiliates to build on pre-existing brand awareness.

CBD Medic

Cookie duration: 30-90 Days

Commission Rate: (Up to) 40%

Product types: Mainly topicals such as CBD massage oil, cream, spray, roll-ons & more

Pay period: Monthly

Owned by major player Charlotte’s Web, CBD Medic’s staunch focus on CBD topicals makes them an excellent candidate for CBD affiliates whose online presence is already centred around skincare and beauty products in the first place. If your audience lives with symptoms of conditions such as acne, eczema, arthritis, and other signs associated with ‘bad’ skin, this affiliate program might be the one for you.

As if their association with Charlotte’s Web wasn’t high-profile enough, CBD Medic is also affiliated with various sporting professionals, further enhancing their brand awareness. Much of their brand identity is surrounded by the use of CBD for pain symptoms (such as in the muscles and back).

CBDfx

Cookie duration: 30-90 Days

Commission Rate: 25%

Product types: CBD tinctures, edibles & drinks, topicals, vapes

Pay period: Monthly

Offering all three types of hemp-derived CBD (full and broad-spectrum, as well as isolate), CBDfx ships their products to many EU countries, as well as throughout the US and UK. Their affiliate benefits include sub-affiliate commissions, discount codes, and top-shelf tracking systems that you can rely on. Their high conversion rate makes this CBD brand an excellent choice for those looking for affiliate work.

While it can be hard for UK and Europe-based CBD affiliates to find brands willing to ship to their countries, CBDfx keeps things easy for you- there’s a good chance they ship to your country if you live in the EU. Their broad spectrum of products (if you’ll pardon the pun) allows for plenty of linking within your content.

Just CBD

Cookie duration: 30 Days

Commission Rate: 10-20%

Product types: CBD Oil, tinctures, gummies

Shipping within the UK (but also to Canada and the United States), Just CBD brand loyalists can inspect the third-party lab test results for any product that grabs their interest- a central selling point for their affiliates. They are one of the few on this list that are more catered towards UK-based affiliates within their program.

Cookie duration: 30 days minimum / Lifetime cookies

Commission Rate: (Up to) 30%

Product types: CBD oil and gummies, other branded products

Pay period: Bi-Monthly

Direct CBD, also known as Martha Stewart CBD (yes, that Martha Stewart), is one of very few retail CBD brands that also maintains a top-notch affiliate program.

Aside from the fact that well-known ‘celebrity’ CBD brands are an inherently easier sell (who doesn’t know and trust Martha Stewart?), they also sell a broad range of products from other CBD brands. Their reasonably substantial commission rate and lifetime cookies make their affiliate program especially attractive to CBD affiliates. The linking opportunities presented to you are almost endless!

Diamond CBD

Cookie duration: 90 Days

Commission Rate: 20-30%

Product types: CBD oil, edibles, vapes

Diamond CBD’s market-leading affiliate program encapsulates many different CBD brands with a range of product types. Affiliates are supported with advanced tools to assist in data analysis and custom coupon codes to include in their content.

CBD Affiliate Networks

It’s often advisable, whether you’re an affiliate or a CBD brand, to work via an affiliate network like Shareasale (used by most CBD brands), CJ.com (a well-established option within the industry), or Impact (known for their wide range of brand options and supportive tools). These networks act as a sort of ‘middleman’ between you and the affiliate. They do all the digging into making sure the brand or affiliate is trustworthy, can help you find the best fits for your business goals, and even provide bonus support for affiliates in the form of:

• Custom coupon and promotional code creations to make content stand out
• Deep linking assistance
• Providing tools like datafeeds

CBD Affiliate Marketing – What to Watch Out For

Affiliates don’t need a medical degree to promote CBD- but knowing the CBD advertising laws for your area, marketing guidelines for your chosen platform, and other necessary regulations is vital.

Affiliates are typically paid by sale, rather than just for website clicks, as it is increasingly easy for untrustworthy affiliates to create software or ‘bots’ that can click on links and generate false traffic to the online store they’re claiming to promote. Luckily, most affiliate programs, particularly within the CBD industry, lay out strict terms as to how a product can be promoted and linked to by an affiliate. Many programs will monitor their affiliates in order to make sure regulations are being respected.

Final Thoughts

By now, you’re probably aware that the CBD industry is a blooming field of opportunity for brands and affiliates craving high commissions and diverse products to link back to. Whether your niche is yoga, beauty, sports, or even mental wellbeing, joining a CBD affiliate program can be an excellent way to build up passive income with a relevant CBD brand who shares your values.

As an affiliate, your job is threefold: you’re an advertiser, you’re responsible for expanding a customer base and increasing brand awareness- and there’s also a lot of pressure on you to:

• Create, build, and maintain your online platform
• Keeping up with, and maintaining, the best SEO practices
• Research relevant keywords to create high-ranking content

In such a burgeoning market, commission rates are high, brands are eager to establish themselves through any marketing means possible, and there’s no limit to what an affiliate marketer can accomplish if they play their cards right. However, as the industry is so young, keep in mind that most CBD affiliate programs don’t come with ‘decades of experience’, as they might in other industries.

If an affiliate is inventive and driven, and the CBD brand is trustworthy and unique, there is great potential for a successful affiliate marketing campaign.

Anastasiia Myronenko

Anastasiia Myronenko is a Medical Physicist actively practicing in one of the leading cancer centers in Kyiv, Ukraine. She received her master’s degree in Medical Physics at Karazin Kharkiv National University and completed Biological Physics internship at GSI Helmholtz Centre for Heavy Ion Research, Germany. Anastasiia Myronenko specializes in radiation therapy and is a fellow of Ukrainian Association of Medical Physicists.

Good Manufacturing Practices (GMP) constitute a set of standards that are used throughout a number of industries to ensure the manufacturing of high-quality, safe and effective products.  They apply to all stages of the manufacturing process for products like food and beverages, cosmetics, pharmaceutical products, dietary supplements and medical devices. Different countries around the globe have their own variations of GMP, with some more stringently enforced than others. GMP are especially important in the cannabis world.

Every industry is expected to have its own unique set of rules and laws. The cannabis industry is no exception. If you’ve ever spotted a product that boasts its compliance with GMP, you should know that the product you’re looking at is one of quality, safety and effectiveness. Indeed, cannabis companies who are eager to earn their spotlight in the cannabis world often have their facilities GMP-certified.

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In this article, we’ll consider what challenges and opportunities may occur on the path to receiving GMP certification.

Firstly, what does GMP mean?

Good Manufacturing Practices (GMP) are the minimum requirements that a manufacturer must meet in order to ensure that their products are consistent, high-quality and safe for their intended use.

GMP certifications may also apply to a single stage or the entire production process. These practices are implemented in various markets: they can apply to food and beverages, cosmetics, pharmaceutical products, dietary supplements and medical devices.

The basic principle of GMP is that quality control should be channelled into each batch of a product at all stages of the manufacturing process. These practices are the basis of regulation for industries. Specifically, consistency is important for:

• Physicians and patients – to validate the product composition and dosage.
• Researchers – to compare results from clinical trials and studies.
• The cannabis industry – to obtain GMP-certified active pharmaceutical ingredients (API) and provide seamless GMP manufacturing that speeds up the production timeline and diminishes risks from manufacturing activities.

It is important to note that the GMPs are guidelines, not laws. Furthermore, all international and national standards include a few basic principles that are similar to that of GMP:

• Manufacturing processes are clean, controlled, auditable and repeatable. Any changes must be documented;
• Products are manufactured in a suitable facility, with the use of appropriate and regularly maintained equipment;
• Hygiene processes are in effect to prevent contamination;
• Employees are healthy and are certified and trained to perform their tasks;
• Accurate record-keeping, documentation and accounting are carried out, including batch history from manufacturing to the distribution to the end-user;
• Repeatable audits and inspection of production stations by certified bodies are performed;
• Recall and withdrawal procedures must be in effect, and complaints on the products must be checked.

 In general, GMP-certified products must:

• Suit the intended use;
• Come from the licensed supply chain;
• Be of consistently high quality, including consistency in storage, transportation and handling;
• Comply with the requirements of the marketing authorisation or product specification.

As more countries loosen their laws surrounding cannabis, global regulations on cannabis are changing. Many countries, such as the United Kingdom, Germany, Canada, the USA, Greece, Australia and many more have legalised cannabis for medical purposes. Europe is expected to become the world’s largest legal cannabis market and is estimated to be worth up to €123b by 2028.

Fewer countries have legalised cannabis for recreational use. Those include Canada, Uruguay, South Africa, 11 US states, two territories, and the District of Columbia in the USA and the Australian Capital Territory in Australia. Some other countries have begun to decriminalise or de-penalise cannabis use. Countries such as the Netherlands and Spain have loosened their controls and penalties related to cannabis. This represents great progression and advancement in the cannabis world, as decriminalisation and depenalisation are the first steps towards a more tolerant attitude to cannabis legalisation.

Country-specific GMP

Now let’s take a look at some of the variations on GMP espoused by different countries.

The European Union (EU)

EU authorities classify medical cannabis as a medical product, and therefore apply an established standard known as EudraLex Volume 4 of “the rules governing medicinal products in the European Union” (“EU-GMP”). European pharmaceutical companies follow this standard, and medicinal products are sold in Europe under EU-GMP.

The EU-GMP guidelines include key requirements for:

• The quality system and quality control
• Personnel
• Facility and equipment
• Documentation (including records keeping and data integrity)
• Production
• Validation of manufacturing, computer systems, etc
• Qualified person batch release
• Outsourced activities, including audits
• Complaints and product recall
• In-house inspection

Before entering the market, all medical cannabis sold in Europe needs to be manufactured and tested under European GMP, along with Good Distribution Practices (GDP) certification for distribution and warehousing. All European cosmetics and medications that contain CBD should be GMP-certified and listed in the Eudra Database. That is the Union database, maintained and operated by the EMA (European Medicines Agency), that lists products with GMP certificates and import authorisations. Other authorisations mean compliance withDirective 2001/83/EC, which approves cannabis production as an active pharmaceutical ingredient (API) and Directive 2003/94/EC, which outlines principles and guidelines of GMP related to medicinal products and investigational medicinal products for human use. EU-GMP certification evaluates the quality system and quality control, personnel, facility, equipment, documentation, manufacturing, complaint and recall processes.

Prior to Brexit, the UK followed EU regulations. As we all know, the UK left the EU on 31st January 2020, meaning beyond the transition period, EU laws no longer apply to the UK.

GMP certification is necessary for cannabis-based medications. Owing to the fact that CBD products are largely grouped as “novel foods” or as “food supplements” instead of medication, CBD products undergo fewer production controls when compared to medicines. Nonetheless, it is still highly likely that GMP standards will still apply.

Canada

In Canada, cannabis is legal both for medicinal and recreational purposes. Medical cannabis is regulated under the conditions of the Access to Cannabis for Medical Purposes Regulations, whereas recreational cannabis is regulated under the Cannabis Act.

Canada created unique standards known as GPP (Good Production Practices) for medicinal cannabis, which outline the requirements for cannabis cultivation and processing facilities. GPP standards evaluate facilities and equipment, quality assurance and quality control, sanitation, documentation, and security.

What’s unique about GPP is that it represents a combination of principles from both medical and consumer product regulation. It should be noted that there are significant differences between the GMP and GPP. The EU-GMP guidelines are more detailed and have established specific requirements and principles on what must be included in the quality control measures. By contrast, the GPP standards are much less detailed and are more open to interpretation. These differences make it difficult to compare the two sets of standards. A key thing to note is that GPP-compliant Canadian companies must apply for the EU-Good Manufacturing Practices (EU-GMP) certification if they intend to export their cannabis products to European markets.

USA

In the United States, the Food and Drug Administration (FDA) sets out the guidelines for food, dietary supplements, drugs and cosmetics manufacturers. These are current Good Manufacturing Practice (cGMP), where the “c” indicates the company’s responsibility to ensure compliance with the FDA’s most current guidelines, which often change.

However, because cannabis remains illegal at a federal level, there are no uniform Good Manufacturing Practice guidelines for the cannabis industry. The FDA sets out cGMP guidelines in the Code of Federal Regulations. However, the FDA has yet to establish regulations on CBD, and it remains the responsibility of the manufacturer to follow GMP guidelines and undergo inspection voluntarily.

Mutual Recognition Agreement (MRA)

The EU, United States and Canada all regulate drugs independently, which leads to different regulations and information from regulatory bodies, thereby creating trade barriers. As a result, the major markets created a Mutual Recognition Agreement (MRA) for GMP across different markets.

Since 2003, the MRA has been set between Canada and the EU, which has helped to reduce many barriers and paved the way for a more homogeneous market for its players. Unfortunately, those agreements may not cover medical cannabis, which is why many Canadian companies joined the EU-GMP certification race. For example, MRA agreements between some EU countries and Australia include medical cannabis, if it is regulated as a medication in the other country. Therefore, an Australian medical cannabis company with GMP certification from the Australian Therapeutic Goods Administration has the right to export medicinal cannabis to the EU without having a separate EU-GMP certification. Did you follow that?

What is the difference between cannabis GMP and GPP?

Receiving the Good Production Practices (GPP) certification is a less detailed and lengthy process than that of GMP. The GPP covers information on a cannabis product label, including its cannabinoid content, though its regulations do not require a batch-to-batch consistency. On the other hand, the GMP covers many additional quality aspects, such as the manufacturing process, raw material control, in-process testing, storage, distribution, validation and final product quality, including the accuracy of cannabinoid content and batch-to-batch consistency.

If a manufacturer produces a million CBD products, they might test just a fraction of them. If GMP standards are not followed, and there is no consistency in the safety of production, some of these products may be safe for consumption, while others may not. This may lead to product recalls or withdrawals, damage to brand reputation, and sometimes, lawsuits.

Why apply for GMP certification in the cannabis industry?

Here are the main ways in which GMP compliance may benefit cannabis companies:

• GMP certification helps to align international market participants to a well-known and accepted standard. However, the implementation of GMP guidelines alone will not remove the need for international inspections until cannabis is properly regulated and considered in mutual agreements
• GMP manufacturing ensures that the production and products comply with the highest quality standards
• Having a GMP certification means that cannabis products are safe, which gives companies a reputational advantage
• A GMP certification allows companies to expand to international markets

GMP compliance and certification are not widely required. However, it may become the standard as the industry matures and overlaps with more established ones such as food and pharmaceuticals. By complying with GMP standards, businesses gain access to wider international opportunities and reduce further business risks due to the stringent practices of manufacturing processes, quality testing, product stability and distribution.

The GMP certification process

The EU-GMP certification process may include the following steps:

Setting a target

There may be different reasons why a company may wish to apply for an EU-GMP certification; for instance, it may hope to enter overseas markets. Establishing a clear objective helps inform the kind of GMP certification that the company should obtain. There may be other GMP certifications, such as cGMP in the US, EU-GMP in EU and Guide-104 GMP in Canada. These certifications are similar, though they are generally more applicable to companies under the jurisdictions where they are certified. For example, if a Canadian company plans to produce cannabis-based medications or active pharmaceutical ingredients in Canada, it will have to apply for Guide-104 GMP. However, if the company plans to sell these medications in the European Union, it requires the EU-GMP certification.

At this stage of the process, the company evaluates its infrastructure and its compliance with GMP requirements. EU-GMP requirements differ from GPP as they cover wider areas, such as production and storage. This evaluation detects the gaps in infrastructure requirements and measures a company’s ability to fix them, as well as calculating the potential costs. If the company accepts the EU-GMP infrastructure requirements, it must implement and minimise these gaps in a way that is acceptable under GMP guidelines.

Quality management systems assessment

This stage is a gap analysis between the existing quality management system and the one that complies with EU-GMP. A good example is a gap assessment between GPP and EU-GMP quality management systems. Things are complicated as there are no specific requirements in GPP, and GPP compliance does not provide a shortcut to a GMP certification. On the other hand, some GPP requirements may be similar to GMP. Therefore, a GPP-compliant company is likely to meet some Quality Management System (QMS) requirements. If necessary, the QMS of a GPP compliant company can be audited and updated to conform with GMP.

Many businesses don’t have high-level documentation, such as a master validation plan or a quality manual. These documents describe how the company operates. At this stage, the company needs to create these documents for further submission to the relevant authorities, including the Federal Institute for Drugs and Medical Devices in Germany.

A standard operating procedure (SOP) includes a company’s instructions, which help employees to carry out complex routine tasks. Manufacturers can have up to several hundred SOPs. These instructions need to be updated for GMP compliance, including the update of the regulatory references within operating procedures.

GMP implementation

If the company reaches this stage, it goes through a validation and stability programme.

The validation stage helps to update documentation, standardised operating procedures, and add missing programmes. Validation can show that the facility can manufacture products of consistently high quality and in compliance with standards. However, many cannabis processes don’t require full validation, just validation for separate processes. Validation is a long process that can take up to a year.

The stability stage is necessary as it helps to establish a shelf life for the product. Stability isn’t required under GPP regulations. Therefore, GPP-compliant companies are likely to undergo GMP compliance from the very beginning due to their lack of data. This is a time-consuming process. For example, if a company performs a stability program and plans to establish a one-year expiry, they would need to test the products every few months within a year. Stability stages should be designed according to international standards, such as ICH Q1 or BfArM.

After GMP implementation, it is time to run with new systems for a number of months to show that the company is functioning under the GMP standards.

This stage is not strictly necessary but highly recommended. A mock inspection is performed by a third party and helps to identify any potential issues regarding EU-GMP compliance. A mock inspection is conducted in the same way that a real inspection would be, and may include reviewing records, interviewing employees, discussing the logistics of the inspection and touring the facility. This stage helps the company prepare for future inspection and feel more confident that it will pass.

Audit

An audit is an outer, outsourced procedure. It is performed by the importer’s Qualified Person (QP) for an audit or a third-party auditor. For example, the auditor of supply chain logistics ensures that the quality and integrity of products during transportation, warehousing, handling, testing and distribution is maintained through the journey from supplier to customer.

Inspection

In Europe, GMP standards compliance is verified by the European Medicines Agency (EMA). It conducts inspections to examine the quality of products and their relevance to the intended use. Once the EMA, FDA, or another certifying body has received an application for GMP certification, they will arrange the inspections and confirm the company’s compliance with their standards.

EU-GMP applications are submitted via EudraGMDP. This is long and costly, which is why smaller producers may lack the means to become officially GMP-certified, despite fully complying with GMP standards. The EU-GMP inspectors will issue EU-GMP certificates or manufacturing and import licences. The applicant will have to complete a GMP compliance report before an inspection. The inspection team will interview relevant personnel, review documentation and visit the facility. During the site visits, the inspectors may check manufacturing areas, quality control laboratories, stock and storage areas, temperature control, returns areas, purchasing and sales functions, and transportation arrangements. Overseas manufacturing sites will also be inspected. Further periodical inspections are also performed based on risk assessments. During the COVID-19 pandemic, licences and certificates have been issued as an electronic PDF copy.

Why is GMP so important for CBD products?

In recent years, CBD has become an internationally adopted wellness trend, sparking buzz across the globe due to its potential benefits to our wellbeing. With CBD gaining such wide-scale popularity so rapidly, many companies have seen this as a lucrative opportunity and have jumped on the trend, some of them cutting corners in the process. In addition, try as they might, authorities can’t always keep up with the speed at which the CBD industry continues to grow. The CBD hype has thus exposed many consumers to fake products and dubious companies that do not follow quality standards, such as GMP regulations.

According to a 2019 investigative report by Ellipse Analytics and CBS Austin, up to 70% of the 240 bestselling hemp CBD products available online or from non-dispensary retailers might contain heavy metals, chemical pesticides, toxic mould and other harmful contaminants. The results of independent lab tests emphasise why it’s important to make sure that CBD products are GMP-certified and have certificates to testify to their quality.

Is GMP for cannabis products necessary?

GMP certification is necessary for cannabis-based medications. As for CBD products, however, it remains at the manufacturer’s discretion. Unfortunately, this means that not all CBD products are GMP-certified. Therefore, the lack of a GMP certification makes it difficult for consumers to know if what they’re buying is a safe and unadulterated product.

Most reputable CBD companies undergo GMP certification to ensure that their CBD products are genuine and do not have harmful ingredients. Considering the lack of regulations and excess of unregulated products, obtaining GMP certification is a chance for companies to give their products the stamp of safety and legitimacy. As the cannabis industry grows and matures and demand increases, GMP certification is likely to become a requirement in the future, despite the high costs of compliance and certification.

GMP certification is applicable at a jurisdiction level, which means that to work as a GMP-compliant company in the EU, a CBD manufacturer in the US or Canada will need to apply for GMP-EU certification.

Why is GMP certification a must in the cannabis industry?

Both local cannabis products and those exported out of the country should be of a certain and consistent quality. To reach this desired quality and safety, the manufacturers should adopt quality standards and employ the best practices in all processes from cultivation and production to distribution and documentation. The main goal of the GMP certification in the cannabis industry is to create “pharma-grade” cannabis products.

As for the consumers, GMP certification helps them to make more informed decisions and is a mark of reassurance that the cannabis products they (may) buy are effective, do not contain contaminants and do not pose a risk to their health. People using cannabis products generally do so to feel relief from symptoms and improve their wellbeing. The last thing a consumer wants or needs is to end up suffering from adverse side effects due to the poor quality of their cannabis products. Therefore, GMP certification attached to a company and their products, along with a clean certificate of analysis, is the best way to ensure the safety of a CBD product. A GMP-certified CBD product demonstrates that the product has been processed, extracted, packaged and distributed in fiercely sterile conditions under the strict requirements of GMP.

By purchasing from a company whose products are tested by third-party labs, whose Certificates of Analysis are published and accessible, and who are GMP-compliant, the customer can have full confidence that their product(s) is uncontaminated and of high quality.

What may happen without GMP certification in the cannabis industry?

Although GMP standards are not commonly applied nor required in the cannabis industry, cannabis regulations are expected to become more necessary in the near future, which is great news for those who worry about purchasing unregulated products.

The failure to conform with GMP standards in the cultivation, production, packaging and distribution of cannabis products can lead to them becoming restricted goods. Such products may lack the declared active material content and contain heavy metals, toxins and other contaminants. As a result, manufacturers may lose sales opportunities in international markets due to their lack of GMP certification.

How did COVID-19 affect GMP certification?

During the Coronavirus pandemic, many cannabis facilities looking to gain their EU-GMP certifications had to be delayed due to the travel restrictions.

For some companies, this suspension posed a challenge to the receipt of GMP certification and exports to the EU market. The companies that didn’t undergo an audit before the COVID-19 pandemic have had to wait until EU inspectors can travel overseas. The Medicines and Healthcare Products Regulatory Agency (MHRA) in the UK has decided to limit the inspections only to the essential businesses for an unknown period. Nonetheless, audits remain necessary for the EU-GMP certification and exports to EU markets.

The good thing is that some local producers in the EU, such as Denmark, can be certified by domestic health agencies. In this case, EU companies can sell medical cannabis throughout the European Union, replacing more expensive foreign products.

Best GMP-certified CBD oils out there

Before we conclude this post, we thought we would remind you of three of our favourite GMP-certified CBD oils available to purchase on our website.

• CBD Brothers Purple Edition Oil Hybrid

CBD Brothers Purple Edition Oil is made from Cannabis Hybrid Whole-Plant Extract. By this, we mean it was made from 70% cannabis Indica and 30% cannabis Sativa strains. This 10ml bottle contains 320mg of full-spectrum CBD extract with a THC content of less than 0.2%, so you’ve no need to worry about being intoxicated. What’s more, 320mg is a great concentration if you’re a novice to the CBD world. All the ingredients and components of this oil were ethically sourced from organically cultivated plants in Holland. And, you guessed it, CBD Brothers are GMP-certified!

The GMP-certified company Naturecan brings you its extra potent 40% CBD oil for a fully transformative experience. With 4000mg of CBD per 10ml bottle, this rich broad-spectrum CBD and organic MCT oil promises a higher absorption rate. Furthermore, this oil is infused with a natural spearmint flavour for a minty twist that will not only freshen your mouth, but your mind too. In every drop of this liquid gold, there is a whopping 16mg of CBD, which may be more than enough for your daily dose.

• Kenaco CBD Oral Tincture – 1000mg

Another great CBD oil on the market – which, naturally, complies with Good Manufacturing Practices – is Kenaco’s broad-spectrum 1000mg CBD Oral Tincture. The oil is created with all-natural, vegan and vegetarian-friendly components, is sweetened with stevia and enriched with active cannabidiol. This oil has an aromatic flavour profile and is loaded with natural terpenes. The peppermint undertones and grapeseed oils will refresh and awaken your senses. And if that wasn’t enough, Kanaco will also plant a tree for every product purchased!

The main goal of GMP certification, whatever type of GMP certification, is always to provide markets with safe products and prevent customers from potential harm. EU-GMP certification is a costly, time-consuming, and data-driven process. Sometimes, it requires the insight of consultants experienced in GMP certifications or additional mock inspections.

Even with all these challenges, GMP has many potential advantages:

• GMP certification creates an even playing field for all market participants and helps to bring their operational processes and products to an established and accepted standard
• The practices themselves ensure that cannabis and CBD products are produced under the highest quality standards
• The GMP stamp on a label translates to safe and effective cannabis and CBD products
• GMP certification contributes to the company’s reputational advantage
• GMP allows companies to export products to international markets

In any case, GMP certification helps companies to reach the gold standard for international quality compliance and ensure the safety, quality, and efficacy of cannabis. However, the certification process requires funds, time, and a thorough and well-designed strategy.

Anastasiia Myronenko

Anastasiia Myronenko is a Medical Physicist actively practicing in one of the leading cancer centers in Kyiv, Ukraine. She received her master’s degree in Medical Physics at Karazin Kharkiv National University and completed Biological Physics internship at GSI Helmholtz Centre for Heavy Ion Research, Germany. Anastasiia Myronenko specializes in radiation therapy and is a fellow of Ukrainian Association of Medical Physicists.

If you’ve ever wondered how to market a CBD brand, you’re not alone. In this article, we’ll show you everything you need to know about CBD advertising, from social media to the actionable marketing strategies you can use to make your business stand out from the crowd. We’ll also take you through CBD advertising laws in the UK, US, and Canada, as well as examining the challenges of the market and how you can answer them in your marketing strategy.

CBD has been on everyone’s lips (and under everyone’s tongue) as the latest must-have wellness supplement. The global CBD industry is rapidly growing, expected to rise to $3.5 billion by the end of 2021, and is expected to have a compound annual growth rate of over 20% in the next decade.

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These numbers reflect what many have noticed already: everyone (and even their dog) is interested in CBD products – whether it’s oils, gummies, fizzy drinks, or skincare. If you’re a new CBD brand wondering how to stand out from the thousands of new small CBD businesses, we’re here to help. The key? A good CBD marketing strategy. But it’s more than simple marketing – your business also has to comply with cannabis-related laws where you live, among other things. At Alphagreen, we’re here to make things simple for you. We’ll take you through:

• Why consumers are interested in cannabidiol (CBD), and how you can use this to your advantage while marketing a CBD brand.
• What makes CBD advertising hard, including the large market, overwhelming ranges of products, consumer confusion, and more.
• We will then take you through the basics of establishing a CBD brand, zeroing in on what makes your brand irresistible to CBD lovers and newbies alike.
• Afterwards, we’ll have a brief look at CBD advertising laws, what you can’t say in your CBD marketing campaigns before launching into the ins and outs of advertising your CBD on social media platforms like Facebook, Twitter, and Instagram.
• Finally, we’ll tell you about all the best ways to spread the word about your CBD brand, from email marketing to how to encourage good word of mouth throughout your customer base.

What is CBD?

As a CBD brand, you probably already know CBD as a cannabis-derived wellness supplement. Still, it’s worth going over the basics and consumer expectations of what exactly CBD can do. Most CBD products come from industrial hemp and only have trace amounts of the psychoactive compound THC (under 0.3% per product).

Consumers see CBD as a way to supplement common conditions such as:

• Anxiety
• Sleep
• Pain
• Inflammation
• Acne
• A whole host of other symptoms!

As consumers rely on your business for a portion of their healthy lifestyle, it falls to you to create a trustworthy, well-informed image. As you develop your CBD marketing strategy, keep in mind the reasons why many people are interested in cannabidiol to begin with:

• Unlike THC, CBD doesn’t come with psychoactive effects, but it just might enhance your health.
• While it does come from the cannabis plant, CBD supplements are legal in an increasing number of countries around the globe.
• Influencers, and the internet at large, love CBD. Many people are learning about their cannabis options simply by scrolling through their social media feed, which is providing an increasing awareness about the benefits of CBD.

What Makes CBD Marketing Hard?

Before we launch how to market your CBD brand, we must first understand the issues and problems you’re likely to face throughout any CBD marketing campaign.

While the rapid growth of the CBD market is positive in terms of spreading awareness about CBD to a more general audience, it also means that there are thousands of CBD businesses, corporations and franchises all vying for attention. In the United States alone, the collective market for CBD sales will exceed $20 billion by 2024.

In a smaller market, it might be enough to simply set up a website, pay for targeted advertisements via social media, and commission a sleek-looking logo. However, this is only the baseline for marketing a CBD brand.

Have you ever looked for a white t-shirt in a store, and been overwhelmed by the sheer amount of choice? While all the t-shirts you look at are the same style, the same colour, every brand wants to sell you the same thing with a different label. It’s very much the same with CBD branding, if you’re not careful.

Many customers won’t differentiate one 5% CBD oil from another, with small details like bottle and label design often being the only deciding factor between initial purchases.

As a result, CBD brands have to go the extra mile to stand out with a range of unique products, or by investing in a smaller range of premium quality products. This can include working with industry experts, an experienced CBD formulator, and an expert marketing team.

Large Customer Base

Before you commission a line of every CBD product under the sun, you have to ask yourself: who will my brand appeal to? When you know who you’re selling to, branding becomes simple: figure out what they want to buy, and provide that.

For instance, if your ideal customer lives with chronic pain as a result of constant exercising, you may wish to bring out lines of exercise-related CBD products like protein powder and muscle-cooling balm.

Alternatively, suppose your consumer base works stressful office jobs. In that case, you may want to bank more on ‘calming’ products for anxiety like CBD vapes, edibles, and other inconspicuous, easy-to-use products.

When deciding on a consumer base, consider variables like the age, gender, background, hobbies and interests of your ‘ideal’ customer. In trying to appeal to this imaginary person, you wind up attracting real people with the same issues and backgrounds.

Lack of Consumer Education and Understanding

Despite the growing market and increasing awareness as CBD products go ‘viral’ across the internet, many consumers don’t know what CBD is, or worse- they associate it with illegal cannabis and don’t think it can be legally sold.

Others are worried about the side effects of CBD or don’t know if they can use it alongside medications or alcohol.

Some even worry using CBD could lead to substance abuse, and view it as a ‘gateway drug’. The lack of awareness about the truth and science of CBD can make things difficult when it comes to marketing and establishing your CBD business, since you can never be sure of a consumer’s background awareness before they first see your advertisement.

Establishing a CBD Brand

Your CBD brand is the foundation from which you build any marketing strategy. By establishing your brand early on, you decide:

• Who your target audience is (who buys your products, their age, where they live, etc.)
• Where you will sell your products and what the CBD advertising laws are like there (while the majority of sales come from online, you may also wish to open a physical store)
• What problems they wish to solve with CBD (arthritis, anxiety, exercise pains, etc.)
• Are you targeting CBD veterans or people who are newer to the market?
• What are the unique things about your brand and products that make you stand out from the rest of the industry?

Having answers to these questions stops you from spending valuable money on ineffective CBD marketing strategies. Just like you wouldn’t market dog food to cat owners, your ads should focus on where the attention of your audience is, and you can only know who your audience is by building a solid brand identity before you start marketing.

The three essential parts of branding (from a marketing perspective) include:

1. Brand positioning (who you are, what you sell, and why you sell it)
2. Brand assets (colours, designs, and fonts associated with your brand, as well as more physical things like business cards, internal templates, and internal procedures the customer likely isn’t aware of)
3. Brand promises (what you pledge to do for your customers)

Before spending a penny on anything marketing-related (aside from a good team), you can begin creating social media accounts on Twitter, Instagram, and Facebook (as well as anywhere else on the internet frequented by your target audience). We’ll talk about CBD advertising laws more in-depth soon. However, for now, just know it’s a good idea to choose two social media platforms for your brand to begin organic (non-paid) marketing.

Another thing that can help you establish a brand is to examine your competitors. These will be other CBD businesses in your niche, selling similar products with similar brand positioning and promises. Studying how they market themselves, what strategies they use, who their customers are, their strengths and weaknesses and unique selling points can all help you discover your own distinct brand.

Why is Marketing Your CBD Brand Important?

We know that there’s a market for CBD products everywhere, with more companies springing up all over the world every day. Learning how to stand out from the crowd is only possible with an excellent marketing strategy.

How to Market a CBD Brand

Focus on your niche – survey your audience to figure out what your niche is, and continue narrowing from there until you have a good baseline of your audience’s needs, what problems they have that you can solve, etc.

Educate your audience – not only on CBD as a topic, but why your products specifically can solve their problems.

Build brand awareness– this comes naturally with any good marketing strategy, but there are little things you can do to improve brand awareness yourself, such as interacting with your audience on social media, affiliate marketing (usually only for more prominent brands), including your logo and slogan on every post (where appropriate), etc.

Bring your customer’s voices to the forefront of everything you do– this means paying attention to feedback on your products and social media, including featuring customer testimonials on your website and posts. As long as what the customer says complies with CBD advertising laws, this should boost your reputation and encourage both new and repeat purchases.

Interact with your audience constantly– through newsletters, exclusive discounts (for loyalists and subscribers, of course), and incentivise them to grow your customer base via rewards for referrals, etc. This combined with surveys across your social media channels will ensure you’re aware of customer desires and needs, keeping your brand’s finger on the pulse of where it needs to be in order to provide the best customer support even when your customers are off-site.

Common Problems for CBD Brands

Is CBD Legal?

One common question many brands find themselves answering over and over concerns the legality of CBD. While we know CBD brands know their stuff, it is still worth refreshing our memory on the essential legalities of CBD (and what our customers need to know) before we examine the more complex side of CBD advertising laws.

Is CBD Legal in the UK?

As long as CBD doesn’t contain THC (or only contains it in trace amounts, such as 0.2%), a CBD product is legal.

Is CBD Legal in the EU?

While laws are subject to variation from country-to-country in the EU, as a general rule of thumb, CBD products are legal as long as they only contain trace amounts of THC and are derived from industrial hemp.

Is CBD Legal in the US?

In the United States, CBD oil is generally legal as long as it contains 0.3% THC or less. While laws vary from state-to-state, it’s essential to keep yourself up-to-date as they are in a constant state of flux as attitudes towards cannabis as a whole begin to relax.

Many places distinguish between medical and recreational marijuana, with attitudes toward medical cannabis generally being more relaxed. It is always worth researching and informing your consumers about the laws where you are for the sake of trust and transparency.

Influenced partly by former US President Donald Trump’s 2018 Farm Bill, cannabidiol has been a rapidly-changing market on both sides of the Atlantic. Many US businesses are looking to begin selling in the UK- creating much confusion about how CBD should be marketed within the bounds of UK cannabis laws.

Saying the wrong thing in your marketing material can have severe consequences – even criminal sanctions against your business.

While the law around CBD advertising in any given country is constantly changing and complex (and you should definitely involve a lawyer or other expert in any advertising decisions, overseas or otherwise), we can still take you through the basics:

• CBD in the UK, for the most part, is classed as a novel food, meaning that CBD products can’t be marketed in the UK without prior permission from the European Union (though in the aftermath of Brexit this may be subject to change).
• All CBD products must come from approved plant types (such as hemp), and contain 0.2% THC within the raw plant content (meaning regulated CBD products should generally contain under 0.2% THC).
• All the normal laws surrounding consumer protection and advertising should be followed- meaning no misleading claims about CBD can be made in any promotional materials.
• In addition, the type of CBD product you’re selling will also have an impact on the advertising laws surrounding it, as there are different sector-specific rules for food, supplements, cosmetics, vape fluid, etc.
• Advertisements should also be socially responsible – don’t associate your brand with illegal drugs, including links to cannabis
• When making claims about what CBD (or medical cannabis) can do for your health (or any specific conditions) your brand should tread lightly. Any health claims you make should be within MHRA guidelines. If the product includes more than trace amounts of THC, you may need to seek additional licenses.
• If you’re a CBD cosmetics brand, ensure you have a valid Cosmetic Product Safety Report (CPSR).

Okay, by now we know that you can’t make ‘claims’ when you market your CBD brand.  What does this mean, exactly?

Medical Claims

As a general rule, hailing CBD as a miracle compound that can cure all your ills (including severe conditions like cancer and Alzheimers) is more than a fast way to sound like a snake-oil salesman. It can also find your CBD marketing campaign cancelled by legal authorities, and your business in trouble.  Likewise, ‘deceptive marketing’ is disliked by the FDA and UK authorities.

Claiming that CBD can ‘treat’ or ‘cure’ medical conditions like epilepsy, arthritis, chronic pain, insomnia, depression, or anxiety is not a good way to win over consumers, either. You want to give them realistic product expectations, not pipe dreams. The fact is, while research for CBD looks promising in many of these areas, there can be no 100% guarantee until further research is conducted. Until then, treat CBD as a supplement or health food, rather than a medical tool. Any wellness claims you do make about CBD must be backed up with relevant studies.

Rather than claim CBD can treat your consumer’s medical condition, you can advise them on the best ways to include CBD in their wellness, exercise, or self-care routine (this is where knowing the interests and hobbies of your consumer base comes in handy).

Unless you’ve been living under a rock since Facebook’s launch in 2004, you know the importance of using social media to market your CBD brand. However, thanks to CBD’s association with restricted substances like illegal cannabis, many websites have a strict policy regarding advertising CBD products.

Facebook

If your CBD product is hemp-derived, there’s a chance Facebook will let it fly. Where the platform originally banned CBD products outright, in 2019, they relaxed their policy to allow CBD topical products to be advertised. Ads can also redirect to landing pages featuring certain hemp products, but CBD ingestibles (like oil and edibles) can’t directly appear in the ads themselves.

Google (Adwords)

Like most US-based companies, Google prohibits advertising CBD. Even after the 2018 Farm Bill relaxed cannabis laws in the United States, cannabis has not been made universally legal across the country and Google can’t advertise CBD as a result. While there are some ways for creative brands to sidestep Google’s policies, this can do more harm than good – it’s often best to find another way to advertise on a different site without misleading your consumers with ‘clever’ tactics.

Instagram

Instagram users are less likely to be penalised than advertisers on other social media. However, if your advertisement is found to be in violation of Instagram’s guidelines, your account can be permanently deleted. One valid way around this is to advertise your brand’s CBD blog, sharing educational content about CBD (without mentioning your products or making health claims) and other between-the-lines posts that solidify your brand’s presence on the app without seeming like you’re trying to overtly sell something.

Your brand profile and story posts can include links to your store – as long as you are not using the paid advertisements feature, it is unlikely the app will penalise your account.

Twitter

As with most other social media, Twitter doesn’t allow for advertisements of illicit substances or even herbal drugs, so CBD advertisers are unable to participate in paid advertising. However, you can still maintain a brand account and post information about your latest products (with links back to your website).

No matter which social media you decide to use to further your brand’s identity, keep these basic tips in mind:

• Post frequently
• Like and reply to all comments
• Keep your posts informative – your goal is not just to sell a product; you also want to enlighten your audience.
• Social media is a place to show off how your brand differs from the rest and give your products a ‘personality’ that your target audience will find magnetic.
• Don’t make any health claims about CBD that could get you on the wrong side of the MHRA, FSA or FDA.
• Personalise your brand within your posts – a team photo or happy customer’s face will provide more social proof than many more ‘official’ looking paid advertisements.

Marketing Strategies & Tips for CBD Brands

Okay, so social media is mostly off the cards (for now- attitudes do seem to be relaxing over time). How else can you market your CBD brand?

The industry is still nascent, so you’ll need to use a combination of off and online marketing techniques to build your brand recognition, educate your consumers, and keep your finger on the pulse of your niche. Without further ado, here are nine ways you can market your CBD brand.

1. Make Your Brand Stand Out

While there is an argument to be made to specifically look into brands that are similar to yours, studying how they market their products (and how you can use their knowledge to your brand’s advantage) at the end of the day, you have to be your own brand. There are three things most premium CBD brands have in common:

• A third party lab-tested product, backed by science (and accompanying certificates of analysis for each product).
• A lean away from the ‘cannabis can only get you high’ reputation of the original plant – most legitimate CBD brands are very vocal about the low, legal THC content of their products. Any claims brands make are supported by scientific evidence, and are usually directly linked to so that the customer can fact-check for themselves.
• A simple goal for their customers to relate to.

You can help yourself stand out by making claims – not illegal medical claims, but unique, substantiated claims about what your product can do. For instance, if you sell CBD vapes, you can say your product is one of the fastest ways to feel the benefits of CBD (as vaping has the best bioavailability rate of any other method of taking CBD).

It’s a good idea to have a diverse product range once you’ve solidified your place in the market. If you’re successful enough as a brand, you may even expand into selling clothing or accessories that allow your consumers to show their love out on the high street.

Some brands even perform a gap analysis or clinical trial upon their product to further set them apart from brands who rely on more general studies done on ‘CBD topicals’ or ‘CBD oil’ as a substance, rather than a refined product. Being able to make distinctive claims about your product is one thing, but having a specialised study around it puts you a step ahead of the competition.

Outside of the product, there are a host of other factors that can make you stand out as a CBD business, such as free shipping or amazing customer service.

2. Know your Unique Value Proposition (UVP)

Similar to making your brand stand out as a whole, your UVP is a way of broadcasting to the consumer why they should choose your product over all the similar CBD products on the market. Of course, it needs to be something that sets you apart from the competition.

Consider your ideal customer’s problems, hobbies, and interests, and how your product can help them achieve their goals.

Your UVP should be simple, believable, meaningful to your audience, and – of course – unique. Once you have a solution to your customer’s problems, CBD marketing becomes a whole lot easier. Advertisements can centre your brand with your UVP in mind, creating something compelling for consumers to crave.

Consider where your CBD is grown (many brands consider Swiss-grown hemp a secret weapon in their marketing arsenal), unique manufacturing or farming quirks your brand uses, or even the stellar quality of your customer service. Any one of these can contribute to a compelling UVP, as long as you have evidence to back yourself up. Customer testimonials about a specific product, lab reports, etc, can all help to establish public confidence in your UVP.

Test your UVP once you’ve decided what it is. Try using different languages across different ads on different platforms, targeting a range of keywords, and see what performs better ( by comparing click-through rates). This is known as A/B testing, and it makes deciding on a final UVP (or changing an existing one) simple as A-B-C!

3. Build a Website

Having an online presence as a brand is as important as building one to start with. The beating heart of your online presence should be a beautiful, easy-to-navigate website. Everything from the product to the colours and font should be catered to your audience.

In the culinary world, they say ‘the first bite is with the eyes’ – well, the same is true in web design. Visuals should be clear and attractive, it should be easy to navigate from page to page on your website, and category/content titles should be enticing, making your audience want to stay longer.

Keep in mind that many people still doubt CBD’s legitimacy and legality, so your business should present itself in an elegant and professional manner. No matter how iconic you think the marijuana leaf is, plastering it everywhere will do little to increase consumer confidence. If possible, your landing page (where a customer lands first after clicking on your website) should soothe any concerns they might have about CBD’s benefits, side effects, and validity.

Many brands prefer to have a dedicated FAQ page all about CBD. Other sections of your website should include:

• A store (with optional category pages)
• An ‘About Us‘, ‘What We Do’, or ‘Meet the Team’ page (with contact information for business and customer enquiries)
• A blog (your posts should aim to answer common FAQs more in-depth than your FAQ page)
• Product reviews (this could be a footer across all pages of your website, or a dedicated page all of its own, but customers should see themselves reflected somewhere in your website)

To further personalise your customer’s experience, you might even use a chatbot or live customer service to directly engage with digital visitors on an individual level.

4. SEO

‘Should I use SEO?’ isn’t even a question for most CBD brands, or businesses as a whole. Search Engine Optimisation allows you to not only elaborate on why your products are worth someone’s hard-earned cash, but they also allow your brand to become a hub on information about CBD, building consumer confidence and trust within your business. Some examples of how you might use SEO include:

• Blog posts (guides to the basics of CBD, how-to guides, etc)
• Videos (an excellent way to build a parasocial bond with your audience)
• Podcasts (some sites, such as WordPress, even offer you the opportunity to turn your blog posts into podcast episodes directly. In a world where 76% of UK podcast listeners have made purchases based on an advertisement or sponsorship, it’s worth the investment.)
• Customer surveys
• Social media (yes, this falls under SEO too)

The majority of CBD brands will use blogs to inform and engage their target audience, and a massive part of building a successful blog is having good SEO practices. There’s no need to dive into things blindly – you can hire an SEO expert to help you out and ensure you’re spending your SEO budget wisely.

While you still can’t make any medical claims about CBD, you can still provide customers with in-depth ideas on how to incorporate your products into their daily lives and routines, as well as give them realistic expectations on how your CBD can solve their problems. SEO can empower your brand to become a trusted leader, bringing scientific literacy to your audience, and bringing your audience to your website.

Remember, your content should always focus on what the reader wants to know, such as:

• Information about CBD (the science of it, and why it can be trusted)
• The benefits of CBD
• Information about the different ways to take CBD
• Where they can buy the best CBD products

Here are a few SEO tips we can give you for free:

• Do your keyword research. Tools like Google Analytics and Ahrefs can help you figure out what topics are worth focusing on in your content. What questions is your audience searching? Which keywords come up more often than others? What do the Search Engine Result Pages (SERPs) look like for your chosen keywords, and how can you emulate that content in your own style, adding to it?
• Focus on a small amount of high-volume keywords that are relevant to your products, and make sure your articles, social media, and blog posts use them. This will signpost to Google that your website is a ‘content hub’ for these phrases, where searchers can find a lot of helpful information about those keywords (for example, ‘CBD oil’).
• Make sure your blog posts and videos are what your audience wants to see. For example, don’t write about the benefits of CBD denture cream if you’re targeting 21-30 year-olds.
• Outsource content writing and creation to the experts. This can save your team time and energy while also being an investment in the long-term success of your SEO strategy.
• Post consistently (once or twice a week) to enhance your online presence and build a long-term readership. Not only this, but update your older posts with the most recent discoveries and data, so that new readers will always find the most relevant information on your page.
• Make sure you have your own internal SEO experts to review your strategy and flag any issues where they appear within your strategy. They can also help you with link building, backlinking, reviewing content, and more complex SEO tactics.

5. Analytics

Software like SEMrush, Kissmetrics, or Optimizely can help you examine how any CBD marketing strategy is going in real-time. Not only this, but you can monitor which content topics your readers like most, and write more about them, resulting in more views, website clicks, and (eventually) sales!

If you’re not keeping an eye on Key Performance Indicators (KPIs) and other relevant analytics in real-time, you don’t stand a chance against more observant competitors. There should be a payoff for any marketing expense, and if there isn’t, this needs to be examined.

An essential part of any CBD marketing campaign is setting realistic goals, as these will give you something to compare your analytics against in real-time. If something isn’t working, adapt your plan until it does, or scrap the idea. Marketing is about one thing: achieving your goals in order to sell products. If your current marketing campaign isn’t doing that, then it needs to change.

You may even wish to turn a critical eye to what other CBD brands are doing and how you may wish to emulate them, as this 2020 Report by PrograMetrix has done in terms of useful CBD advertising statistics.

6. Influencers

You know how we said social media advertising can be challenging for CBD brands? Well, influencer marketing is one way around that. Influencers are masters of incorporating your products into their lifestyles in a way that resonates with their audience, and that in turn can increase awareness and drive more conversions than paid advertisements. Many companies even allocate the majority of their marketing budget towards influencers.

Whether you start off with a mega-influencer, a micro-influencer, an athlete or a self-care guru, the options are endless (much like the potential payoff from influencer advertising). CBD oils and cosmetics tend to do best from this kind of marketing, but don’t count yourself out of the running if your brand doesn’t fall into the most popular categories.

People are more likely to engage with influencer posts than traditional ads (which you can’t run on social media anyway), as well as providing your CBD brand with a better Return on Investment (ROI).

Influencers come with an in-built audience with which your brand can connect (if you choose the right person). They know how to post within the guidelines of your chosen social media platform, and likely have their own network of people who would love to advocate for your brand – not to mention the fact that good word-of-mouth from an influencer can also result in more followers for your brand’s page. Don’t believe us? Check out these statistics:

• 74% of people overall use social media to guide their purchasing choices
• 62% of millennials are likely to be loyal to brands that frequently engage with consumers online
• 86% of women are more likely to make a purchase after engaging with your brand on social media, and 53% choose to purchase directly because of influencer posts.

Sure, you can apply most of these statistics to your brand’s own social media page, but influencers are the peak of what social media is about: they know how to grow an audience and hold a massive amount of attention, driving 49% of consumers. To put this in context, about 56% of people rely on the opinion of their close friends to make a purchase. Who wouldn’t want to invest in a good influencer marketing strategy?

Here are our top tips for working with influencers:

• Make sure they understand and follow any guidelines regarding CBD advertising laws and claims (most influencers you work with will already have some knowledge of this, especially if they have marketed CBD before. However, it’s always best to be sure).
• Use influencers to promote coupons and promotional codes for your website. This one’s pretty self-explanatory – everyone loves a sale, and the more people who know about your brand’s sale, the more products you’ll sell.
• Choose an influencer who isn’t a stranger to the market. There are thousands of influencers out there who have an audience of CBD users – that means they can do their job well for your company, and that their personal brand is more likely to mesh with yours.

You might be thinking, ‘Email marketing? Didn’t that die out in the 2010s?’ Well, actually, it is alive and well, and it’s stuck around for a good reason. It allows you to build on your existing customer base and keep brand loyalists up to date with the latest sales and CBD discount codes your brand has to offer.

A weekly or monthly newsletter can serve a similar function to a social media account, in that it allows you to foster a feeling of community between your brand and your subscribers. With a friendly newsletter, you can draw customers in and let them know about the latest products, blog posts, and anything else your business is up to. Some might consider this just a part of customer services, but email marketing is equally a part of… well, marketing!

While you can have a simple pop-up on your website that allows a reader to sign up to your newsletter, many brands are offering an extra incentive in the form of a ‘lead magnet‘. For instance, by providing a free pdf about the benefits of CBD oil in return for an email address, or giving away a coupon code in return for a subscription.

As for the emails themselves, these can easily be both automated and personalised to what your customer actually wants to see in their inbox at 9 AM on a Monday. Scheduling software makes it even easier to send emails to your mailing list ahead of big events like sales or live video interviews.

Welcome emails after a customer signs up are fast becoming industry standard, and some brands are taking things a step further, having customers complete quizzes and surveys so that they can be emailed the most relevant items for all their CBD needs, meaning there’s no need to annoy potential consumers with irrelevant emails or ‘spam’. Not to mention, if they leave an item in their cart, you can email them and let them know, resulting in no forgotten purchases!

There are a few different kinds of emails you might wish to send your mailing list:

• Engagement emails – these are for the sake of your brand, letting people know about your latest content, as well as building a relationship with the customer.
• Event emails – after all the effort you put in to have an audience for your brand, you want to be able to inform them about branded events, too! Whether it’s a live Q&A session on Twitter or Youtube, a convention appearance, etc, you can let brand loyalists know via a curated email.
• Educational emails – these should aim to close the knowledge gap between brand and consumer, filled with the latest scientific research, brought down to earth so the customer can understand it, giving them confidence in their next purchase.
• Cross/Up-sell emails and recommendations – if a customer buys a CBD bath bomb, why not email them recommendations for other products that might go well with that, such as a CBD lotion or body scrub? Likewise, you can also recommend a product based on past purchases, what’s in their kart right now, or their browsing history?. The more personalised a customer’s experience, the more likely they are to buy your product.
• Re-engagement emails – if you’ve noticed a former customer hasn’t purchased anything in a while, why not send them a follow-up email with the latest products similar to their last purchase, or let them know about the latest sales and discount codes you’re offering?

8. Word of Mouth Marketing

Even older than email marketing, older than the internet itself (was there ever such a time?) is word-of-mouth marketing. It’s as reliable as it is ancient, and there are a thousand ways you can encourage it within your CBD marketing agenda:

Customer service – training an excellent customer relations team is more than worth the investment in the ever-shifting CBD landscape. While no representative of your brand can make health claims about what CBD can or can’t do for a person’s health conditions (mental or otherwise) if your employees can add individual care and value to the consumer experience, this will result in better reviews and customer retention.

Trade shows – going to industry trade shows means you can meet with other brands for partnerships (or to get a feel for the competition), to demonstrate what your brand is all about and spread awareness on a personal level, and even attract a fresh audience and new attention to your brand; not to mention the possibility of captivating potential investors.

Cross-industry affiliations – it’s a fact that not everyone is trusting of CBD brands. The market has a reputation for being poorly regulated in the best of times, and it’s up to premium CBD sellers to earn that trust back. Part of this strategy could be partnering with brands beyond the cannabis industry, such as businesses within the fitness or beauty sector, to come up with unique products consumers can more easily trust.

Affiliate marketing – 81% of brands use affiliate marketing, meaning it’s probably worth building at least a small affiliate network of people who truly believe in your product and are willing to sell it to more people. Networks like Clickbank, CannAffiliate, and ShareASale are all trusted places to go to get a head start in this kind of advertising.

Public Relations (PR) – the right PR strategy can result in better brand awareness and engagement. It is how the public story of your brand is revealed to your audience, and determines how well it resonates with them. If you can be featured within relevant outlets (magazines, newspapers, websites, etc) that your target audience already knows and trusts, you’re well on your way to solidifying yourself as a CBD leader to the public.

Get creative with your sales channels– if your CBD brand banks on the ‘calming’ properties of CBD and comes with a host of aromatic terpenes, why not partner with a local yoga school or meditation/wellness centre to sell your products? A local gym might be very interested in selling a soothing CBD muscle balm, while a salon might love the appeal of a CBD shampoo. There are endless options to partner with local businesses as a CBD brand, all while enhancing your own business!

Native advertising – while traditional ads can make people feel like they’re ‘being sold to’, a native ad places your brand in the context of everyday life. Rather than unnaturally disrupting the flow of a video or webpage, your brand/product is seamlessly integrated into the content. This means a native advertisement is generally better received than any other kind of CBD marketing. As a CBD brand, it can be hard to find a way to place a native ad on traditional platforms like Google or Instagram. However, many websites are more relaxed and will allow for paid ads for CBD products (within reason and in compliance with the law). Many CBD advertising agencies exist that can help you navigate the often-murky waters of paid CBD advertisements.

Programmatic advertising – this involves an automation tool that can optimise your ROI via real-time bidding (RTB). Essentially, once you know where you can place paid ads, programmatic advertising decides which ads to post, when to post them, and how much you should pay in order to achieve the best results. This essentially ensures your CBD marketing strategy only targets the correct people at the best times.

No matter how you market your brand, you’ll need a fantastic team of sales representatives to manage your customer service and brand relations. These are the trusted people you can send to trade shows and local businesses, who can speak with utter confidence on behalf of your brand and make the personal connections that truly make or break a business.

Be Wary of The Ever-Changing Industry Landscape

In the United States, local, federal, and state laws around cannabis are constantly shifting- creating a knock-on effect for the CBD industry. As a result, it’s essential to stay ever-aware of the legality of CBD advertising laws where you live and where your business is registered. While we’ve done our best to be as thorough as possible at the time of this article’s writing, there is no way to predict how the CBD industry will adapt to the ever-revolving door of legality in many parts of the world.

The best way to be sure you’re on the right side of the law is to work with experienced marketers and industry experts. As a business owner, you should also stay highly attuned to incoming news within the industry.

Alphagreen Services

Here at Alphagreen, we offer an abundance of digital marketing services for CBD brands, including:

• SEO expert services (and content creation)
• Email marketing
• Influencer marketing
• PPC advertising
• Other creative services (such as product photography)

If you’re a CBD brand trying to get your foot in the door of the industry, we’d love to hear from you! At NuOptima, we’ve had the privilege of working with some of the largest CBD brands in Europe. Our creative SEO content team is full of talented writers who can adapt to any tone your brand adopts, no matter how precise or unique.

Anastasiia Myronenko

Anastasiia Myronenko is a Medical Physicist actively practicing in one of the leading cancer centers in Kyiv, Ukraine. She received her master’s degree in Medical Physics at Karazin Kharkiv National University and completed Biological Physics internship at GSI Helmholtz Centre for Heavy Ion Research, Germany. Anastasiia Myronenko specializes in radiation therapy and is a fellow of Ukrainian Association of Medical Physicists.

Severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2) is an RNA virus responsible for the coronavirus disease 2019 (COVID-19) pandemic. Just like the coronavirus family it falls under, SARS-CoV-2 has a crown-like appearance when viewed under an electron microscope, with coronam being the Latin word for “crown”. This is because it possesses spike glycoproteins on its envelope. Members of this huge family are usually causative agents for respiratory, enteric, hepatic, and neurological diseases in various types of animal species. Thus, typical symptoms of infection by these viruses include having a fever, cough, or shortness of breath. Furthermore, the National Centre for Immunisation and Respiratory Diseases (NCIRD) in the United States highlighted that the incubation period (meaning the time from a person’s exposure to the virus to the exhibition of COVID-19 symptoms) of SARS-CoV-2 and other types of coronaviruses (like MERS-CoV) ranges from 2 to 14 days. 

As depicted by Shi et. al. (2020), an infection involving SARS-CoV-2 can be split into three distinct stages. Firstly, it begins with an asymptomatic incubation period, whereby the virus may or may not be detected. This can result in the further spreading of the virus by the infected individual (also known as a carrier) unknowingly, resulting in an increased severity of the pandemic. This is followed by a second stage, whereby the infected person experiences a non-severe symptomatic period with a definite presence of the viral particles. And in the final stage, the patients would have to undergo a severe respiratory symptomatic period, in which the viral load within their bodies will be at their highest. Nonetheless, even if the symptoms have subsided, research by Wölfel et. al. (2020) warned that patients may continue to shed the virus, thus remaining as a carrier.

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In terms of the survival abilities of SARS-CoV-2, Chin et. al. (2020) pointed out that the virus can remain infectious for one day when it is deposited onto cardboard material, and for less than three hours when it is placed on tissue paper or printed paper. In general, smooth surfaces can typically shelter the virus for an extended period of time. For example, the viral particles can survive up to three or four days on a plastic surface, whilst on stainless steel and surgical masks, it actually lives up to a week. 

Current state and efforts in controlling the pandemic

Around 15% of the confirmed infected cases tend to proceed to the severe stage of infection, with a larger proportion of individuals aged more than 65 years old to have an increased susceptibility to progress into a worsened state. Just like how other respiratory viruses transmit amongst different potential hosts, such as the influenza virus (causes the flu) or the rhinovirus (causes the common cold), the transmission is thought to take place via respiratory droplets that forms as a result of the coughing and sneezing by the infected person. 

The degree of infectivity of SARS-CoV-2, or in other words, how easily the COVID-19 disease spreads, can be measured using the unit Ro (reproduction number). Ro represents the average number of individuals that a single infected person is likely to spread the virus to and infect. For COVID-19, the Ro value is projected to be between two or three. When compared to the flu, which has a Ro value of 1.3, this shows that the COVID-19 disease is much more infectious and thus should highlight a greater concern. 

It comes with no surprise that the new COVID-19 infection has spread to every single continent on the planet, with the first cases of the disease shown to be connected to the direct exposure of an individual to the virus at the Huanan Seafood Wholesale Market of Wuhan. This results in the presumption that animal-to-human transmission was the main mechanism by which the virus spreads. Later then on the 30th of January 2020, the World Health Organisation (WHO) declared the outbreak to be a Public Health Emergency of International Concern (PHEIC) per the International Health Regulations (IHR, 2005). At that point of time, the COVID-19 disease has already spread to 18 countries, and to make matters worse, four countries have reported the ability of the virus to transmit from human to human. Meanwhile, Rajgor et. al. (2020) discussed that the death rate for the COVID-19 pandemic remains unclear, however, the current data estimated that this disease is ten times more lethal than the flu.

Governments all around the world are currently pushing to set up countermeasures that can effectively curb the potential devastating effects caused by this pandemic. Health organisations like the WHO have been busy with coordinating the flow of infection whilst issuing directions and detailed guidelines as to how the general public can best mitigate the threat presented by the infection. At the point of writing, social distancing and consistent washing of hands are the only ways that could protect a person and the people around them from contracting the COVID-19 disease. On the other hand, for infected individuals, appropriate measures such as having a meticulous control of disease transmission as well as the isolation of patients were employed to allow the provision of proper health care to the infected people and containment of the disease. 

Oxygen therapy forms the primary form of treatment intervention that is available for patients exhibiting severe disease symptoms. And in the event of a respiratory failure that cannot be managed using oxygen therapy, mechanical ventilation may be deemed a necessity. Whereas for a septic shock, hemodynamic support would be considered as a mandatory treatment intervention mechanism. 

In the meantime, blood plasma transfusion from recovering COVID-19 patients is currently the main topic of clinical trial research in the United Kingdom. Blood plasma is a liquid that appears yellow in colour and constitutes half of a person’s blood volume. After a viral infection, the blood plasma would contain antibodies that were involved in combating that specific virus. In the case of COVID-19 disease, convalescent blood plasma is the antibody-rich plasma originating from someone who has recovered from the SARS-CoV-2 infection. 

Blood plasma transfusion has existed for a very long time. As a matter of fact, the first-ever Nobel Prize in Physiology or Medicine was awarded to the research group for their development of serum therapy as a treatment method against diphtheria. The main reason as to why blood plasma transfusion cannot be utilised as a long-term solution to the COVID-19 pandemic would be because of its lack of scalability to treat the global population, unlike a mass vaccination of the whole population. Blood plasma transfusion can be an exhausting and a relatively invasive form of treatment that is only suitable for healthy individuals, and it does take quite some time for patients to recover from this therapy.

With that in mind, researchers across the globe are tirelessly investigating SARS-CoV-2, hoping to gain a better understanding of its mechanisms of transmission, the clinical spectrum of the COVID-19 disease, developing new diagnostic tools, and innovating new ways to prevent or treat the disease. In essence, learning more and more about how an individual builds up their immunity against SARS-CoV-2 would be the vital key to combating this COVID-19 pandemic. 

However, at the current state, there has been no standard antiviral treatment method that would be recommended for the treatment of COVID-19, and no suitable vaccines have been developed in order to put an end to this disease. To dive a little deeper into the details, a SARS-CoV-2 vaccine would function by the introduction of a dead or attenuated (i.e. weakened) form of SARS-CoV-2 to a person’s immune system. Thereby, this version of the virus serves as a decoy for the immune system to begin manufacturing antibodies in response to this foreign particle. Henceforth, when the same person encounters the actual SARS-CoV-2 infection, their body will be equipped with the necessary antibodies to fight the infection. 

Antibodies are basically proteins that are generated by the immune system to hunt down foreign objects like viruses or bacteria, which are also termed as pathogens. These antibodies then eliminate these pathogens by either attaching to them and rendering them as harmless objects, or they could tag down to be destroyed by immune cells called phagocytes. After a viral infection has been cleared from the body, antibodies would usually remain in the bloodstream, policing the environment in case a similar infection returns to harm the body.

The immune response against COVID-19 disease

Aikiko Iwasaki, a Yale professor of immunobiology and molecular, cellular and developmental biology, explained that a type of immune cell known as B cells play a role in the memory response to the viral infection. They are responsible for the production of antibodies that are extremely specific to the virus particles. In addition to that, another type of immune cells called T cells, are responsible for the complete destruction of virus-infected cells.

Investigations by Dong et. al. (2020) revealed that convalescent COVID-19 patients contain antibodies in their bloodstream for a minimum of a couple of weeks post-infection, but they lacked long-term data to make any further conclusions. 

To be a little more specific, we need more neutralising antibodies in our bloodstream, whereby these are proteins that bind effectively to the parts of the SARS-CoV-2 involved in attaching to our host cells. In contrast, there are also non-neutralising antibodies that are present in our immune system that could identify the different components of the virus but fail to attach properly to the pathogen, and thus play no role in preventing the infection of the host cell. There was some good news for the time being, Zhou et. al. (2020) conducted a number of small research initiatives of cells in laboratory dishes and postulated that an infection by SARS-CoV-2 does promote the generation of neutralising antibodies by the immune system. Furthermore, results from several animal studies led by Bao et. al. (2020) suggested these neutralising antibodies do indeed reduce the likelihood of reinfection for at least a fortnight. 

Nevertheless, even though the majority of the people infected with SARS-CoV-2 appear to generate antibodies, Dawn Bowdish, a professor of pathology and molecular medicine and Canada Research Chair in Aging and Immunity at McMaster University in Ontario and Wu et. al. (2020) pointed out that there is still much uncertainty and knowledge regarding the essential factors that would completely protect an individual from the COVID-19 disease. 

To add on to that, there were divided opinions on the effectiveness of antibody testing. A study on recovering COVID-19 patients in China revealed that 30% of the patients had very little to negligible detectable antibodies in their blood plasma. It appears that these infected patients were able to neutralise the viral infection without needing the help from antibodies. This could be potentially explained by either their strong innate immune response, their adaptive immune response involving T cells, or a combination of both to be enough to help curb the infection. It was also found that the younger individuals tend to have the lowest antibody count in their bloodstream. However, the sample size used in this investigation is very small, so the reliability of these results in a wider context (i.e. the global population) remains to be further studied. Therefore, a number of experts caution against the use of antibody testing to direct policy proposals until further information is known about the percentage of surviving COVID-19 patients that are steadily producing neutralising antibodies.

Despite that, it was observed that an individual’s immunity to the seasonal coronavirus infections, such as those that are responsible for causing the common cold, would begin to deteriorate within two weeks post-infection. And within one year, several people may even become susceptible to reinfection from the virus again. This observation is disturbing given that scientists expect that the development of a successful vaccine against the COVID-19 disease is most likely going to happen only in the next 18 months. 

Nonetheless, research on the original SARS-CoV (severe acute respiratory syndrome-related coronavirus) that is responsible for causing severe acute respiratory syndrome share a notable amount of genetic components with SARS-CoV-2, with results from antibody testing revealing that immunity against SARS-CoV reaches its peak at approximately four months whilst providing protection for around two to three years. 

The herd immunity strategy against COVID-19

Herd immunity is also known as community immunity or herd/group protection. This phenomenon takes place when a critical proportion of the population develops immunity to a particular disease (meaning to produce the neutralising antibodies necessary for combatting the infection), thereby helping to prevent or delay the spreading of an infectious disease. The main idea is, the greater the number of people who become immune, the higher the chances of us being able to achieve herd immunity. This form of immunity was identified to be a naturally occurring event back in the 1920s, whereby it was noticed that after a significant number of children became infected and developed immunity to the measles infection, the total amount of new infections experienced a momentary decline. This includes those children who are at risk of getting infected. 

Herd immunity works in two ways. Firstly, developing natural immunity could occur if many people contract the viral infection and have an immune system that is strong enough to fight the pathogen and build up a solid immune response against future reinfections. On the other hand, many others can receive vaccinations against the disease in order to gain immunity, and vaccinations is the safest possible way to practise herd immunity within any given population.

Several groups of people within every community are dependent on herd immunity to gain protection from the disease. These groups of individuals are often found to be susceptible to contracting the illness and are usually unable to receive the vaccinations in a completely safe manner. Such groups include people without a fully functional immune system, this includes those that do not have a properly working spleen or those infected with HIV. In addition, people with a weakened immune system due to receiving chemotherapy treatment, elderly people, or new-born babies who are too young to safely receive a vaccine are also included in the vulnerable list.

Nevertheless, as mentioned earlier, the proportion of people that must have immunity to the virus in order to achieve herd immunity effectively would be termed as the “herd immunity threshold”. For certain diseases, herd immunity can become effective when around 40% of the people amongst an entire population develops immunity against the virus. Nonetheless, in most scenarios, around 80 to 95% of the population must become immune to the disease in order to prevent the virus from transmitting any further. 

In essence, health authorities conclude that herd immunity is not the ultimate solution to preventing the spread of SARS-CoV-2 at this given moment, given that a vaccine has not yet been developed and natural immunity is the only way to go. This is due to the number of deaths that might be a side effect of fostering this type of herd immunity. For example, The Department of Health and Social Care in the United Kingdom has explained that herd immunity does not form part of the UK’s current action plan to combat the COVID-19 pandemic. Instead, it should be seen as “a natural by-product of an epidemic”. 

Besides that, the percentage of the population that is required to be immune as part of achieving the herd immunity threshold can be calculated by 1 – (1/Ro). Using a Ro value of 2.5 for SARS-CoV-2, this results in the threshold being 60%, meaning that at least 60% of the UK citizens must be infected by the virus in order to successfully obtain herd immunity in the country. This, as a result, would not be an ideal case scenario. Moreover, the moment the proportion of vaccinated people in the given population falls under the herd immunity threshold, any exposure to the COVID-19 disease may transmit very rapidly throughout the rest of the community. 

Professor John Edmunds, an infectious disease expert at the London School of Hygiene and Tropical Medicine specifically mentioned that even if herd immunity has been achieved, the COVID-19 pandemic will not instantly come to a halt because there will still be contagious individuals generating new cases each day. Furthermore, it was predicted that people need to become immune to SARS-CoV-2 for a minimum of one or two years if achieving herd immunity for the population is the main goal. Thus, in the meantime, the best possible method to contain the pandemic would be to practice social distancing and regular handwashing. 

Conclusions and future directions

Based on the discussions, it is clear that a vaccine remains the best possible method to provide all healthy adults, teenagers, and older children with the herd immunity that is mandatory in order to protect people who cannot access the vaccine or are too sick to develop natural immunity against SARS-CoV-2. However, the development of a suitable vaccine is still believed to be at least one year away before reaching the manufacturing and mass distribution stage. 

Thus, prolonged efforts will be needed to prevent any further disasters caused by the COVID-19 disease until a scientific breakthrough has been achieved. So, the best actions that all governments could take would be to ensure that the general community remains well-informed, have proper access to the diagnostic test kits when required, and to constantly encourage social distancing in order to reduce the spread of this contagious virus.

Anastasiia Myronenko

Anastasiia Myronenko is a Medical Physicist actively practicing in one of the leading cancer centers in Kyiv, Ukraine. She received her master’s degree in Medical Physics at Karazin Kharkiv National University and completed Biological Physics internship at GSI Helmholtz Centre for Heavy Ion Research, Germany. Anastasiia Myronenko specializes in radiation therapy and is a fellow of Ukrainian Association of Medical Physicists.

If you favour online shopping for the convenience and ease of comparing products, you will enjoy browsing our CBD collection online. Alphagreen offers the widest choice of CBD in the whole of the UK. Shopping for CBD online makes it easier to qualify for special discounts like free shipping on orders over £50! What’s more, you can make an informed decision about which product is best for you, thanks to our science-backed articles and on-hand support. Our customer care team is run by CBD experts, who you can speak to on Live Chat anytime. Discover our range of premium wellness products, including the industry’s best CBD oil and CBD gummies!

For all the best places to find CBD products in England’s capital, don’t go anywhere – we will be unearthing the dozens of CBD head shops across the Big Smoke, so hopefully, if you are based in London, you’ll find one not too far from you. We have narrowed down 14 shops based on factors such as their product range, customer reviews, approach to ensure the safety of their products and their ethical approach to sourcing their hemp.

Introduction

London is a city that needs no introduction. The Big Smoke is jam-packed with culture, history, beauty and a whole lot of fun. However, if there’s one thing that does need an introduction about London, it’s the thriving cannabis scene, of which many people are still unaware.

There are scores of shops around London where you can find gold-standard CBD products and expertise tailored to your needs to help you find the best CBD goods for you. Below, we’ve done the hard work for you and found all the best CBD hotspots in this fantastic city.

London CBD Map

What is CBD?

CBD (cannabidiol) is the most well-known chemical compound found in the Cannabis Sativa plant species. Each plant contains more than 100 of these compounds, known as cannabinoids.

CBD can interact with the endocannabinoid system, a regulatory system in the body made up of endocannabinoids – naturally occurring cannabis-like molecules. Endocannabinoids act as neurotransmitters, passing messages from the cells in order to maintain homeostasis – a state of balance. CBD interacts with both CB1 and CB2 receptors found in the nervous system and the immune and gastrointestinal systems, respectively. Scientific studies suggest that CBD may encourage the body to produce more endocannabinoids or even adopt their role, which could, in turn, help reduce stress, pain and inflammation, among other symptoms. CBD may also inhibit enzymes (protein molecules) from breaking down our endocannabinoids. This challenges CB1 agonists (such as the chemical twin of CBD, THC) to stimulate the receptor and cause a psychoactive effect.

Important to note is that CBD is non-addictive, so CBD products will not intoxicate you as THC-rich marijuana would.

Nowadays, it feels at times as if CBD can be found just about anywhere. The last 10 years have seen an enormous surge in online CBD retailers as well as physical shops. Companies are increasingly coming up with new CBD-infused products in order to stand out from their competitors, even producing such products as CBD-infused granola. Let’s take a look at the most common CBD products sold in the UK:

• CBD Oils & Tinctures are the most popular products. They are easy to take – simply place a few drops under the tongue or add to your favourite dish or beverage. You can measure the serving easily and increase the dose gradually if you need to. Usually, tinctures and sublingual oils are characterised by their earthy overtones, unless you choose from one of the several flavours out there.
• CBD Vaping allows for the fastest absorption so that you can enjoy the benefits of CBD almost instantly. E-liquids or vape oils may come in different flavours and with different ingredients. You may also find some that are stronger or milder, depending on your experience and your needs.
• CBD Capsules are pre-dosed, pre-measured CBD products. With capsules, there is no need to measure out your CBD serving. They make an excellent option for those who are used to taking vitamin supplements or those who prefer a tasteless CBD experience.
• CBD Topicals typically contain a small dose of cannabidiol and have an effect on local receptors at the site of application. As their name suggests, topicals are designed to be applied to the external body only.
• CBD Edibles and drinkables include gummies, chocolates, mints, baked goods and anything else you can eat. Drinkables – you guessed it – are any CBD-infused beverages. These are a good option for those who think they would prefer to mask the earthy taste of this cannabis component.

Have you ever felt lost when looking at the shelves of a shop or browsing a website, faced with dozens of options and just trying to pick one and come out sane? The bad news is that this can be a common theme in the CBD world, given the sheer number of products and companies out there. The good news is, since there are so many products, you’re bound to find one you like and, more importantly, one that you can trust.

CBD purchases shouldn’t be completed on a whim – there are some key factors to consider when choosing the best CBD:

• Finding lab test certificates. Certificates of Analysis (COAs) confirm the plant species, CBD concentration, and the presence of other components. Moreover, a lab certificate verifies that CBD products don’t exceed THC legal threshold, which is 0.2% in the UK.
• Products should ideally be non-GMO and organic. These labels indicate that CBD products are free from pesticides, herbicides, and chemical fertilisers.
• Look at the method of extraction used. CO2 extraction is considered the purest and most efficient of the various CBD extraction methods and uses no toxic additives. That said, each method has its advantages and disadvantages.

London’s CBD hotspots

It’s the section you’ve been waiting for: where to go to get your best supply of CBD in London. We hope that you manage to find one you like. In no particular order, here they are.

Where to find it: 261 Portobello Road, Notting Hill, London, W11 1LR

Tel: 0207 101 3886

Email: [email protected]

Otherside claims to be a pioneer in bringing CBD to the UK market. While watching the fast market growth in recent years, they noticed a lack of official regulations and some low-quality yet expensive CBD products on sale. To give their customers high-quality CBD products, the company decided to develop its range of full-spectrum hemp extract products.

They’ve invested a lot of time and effort into research and have used the best ingredients to produce the highest quality products, selling them at the best possible price in their Notting Hill store.

All of their products have been third-party lab tested, and the results are available on their website.

Some of their products include:

• CBD Oils, tinctures and extracts
• CBD beverages such as coffee, tea, and other drinks
• CBD edibles: gummies, chocolates, granola, peppermints
• CBD skincare: balms, rolls, creams, massage oils, serums, eye creams, bath bombs.

In terms of their non-CBD products, Otherside offers shredders for grinding, vape cartridges and batteries, and vaporisers.

The store sells CBD products under its own name and offers the products of the other brands, too. Examples of the other brands available are Drink 420, Aztec CBD, Cannasa, CCELL, Choco Budz, Creating Better Days, DaVinci, Endoca, Graces London, Hamilton Street, Somnio CBD, Buddha Teas, Kanaco, LDN, Papa & Barkley, Pot Head Coffee, Privy Peach, Purdie’s, Santa Cruz, Silo, The Hempress, THTC, Tillmans Tranquils.

Where to find it: 297 Portobello Rd London, W10 5TD

Tel: +44 20 8354 9179

One of the founders of this store was undergoing life-changing events when he decided to try phytocannabinoids, one of which was CBD. The positive results he experienced prompted the opening of this business.

Hemp Botanics is dedicated to providing the UK, Europe and other parts of the world with high-quality, 100% legal American Hemp-based products. It is a trusted provider and wholesaler of all-natural products from the best brands in the industry.

Naturally, Hemp Botanics ensures that all the products are third-party laboratory tested. The tests, including full tests for safety and contaminants, determine the cannabinoid profile and hemp extract potency. This means that every batch of the product meets strict quality and consistency standards. Hemp Botanics quality control exceeds current market standards. There is a laboratory report for each product, guaranteeing the customer premium products, which contain only the ingredients stated on the label.

Another thing that makes Hemp Botanics so great is that they ensure that the companies they work with produce ethically-sourced products that were tested to the highest possible standards and made with only the best extraction processes. Hemp Botanics does not market, distribute or manufacture products that contradict the Misuse of Drugs Act 1971.

What’s more, Hemp Botanics cares about the environmental impact businesses have on the planet. The company only stocks brands that use sustainable supply chains, certified organic ingredients, and have an environmentally friendly ethos.

Some of the brands with which Hemp Botanics is partnered include Natural Shilajit, Foria, Healthy Skin, Pure Ratios, Brothers Apothecary, CBDistillery, True Terpenes, High Hemp, RAW and Harvest Right.

Where to find it: 228 Shoreditch High street, London, E1 6PJ

Tel: 0203 487 0612

Email: [email protected]

Canna Club brand was born in Shoreditch in the heart of Central London. This premium Cannabis Dispensary was opened in June 2019 through London Canna Group. Their rapid growth was no surprise to anyone, given their excellent customer service, true transparency and delivery of only premium and high-quality products.

The Canna Club team makes every effort to change the perception of cannabis and undo the taboo surrounding this fantastic plant. They make every effort to provide accurate information about Medical Cannabis and CBD, even organising in-store events to educate the public on their product line and the science and research of hemp-derived CBD.

The store is filled with the usual suspects of the CBD market, such as oils, capsules and vape oils.

As well as their own products, Canna Club offers a wide range of products from other brands: 365 CBD, Canniant, CBD Health, CBD One, CBD Packages, Dr Watson, Ecense, Equilibrium CBD, Esenia, Fourfivecbd, Get Tranquil, Kaneh, Naturalis, Pax, Ultraflo, Xylem, AD-CBD, Advance Biotech, Bradley’s Brand, Canabidol, Cubid CBD, DragonFly, Drink 420, Holistic Hemp, Izy Vape, Matcha Now, NV Biotech, PRÁSINO.

12 Wades Hill, Winchmore Hill, Enfield, N21 1BG, London

Tel. 020 3601 6966

244 Graham Road, Hackney, E8 1BP, London

Tel. 020 7018 4944

Unit 4 Rosebery Avenue, Clerkenwell, Islington, EC1R 5HP, London

Tel. 020 7998 6930

358 Walworth Road, Elephant and Castle, SE17 2NF, London

Tel. 0208 617 3833

The story of Vape & Juice began in 2014 in Southend-on-Sea. It was one of the earliest vape shops stocking e-juice forest e-cigarettes. Now, they have a number of brick and mortar stores all over the UK. Vape and Juice stocks products such as CBD e-liquids, CBD vape kits, CBD Oil, CBD Weed, Dry Herb vaporisers, kits for CBD, e-liquids, coils, tanks and vape batteries – so all the necessary tools for vaping that you can possibly imagine! More experienced users can also enjoy a wide range of mech mods and big cloud vape kits. In 2018 they began same-day vape delivery with Vaperun. The stores also offer online and offline loyalty schemes and even a plastic returns scheme!

Vape and Juice are home to dozens of specialist vaping and CBD brands, providing products for all types of customer, whether they are seasoned vapers or vaping novices. Vape & Juice also runs a Youtube channel, Vape & Juice TV, in which they discuss the potential dangers of vaping and the risks of misusing vape kits.

Where to find it: 49 Tooting High Street, Tooting Broadway, SW17 0SP London

Tel: 07487301329

Email: [email protected]

Green House CBD Specialist is devoted to supplying high-quality CBD flowers, oils and extracts to the EU market. The team works with farmers and product creators to provide superior CBD products that comply with the strictest British Standards. The company offers exceptional customer service and personalised customer care.

As well as its own products, Green House brings you products from Apothecary, Pinnacle CBD, Hemplucid, Funky Farm, Kokoro, Ki, CBD Hive. Green House CBD Specialist is an authorised reseller of PAX vaporisers and accessories.

Green House CBD products each have EU / UK accredited lab reports and full customs clearance in the UK.

Evapo has arrangements with other manufacturers and established vaping brands such as JUUL, SMOK, Aspire and Innokin, among so many others. They provide high-quality and innovative vaping solutions at fair prices.

Evapo is certainly not short of products; the store offers a wide range of e-liquids from well-recognised brands such as Aisu, Bake’N’Vape and Bang Bang Juice. There are over 800 products available in their stores, and they offer unique services such as replacing your vape tank or coils. Furthermore, Evapo works with leading tobacco companies, such as British American Tobacco, Philip Morris International and Imperial Brands. The company is an active member of the UK Vaping Industry Association (UKVIA).

The stores offer free flavour bars, where you can try over 180 flavours, get advice from the experts or participate in mod building workshops. The Evapo Club loyalty scheme allows customers to collect points on the purchases and redeem them as money off subsequent purchases.

Where to find it: 49 The Quadrant, TW9 1DN Richmond

Tel: 020 8616 4424

The first thing to note about House of Vapes is that it formerly had several stores around London, but currently, their Richmond store is the only one that remains open. Still, their cutting down on their stores does not detract from their brilliance as a CBD outlet. The store offers the best price guarantee, as well as an expert team that will help you choose and pack the orders. There are even one-on-one sessions for newcomers who wish to learn about e-cigarettes, and experienced vapers aiming to rebuild their resistance in a safe environment.

If you’re a bargain-hunter, you can become part of the HoV Club loyalty program to earn points on purchases, birthdays, following the store on their social media channels and referring them to friends. The points can be redeemed on any product.

The stores sell all the necessary products for the best vaping experience:

• Pod-, Pen- and Box-style kits
• Caffeine inhalers
• Vaporisers
• E-liquids
• Battery and mechanical mods, squonkers
• Sub-ohm, RTA, RDTA, RDA tanks
• Coils and pods
• Accessories: bags, batteries, bottles, chargers, skins, wires

There are vaping devices and tools under their own brand – House of Vapes London – and other brands, including Acrohm, Anarchist, Artery, Asmodus, Aspire, and tonnes of others. Regarding their e-liquids, some of the brands that can be found in House of Vapes include Curieux 1900, Fruitia, Furiosa, Fuu Silver, Grenadine, ioNic, I VGMixer, Juul Pods, Pacha Mama Salts, Slushy, Thenancara, Vampire Vape and Vape Dodo.

If you aren’t a vaper, you can always sit and relax in The Coffee Shop. There, you can enjoy a hearty cup of coffee made with doppio roast beans by the trained Italian Barista while leafing through a book, getting some work done or catching up with friends. They also serve Chemex Coffee, a recipe that was invented by a German chemist during the 1940s.

Where to find it: Hampstead, London Boutique Shop, 87 Heath St, NW3 6UG London.

Tel: 0207 6937279

In leafy Hampstead sits a cosy CBD shop called Wylde Apothecary. There, you can learn more about the potential benefits of CBD products and cannabinoid compounds. In addition to personalised advice on CBD product ranges, the store has created a community space and organises events such as those about how CBD can help you manage your stress.

There, you can meet leading experts, as well as the store’s product partners and fellow customers.

Wylde provides diligently sourced, high-quality CBD products, as well as great customer care. The team are strong advocates for CBD’s therapeutic powers and have different personal experiences of how CBD has improved their quality of life.

Special products that feature include:

• CBD water
• CBD Wax Crumble
• CBD Gift Hampers
• CBD Granola
• CBD Syrups

The store offers products under their own brand name and works with other brands, such as Canavape, CBD Living, Lord Jones, Mr. Moxey’s, Wildflower, 2Rise Naturals and ECS.

Where to find it: 1a Camden Walk, N1 8DY London

Tel: 0207 226 9930

Epiczen is a health-retail store founded in London in 2016. The store provides a hand-picked range of the most advanced, cult, organic beauty products from the UK and around the world. The Epiczen team is formed by individuals working to make their dreams come true and support the brand’s philosophy: “Being better to yourself”. Epiczen was a finalist of Europe’s Natural&Organic Awards in 2019.

Each brand at the store is carefully selected for its aesthetic qualities, natural ingredients and its well-regarded status in the global CBD marketplace.

Some of their most unique products include:

• CBD-infused black and green tea
• CBD Shampoo

Epiczen offers many other wellbeing products, including supplements and vitamins, hygiene products, toiletries, body care, salt lamps, incenses, cosmetics, food and superfoods. There are also supplements and hygiene products for kids.

In addition to EpicZen’s own label, the company features a whole array of both familiar and emerging brands across a broad range of product categories, such as Viridian, Organyc, OSI Magnesium, FAITH IN NATURE, KIKI HEALTH, Planet Paleo, HIGHER NATURE, Lavera, and so many more.

Where to find it: 214 Brick Lane, E1 6SA London

Tel: 020 7739 1811

Farm CBD was established to provide customers with the best CBD food supplements from leading manufacturers all over the world. The team carried out extensive research of these manufacturers to ensure that the CBD products they were representing would boast the highest quality, would be ethically sourced and produced from 100% legal Hemp (Cannabis Sativa L.).

Farm CBD aims to give their customers access to premium CBD products that contain virtually no THC and cause no psychoactive effect. Moreover, Farm CBD is a member of the Cannabis Trade Association UK (CTA UK), which is the largest and oldest cannabinoid trade association in the UK and Europe. CTA UK works with the hemp and cannabis industry to encourage good practice, provide practical advice and enable consumers of legal cannabis and hemp products to access top-quality information.

The Farm is home to all the usual products you would expect to find in a CBD store, hosting a great number of brands as well as its own. Some of these include 365 CBD, Arima, Bear State, Breathe Organics, Canabidiol, Canna Trading Co, Cannasa, CannWell, CBDfx, Cibdol, Dinner Lady, Dr Watson, Endoca and Esenia, along with many others.

Where to find it: 12 Hammersmith Grove, W6 7AP London

Tel: 0333 242 7332

Email: [email protected]

Grass&Co. was founded by the Grass brothers – Ben and Tom. As kids, both of them spent a good deal of time in nature, camping in the woods, climbing ancient beech trees and riding bikes. As an adult, Tom became interested in CBD while trying to manage insomnia and anxiety. They had great experiences outdoors and wanted to add that spirit to their company. Their goal was to create natural, organic products which are good for people and beneficial to their wellbeing.

All Grass&Co products are made with high-quality, organic ingredients that delight the taste buds and senses. A premium product range has been created with the highest quality organic CBD and other botanical compounds for a better-tasting CBD experience.

The team at Grass & Co. sources their CBD from a UK supplier, and the end product is THC-free. In addition, all the ingredients of their range are ethically-sourced. The company works with the respected suppliers of organic CBD oil in Europe to ensure that their hemp is lawfully grown in the EU and cultivated without using harmful chemicals, pesticides or herbicides. Every product is independently lab tested to ensure that each contains the correct amount and concentration of CBD. The Certificates of Analysis for the full range are available on their website.

Grass & Co. products come in three ranges: “Ease”, “Calm” and “Rest”. Products that feature include:

• CBD hemp oils
• Topicals: CBD balms, body oils, pillow sprays, bath salts
• Candles
• Bath salts
• Gifts Kits for body and mind

Where to find it: 362 Garrett Lane, Earlsfield, SW18 4ES London

Tel: 02086 052 143

Email: [email protected]

Visit their Earlsfield store and meet the friendly, chatty and knowledgeable staff at LoveVape. They are always open to giving advice and helping you make the right choice.

The store offers a good selection of CBD and related products, such as:

• CBD oil, wax, isolates
• CBD flowers
• CBD capsules
• CBD food & drink
• CBD for pets
• Terpenes
• Vape kits, mods and tanks
• Batteries, chargers and other accessories

Like so many of their fellow CBD stores, LoveVape is home to dozens of brands such as 1CBD, Adriatic, Applied Nutrition, Apron, and more still.

Where to find it: 9 Adrian Avenue, NW2 1LX, London

Tel: +44 (0)208 208 0770

Email: [email protected]

Fun fact: The London Seed Centre is one of the oldest established cannabis seed retailers in the world. The first store was opened in London in 1998. Today, it’s a store in a discreet off-street yet central London location with free parking.

The so-called LSC offers seeds from the most respected cannabis seed cultivators online and are ready to be shipped around the world.

The company carries more than 3,000 strains of cannabis with over 100,000 Feminised, Auto-Flowering & Regular cannabis seeds and Cannabis Cup Winners at exceptional prices. Among the best selling cultivators are Cali Connection Seeds, Dank Genetics, DNA Genetics, DR Krippling, Flavour Chasers, Purple Caper Seeds, Royal Queen Seeds and Top Shelf Elite.

Alongside their famous cannabis seeds, the store also boasts a wide range of CBD products from Ignite, Two Lions CBD and Moxie.

All the products come directly from the breeders in their original plain white packaging. The store even accepts bitcoin.

• CBD honey sticks, gummies, cannabis chocolate, crumble and fruit rings
• Raw CBD paste
• CBD shots
• CBD face and body care: hemp soaps, body salves and butter, bath bombs, patches, face mask

Their products come from well-known brands, including Elevate, Cali Greens, Pinnacle CBD, Lift CBD, Sun State Hemp, Dr. Greenlove, Mary&Juana, CBDfx, CalyFX, Euphoria, Green Monkey and Apex.

Who knew England’s capital was brimming with all of these incredible CBD stores? Now that you’re fully aware, we hope you’ll do something about it! And of course, beyond the 14 we have explored, there are many others waiting to be discovered. Our final 14 scored brilliantly in all of our criteria and received rave reviews from their customers. Whichever you choose to visit, then, we hope the experience is everything you hope for!

Anastasiia Myronenko

Anastasiia Myronenko is a Medical Physicist actively practicing in one of the leading cancer centers in Kyiv, Ukraine. She received her master’s degree in Medical Physics at Karazin Kharkiv National University and completed Biological Physics internship at GSI Helmholtz Centre for Heavy Ion Research, Germany. Anastasiia Myronenko specializes in radiation therapy and is a fellow of Ukrainian Association of Medical Physicists.

There are a variety of different medicinal cannabis products that exist on the market today, but the most prevalent and popular ones typically content CBD to some extent. CBD is an abbreviation of cannabidiol, which is a molecule known as a cannabinoid that can be found within cannabis and hemp plants. There are over 120 different cannabinoids that can be found within these plants, but CBD is perhaps the most clinically significant. It has applications in managing conditions such as pain, inflammation, anxiety, insomnia and epilepsy, amongst others.

Another reason CBD is becoming increasingly popular is due to the variety of CBD products that are currently available on the market. As CBD has such a wide range of uses and benefits, there are many different ways in which it can be consumed or utilised. This diversity in products and methods of consumption are a major benefit for consumers, as they are able to find the right product for their needs. How you consume CBD is ultimately down to personal preference as well as how effective that selected product is in treating your condition.

Of these products, CBD oil is easily the most popular and the most versatile. CBD oil is a liquid extract of cannabis or hemp plants that is typically contained within a small bottle that has a dropper built into the lid. There are two different methods for consuming CBD oil that comes in this form: oral consumption and sublingual consumption.

When CBD oil is consumed orally, the drops are simply placed into the mouth or on the tongue and swallowed. The CBD will then enter the bloodstream after first passing through the digestive system and the liver. Sublingual consumption refers to placing drops of CBD oil under the tongue and holding them there for at least one minute. The vast network of capillaries that are located under the tongue will absorb this CBD quickly into the bloodstream. Sublingual administration is a much faster and more efficient method of consumption than oral administration.

CBD oil can also be contained within softgel capsules. The onset of the capsule’s effects will take longer than if the CBD oil was ingested directly, but they will also have a longer duration. Similarly, CBD oil can also be found within a wide range of edibles, such as CBD gummies and chocolates. As an alternative option, consumers can even infuse their own CBD oil into their favourite foods or beverages. As you can see, CBD oil not only has multiple health benefits, it is also extremely versatile, meaning that consumers should encounter too many difficulties trying to incorporate it into their daily routine.

What does CBD oil taste like?

One of the most common questions asked by consumers interested in trying CBD is what does CBD oil taste like? Now, we’re not going to lie to you, but it’s safe to say that the flavour isn’t for everyone. Although a majority of consumers will find the taste of CBD oil tolerable, not many would describe it as delicious or willingly choose to consume it if not for CBD’s benefits.

Even with this being the case, there may be a minority of consumers that do enjoy the taste of CBD oil. Whether you enjoy the taste of natural and highly concentrated CBD is a matter of preference, but if you enjoy earthy flavours, then you probably won’t have much of a problem with CBD oil. If you don’t, then the taste of CBD oil could take a while to become accustomed to.

Most consumers describe CBD oil as having a leafy and grassy flavour to them. This should come as no surprise given the source materials of CBD extracts – cannabis and hemp plants. The ‘earthiness’ can also be attributed to the medium (typically soil) that most of these plants are grown in. Overall CBD has a very natural and organic flavour, but despite this, many people find it to be intolerable.

Not all CBD oil is the same, though, as there are many factors that can affect the final taste of the product, such as how it was processed and what additives it contains. Some of these factors include what kind of CBD extract it is (full-spectrum, broad-spectrum or isolate), whether it was filtered or purified and which type of carrier oil was included (e.g. olive oil, hemp seed oil, etc.).

Full-spectrum CBD has a more plant-like taste compared to CBD isolate. The reason behind this is that full-spectrum extracts are not just an isolated cannabinoid, but they also contain additional compounds extracted from cannabis and hemp plants, such as terpenes, flavonoids and other cannabinoids. High-quality CBD oils should be filtered thoroughly and should not contain undesirable plant matter, such as waxes or chlorophyll.

Once filtered, these CBD extracts are then mixed with a carrier oil, which largely influences their final flavour. In terms of consistency, CBD oil that has a golden colour is indicative of a product that has been adequately filtered of excessive plant matter. Any CBD oil that is dark brown or black in colour is most likely unprocessed. This means they contain all sorts of plant matter and unwelcome ingredients that could result in an unsavoury flavour. Be sure to stay away from these oils if you find the taste of conventional CBD oils unbearable.

Carrier oils

To make CBD oil, the cannabinoid extract is normally diluted with a carrier oil to improve the absorption of CBD by the gut. The main reason this works is that the gastrointestinal tract (GIT) has two separate pathways for absorption: a water-soluble pathway and a fat-soluble pathway.

Compounds that are water-soluble can easily traverse the lining of the gut, whereas fat-soluble compounds such as CBD cannot. Instead, these fat-soluble compounds are packaged into micelles that travel through the lymphatic system before entering the bloodstream. If CBD is ingested with fatty substances, such as carrier oils, the body is primed for fat absorption, and this will ultimately increase the amount of CBD your body can absorb.

Some of the other reasons that carrier oils are often included in CBD oil are that they make dosing CBD more accurate and consistent, as well as providing a whole range of additional health benefits. Because the carrier oil that CBD is combined with is food-grade, they will often contribute to the overall flavour of the CBD oil. The most popular among them are MCT oil, coconut oil hemp seed oil, olive oil and vegetable glycerine.

MCT oil is the most common carrier incorporated into CBD oil products. It is both flavourless and odourless, and as such, it doesn’t affect the natural flavours of CBD. This is a characteristic it shares in common with refined coconut oil. Whether this is a positive or a negative depends on the preferences of the individual consumer. Olive oil contributes more earthy flavours that contain grassy and nutty notes. This can be overwhelming and unpleasant for some consumers, especially when incorporated into lower concentration CBD tinctures.

Hemp seed oil has a nutty flavour that is described as being akin to walnuts or sunflower seeds. This flavour can be enjoyable, especially when infusing CBD oil into your food, but it is less enjoyable for those who prefer sweeter or more subtle flavours. Lastly, vegetable glycerine is an uncommon choice of carrier oil, but it is inexpensive and has a pleasant, sweet flavour, which some consumers find appealing.

Terpenes & essential oil flavourings

Terpenes are another compound that can be found in some CBD oils that will affect the way they taste. They are phytochemicals that can be found in a wide variety of plants and are not just exclusive to cannabis and hemp plants. They’re known best for providing these plants with their aromas and flavours.

The reason for their inclusion isn’t just because of the way that they can influence flavours and aromas though. While cannabinoids such as CBD are often viewed as the main therapeutic compounds found within cannabis and hemp plants, terpenes have also displayed a wide variety of health benefits. There is research that suggests that certain terpenes have anti-inflammatory, analgesic, anti-oxidant, antidepressant and sedative properties, to name only a few.

As most research has been directed towards investigating cannabinoids and their therapeutic potential, further research is required to fully understand the extent of the remedial effects that terpenes can provide. In saying this, terpenes have a long history of medicinal use by certain cultures and it is believed that they contribute heavily towards the “Entourage Effect”. This effect describes the way in which most of the compounds found within cannabis or hemp work together synergistically to provide a wide range of effects.

This is the major reason that terpenes are often included in CBD oils and is also the reason why full-spectrum CBD products are viewed as providing more health benefits than solely using CBD isolate. Sometimes cannabis and hemp plants do not contain a high enough concentration of terpenes to produce any therapeutic benefits, so manufacturers can supplement their extracts with additional terpenes. The most common terpenes found within cannabis plants and CBD products are myrcene, caryophyllene, limonene, pinene, humulene, terpinolene, ocimene and linalool.

Going back to how terpenes influence the taste of plants and extracts, including them into your CBD oil can be a way of creating a more agreeable flavour. The main way this is achieved is by mixing your CBD oil with an essential oil. Terpenes are the primary components of essential oils, which are normally utilised either via ingestion or aromatherapy. CBD oil itself is often considered an essential oil, as it comes from a plant and is used for its medicinal benefits.

Changing the flavour of your CBD oil is a fairly easy process. Simply add drops of your chosen food-grade (important) essential oil into your CBD oil until the taste is to your liking. Some of the most popular essential oils that consumers choose to mix into their CBD oil include anis, bergamot, ginger, grapefruit, lemon and spearmint. Furthermore, many retailers that stock CBD products also have pre-mixed and flavoured CBD oils. The most common flavours you’ll find are mint, citrus and chocolate varieties.

Masking the taste of CBD oil

If you’re not interested in adding additional terpenes and you still don’t like the taste of your CBD oil, then there are other ways to make it more palatable and appealing. One way is to always keep a glass of water handy to wash the taste of the oil away after you have consumed it. If applying CBD oil sublingually, keep the oil under your tongue for at least a minute to ensure that most of it has been properly absorbed before washing it down.

If you’re still finding the taste unpleasant, try using a drink with a stronger flavour as a chaser. Some examples include orange juice and coffee. Other fruit juices and soft drinks also help in this regard due to their sweetness. Similarly, eating a spoonful of honey after consuming CBD should help mask any unpleasant tastes because of the overwhelming sweetness. Alternatively, chewing a mint either before or after CBD consumption can mitigate the oil’s natural flavour. This is because the strong taste of mint can overwhelm your taste buds, which will minimise or completely negate the flavour of the oil.

Because of this, brushing your teeth either before or after consuming CBD oil can also help. If you’re wondering why you should brush your teeth beforehand, the answer is simple. Have you ever brushed your teeth before consuming orange juice or eating citrus fruits? If so, you will probably have encountered one of the most unpleasant flavour experiences of your life.

This is due to toothpaste and its strong minty flavour completely nullifying your tongue’s ability to taste certain flavours so that when you eat something, it can taste totally different. If you brush your teeth beforehand, the CBD oil may still have a bitter taste, but its flavour won’t be as noticeable as before. As for brushing your teeth afterwards, not only will this protect them from stains, it will also replace the grassy taste in your mouth with minty freshness.

Still not a fan of the taste despite these tips? Not to worry, there is also the option of infusing some food and beverages with CBD oil so that you won’t taste it all. Keep in mind, though, that while mixing CBD oil into food and drinks can make it more palatable, it can also impact the absorption of CBD and lessen its effectiveness. If you choose to go down this route, minimise the amount of food or drink that you’re mixing the CBD oil into unless you’re infusing high concentrations of CBD.

The easiest way to infuse CBD oil into food or drinks is by putting it into dairy products such as yoghurt or smoothies. Not only do these products completely mask the taste of CBD oil, some even have a high-fat content, which will improve the absorption of CBD as an added bonus. Other healthy high-fat foods that can increase the absorption of CBD include coconut oil (which is often used as a carrier oil), avocados, olives, almonds, oily fish (e.g. tuna, salmon, sardines, etc.) and eggs.

Another popular way to infuse CBD oil into food is baking with it. By doing this, you can make all sorts of CBD-infused edible goods, such as cookies, brownies and cakes. If baking with CBD oil, keep in mind that high temperatures can adversely affect the CBD oil and make it lose some of its potency. When baking with CBD oil, it is recommended that you choose a temperature that is less than 175°C and never let it get higher than 200°C.

CBD oil can also be added to some of your favourite drinks. While this won’t mask the taste as easily as foods will, it will help to wash any unpleasant tastes out of your mouth. Choosing sweeter drinks is the most effective method of mitigating the oil’s flavour. It is important to remember that CBD isn’t water-soluble, so you may have a hard time mixing CBD oil into these drinks. If a total infusion is your goal, then you will need to mix your CBD oil into drinks with some type of fat content, such as smoothies or milkshakes.

Alternatives to CBD oil

Lastly, if you really can’t handle the taste of CBD oil but still want all the benefits that CBD can provide, there is a whole range of alternative CBD products that you can explore. If oral consumption is your preferred route of administration, then your best options are CBD capsules and edibles.

CBD capsules are a great way to experience all the additional therapeutic benefits that full-spectrum extracts can provide without having to face the taste of CBD oil. CBD capsules provide consumers with a safe and accurate dose of CBD that is enclosed within a soluble container and dissolves in the stomach. When swallowing these capsules, none of its contents touch the taste buds on the tongue as they are contained within a softgel sheath.

The major drawback of this delivery method is that CBD that is administered orally is less bioavailable than CBD that is administered sublingually. This affects the absorption of CBD by the body, making an oral dose less potent. The reason behind this is because of the route that CBD takes to enter the bloodstream.

When CBD is taken sublingually, the network of capillaries located underneath the tongue quickly absorbs the compound and delivers it swiftly into the bloodstream.

By contrast, oral CBD travels through the digestive system and is processed by the GIT and liver before reaching the bloodstream. In the gut and the liver, CBD is metabolised by various enzymes in a process known as “first-pass metabolism” which greatly affects the amount of CBD available in the blood. It is recommended that when consuming CBD capsules to do so on an empty stomach, which can improve their effectiveness.

CBD edibles are another way of consuming an oral dose without encountering any unpleasant flavours. The most popular products on the market in this category are CBD gummies. They incorporate CBD into a gummy candy to make CBD consumption a tasty and convenient experience, and they also come in a whole range of sweet flavours. The best part is that they are typically low in calories, so you don’t have to feel guilty if you are in need of a higher dose and need to consume more than a few gummies at any one time. The only real drawback of CBD gummies is that they also undergo first-pass metabolism in the gut and liver.

Consuming CBD isolate is also a viable option as an alternative to CBD oil. As its name suggests, CBD isolate is the pure and isolated form of cannabidiol. It typically comes in powder or crystal form and contains no additional ingredients. This powder is odourless, flavourless and consumed via direct ingestion or as a food and drink additive. It can also be consumed sublingually for a fast and efficient method of absorption.

CBD isolate is a good choice for consumers wanting the benefits of CBD without having the taste of CBD oil in their mouth. However, the major distinction between the two products is that CBD isolate is not full-spectrum. It does not contain any of the additional molecules or compounds that can be found within some CBD oils. As such, it only provides the health benefits directly related to CBD itself and not the wide range of therapeutic benefits that the additional compounds in full-spectrum extracts can provide.

CBD oil is an incredibly versatile medicinal cannabis product that has a wide range of therapeutic benefits and can be used in a variety of different ways. As CBD oil is a plant extract, it has a natural and earthy flavour which some consumers can find unappealing and off-putting. As CBD oil is often taken daily, its taste can be a real sticking point for some people.

Luckily, many manufacturers stock flavoured CBD oils for consumers who find the natural flavour of CBD oil intolerable. In addition to this, there are many different ways to flavour CBD oil to your liking, mask its natural flavour or incorporate it into your favourite foods and drinks. If you find yourself struggling with the taste or finding these extra steps too laborious, then don’t be afraid to try alternative CBD products until you find the one that’s exactly right for your needs!

Anastasiia Myronenko

Anastasiia Myronenko is a Medical Physicist actively practicing in one of the leading cancer centers in Kyiv, Ukraine. She received her master’s degree in Medical Physics at Karazin Kharkiv National University and completed Biological Physics internship at GSI Helmholtz Centre for Heavy Ion Research, Germany. Anastasiia Myronenko specializes in radiation therapy and is a fellow of Ukrainian Association of Medical Physicists.

The coronavirus outbreak is in the media spotlight. Social media is overloaded with the latest news and advice on fighting with coronavirus, and it seems that wearing the mask becomes the latest trend. 

Cannabis products have also become one of the latest media trends. The scientists consider cannabis as a potentially useful supplement for fighting with novel viruses. Given its properties for immunity enhancement and anxiety alleviation, cannabis and CBD products seem to help fight with novel viruses. The current studies are focused on proving its potential for coronavirus.

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In the time of uncertainty and mass panic, valid and accurate information is worth its weight in gold. In this article, we’ve collected up-to-date information you should know to take care of yourself and the closest ones. Let’s not panic and figure out the issue in more detail.

Surprisingly, coronavirus is not a single virus, but a group of related viruses, causing respiratory infections from the common cold to more serious, such as SARS, MERS, and COVID-19. Even though coronavirus was first discovered in the 1960s, the latest outbreaks of SARS-CoV-2, known as COVID-19, caused fear and trembling due to its fast spread and no vaccine. 

Its royal name comes from the look of virus particles called virions. Under report of Queensland Health, small virions have a so-called “crown” when examined with a microscope. The seafood market in Wuhan, China, is considered to be the epicentre of a novel virus that is thought to have a zoonotic origin. The first infected people had the symptoms of flu that developed into pneumonia. Medical tests showed an unknown type of coronavirus. 

Coronavirus is thought to spread from human to human via airborne droplets that people exhale when coughing or sneezing. As soon as the virus gets into a human body, it begins to multiply. The immune system does its best to attack and kill the virus, but as it happens with good guys, it fails as it is not prepared to recognise the new types of viruses.

COVID-19 may lead to acute respiratory failure, however, its mortality rate is up to 2%, which is lower than other well-known diseases. Below is the chart with the data on fatality rate in 2018.

Source: WHO, CDC, NYT, Investment Strategy Group

The virus has evolved in the human body and gained the ability to transfer from human to human also if the symptoms are not yet present.

The most common symptoms of coronavirus include:

• coughing
• high temperature
• shortness of breath

Coronavirus is thought to spread via airborne droplets. Even though the virus is highly unlikely to be spread through parcels or food, droplets can stay suspended in the air for a short time and remain contagious on metal, glass or plastic surfaces up to 9 days. The incubation period of the coronavirus lasts from 2 to 14 days. The latest findings of Chinese scientists showed that SARS-CoV-2 might remain detectable up to 37 days.

Check the image below to see the differences in fatality rates, incubation and contagious periods of different viruses.

Source: WHO, CDC, NIH, DOL, NYT, Chinese Ministry of Health, Investment Strategy Group

It is time to listen to your mother, telling you to wash your hands when you were a child. Worldwide epidemiologists indicate that hygiene is the most important precautionary measure now for all people, including CBD and cannabis users. UK National Health Service (NHS) has issued some recommendations that may reduce the risk of catching and spreading the coronavirus:

• Wash your hands with water and soap often at least for 20 seconds, especially when getting home or to work;
• Use hand sanitisers in case there is no soap and water;
• Cover mouth and nose with a tissue when you cough or sneeze or use your sleeve; do not use hands;
• Try not to contact with people who feel unwell;
• Do not touch the nose, eyes, or mouth with dirty hands.

As you can see, masks are not mentioned. That is because the masks may only benefit in the following cases:

• infected patients that may spread the virus
• healthcare professionals working in high-risk environments. 

Frequent handwashing is still more effective than wearing a mask, though a mask can help not to touch your face often.

Avoiding social interactions also sounds like a good idea. That includes:

• Work remotely from home and enjoy meeting your beloved family members and pets more often;
• Avoid large crowds and limit trips to public spots. Passing by bars and cafes is unnecessary and postponing birthdays is a responsible decision;
• Do not share personal stuff such as CBD vape pens with others. It’s time to be a bit stingy;
• Try not to do the shopping in high-traffic hours. It is time to enter the online shopping world;
• Help the elderly and people in high-risk categories. Bringing groceries for them could save lives;
• Avoid shaking hands. How about an elbow bump? Presidents and well-known politicians already use this informal greeting;
• Wipe all frequently-touched surfaces, including car wheels, phones or keyboards.

Where to obtain medical help?

If you need medical help or medical advice, you can use NHS 111, an online coronavirus service. There is no need to call NHS 111 if you plan to go into self-isolation. In case your symptoms worsen while you stay at home or you don’t feel better after seven days of homestay, you can contact NHS 111 online at 111.nhs.uk or call NHS 111. For a medical emergency, dial 999. 

Use NHS 111 service if:

• you assume you might have caught coronavirus
• you’ve visited a country or area with a high coronavirus risk in the last 14 days 
• you’ve had close contact with someone with coronavirus 

You may call NHS 111 number to get help in Scotland, Wales or Northern Ireland. In Scotland, you can also call your GP surgery.

High-risk places include Cambodia, China, Hong Kong, Iran, Italy, Japan, Laos, Macau, Malaysia, Myanmar (Burma), Singapore, Taiwan, Tenerife – only the H10 Costa Adeje Palace Hotel, South Korea, Thailand, and Vietnam.

If there’s a risk you could have coronavirus, you may be asked to self-isolate, which includes:

• staying at home;
• not going to public places, including work, college or school;
• not using public transport and taxis;
• asking friends, relatives or delivery services to bring food and do errands for you;
• not inviting anyone to your home.

Self-isolation should last for 14 days, and infected patients should stay in isolation until recovery, as it may help lower the risk of possible spread of infection.

So far, no vaccine, specific medicines or treatment was created. Antibiotics are useless in such a case as they do not help with viruses. Generally, treatment aims to alleviate the symptoms while your immune system fights with the illness. 

Can cannabis and CBD help fight with coronavirus?

Why is immunity so important?

The immune system is made up of cells, organs and systems that control the production and maturation of the lymphocytes, defence cells. This system helps to protect the body against diseases or other potentially damaging foreign bodies. The immune system can identify pathogens, from viruses to parasites, and fight them off. The immune system consists of the innate and the adaptive systems. With the use of adaptive responses, the system learns from previous personal experiences with other viruses, and that is why people respond differently to the COVID-19 virus. Here is how it works: B lymphocytes are activated to make antibodies that lock onto antigens and stay in the human body when the disease is gone. If the immune system encounters that antigen ever again, the antibodies are released. However, as SARS-CoV-2 is a novel virus, the body is not ready to respond appropriately.

Processes of the immune system are regulated by the endocannabinoid system (ECS), made of receptors responsive to the body’s endocannabinoids and phytocannabinoids. The most well-known is CBD (cannabidiol), found in the Cannabis Sativa plant. The primary function of ECS is the balance of body systems, including the hormones, endocrine and nervous systems, neurotransmitters, and the parts of the immune system including T cells, cytokines, and macrophages. The inner balance helps to prevent over-reactions of the immune system that can be harmful to the body. In March 2020, Australian researchers have proved that a robust immune response across different cell types may help coronavirus patients to fight the coronavirus and recover from the infection. Cannabinoids, influencing the body’s response to viruses, are considered to be useful in fighting with COVID-19. 

So far, no studies regarding cannabis and CBD prove its efficacy nor refute its benefits. CBD is not considered a cure for the coronavirus in humans, but its calming, anti-inflammation and immune-stimulating properties may address the issue. 

Immune system regulation

In many cases, it is not a virus that harms the body but the immune system’s response. Multiple studies suggest that CBD may cause bi-directional influence on the immune system, acting as an immunosuppressant and immunomodulator. That means that CBD can change the immune system responses, suppress over-reactions, and increase under-reactions, depending on a current health condition. 

Studies show that cannabinoids and their receptors may influence the immune system, viral pathogenesis, and viral replication. Therefore, activation or suppression of cannabinoid receptors in most viral infections has the potential for the development of safe and effective treatments. However, the use of cannabinoids for current users should be considered with caution.

CBD’s suppressive effect on the immunity system may be useful for autoimmune diseases, inflammatory conditions, and neuroinflammation. Studies on mice have shown that CBD administered therapeutically, such as for an ongoing inflammatory process, may have a strong anti-inflammatory effect and improve the lung function. Therefore cannabidiol may become a potential therapeutic tool for the alleviation and treatment of inflammatory lung diseases. CBD may also inhibit interferon, signalling proteins released in response to virus infection, during chronic inflammation and autoimmune diseases. However, it causes no such effect when fighting off a viral infection, such as HIV.

CBD’s stimulating effect on the immunity system may bring benefits when managing viruses. There is evidence of anti-inflammatory effects of CBD in the viral model of multiple sclerosis, which shows the therapeutic potential of cannabidiol for the treatment of conditions with an inflammatory component.

Virus inhibition

Our bodies have an important mechanism called programmed cell death. This function helps to eliminate damaged cells, including those that have changed their DNA. These cells can accumulate mutations and become dangerous. Cell death helps the immune system to get rid of infected cells. Studies have shown that CBD might stimulate cell death in cells infected by the virus, but not healthy ones.

A 2017 study on viral hepatitis has shown the therapeutic potential of cannabis and its metabolites against various diseases and viruses. The use of cannabidiol helped to inhibit the hepatitis C replication significantly.

Balance maintenance

The immune system consists of and regulates adaptive and dynamic components to provide an accurate, and fast response to unknown pathogens. An inadequate or late immune response may prolong disease, while an excessive or uncontrolled response may result in autoimmunity, making immune responses act against healthy cells and tissues. Components, such as a cytokine, interleukin-2 (IL-2), and its receptor IL-2R play an important role in maintaining the balance. As CBD may cause bi-directional influence on the body, it can either suppress or encourage the production of IL-2 and IFN-γ depending on optimal or suboptimal T cell activation. IL-2 is important for the immune system to identify foreign and own parts and fight infection. T cells or T lymphocytes help to form the immune response, making immune cells to fight infection. T lymphocytes can destroy infected cells and signal other immune cells to create an immune response. The level of T cells in the lungs is crucial when fighting a coronavirus such as COVID-19. In most cases, HIV, SARS, and COVID-19 viruses decrease the virus-specific T cells during the acute phase.

CBD can inhibit the activity of interferon and IL2 if the level of T cells is high and induce them if T cells activity is not sufficient.

Studies on humans and animals show that potent response of virus-specific T cells may protect against lethal SARS-CoV and MERS-CoV viruses. Therefore, scientists may consider ways to improve T cell response, providing reliable long-term tissue memory, and develop future vaccines. Stable local and systemic memory T cell response works better than any of these processes alone.

As a result, CBD products may influence the endocannabinoid system, providing the balance in the immune system response to viruses, such as the COVID-19. This helps the immune system to adjust to the changing environment, inhibiting dangerous over-reactions, and enhancing under-reactions.

Doctors do not recommend smoking and vaping during any respiratory diseases. Even though CBD products may cause anti-inflammatory, pain-relieving, sleep-inducing, and antimicrobial effects, inhaling hot vapour won’t do any good to infected lungs. So far, CBD vaping is not prohibited for people suffering from coronavirus. Let’s consider current studies and address the issue in more detail. 

Usually, those who vape or smoke have their lung health compromised. The latest findings from China showed that more men had the infection than women, supposing that smoking may often cause infection and death. Сigarettes may undoubtedly impair the lungs’ ability to fight off infection. On the other hand, this fact doesn’t mean that smokers are more susceptible to novel COVID-19. Co-morbidities, such as heart or respiratory diseases, challenge the condition.

A study on e-cigarettes’ use published in 2020 in the American Journal of Preventive Medicine showed that even though e-cigarettes can be safer than traditional cigarettes, people who vaped were approx. 30% more likely to suffer from chronic lung disease. Study results suggested that e-cigarettes use may be a risk factor for respiratory disease in addition to tobacco smoking. Simultaneous use was considered riskier than using only one product alone.

A 2020 study on mice showed that inhalation of Vitamin E acetate from vaping products might cause pulmonary injuries. Smoke and second-hand smoke might cause inflammation and lower immune response in mice. Various animal studies suggested that regular vaping may change the ability of the animal to respond to infection. However, animals’ lungs in all those cases were compromised with the exception of vulnerabilities to COVID-19. There is still a high chance that vaping, especially with the liquids that contain psychoactive THC may alter the lungs’ ability to manage the infection.

There is also an important recommendation for the vapers not to share vaping devices such as vape pens as it may spread viruses, such as COVID-19. Make sure to keep an eye on that.

What are NHC and the UK government measures?

In March 2020, the risk of Covid-19 was raised to high. At first, the UK government has placed some hope in “herd immunity”, meaning that: the weak and vulnerable people could be better-protected if the most of the population had got the coronavirus and become immune to it. However, some time later, they disclaimed this strategy. The UK government has published the coronavirus action plan. The State for Health and Social Care has claimed strengthened legal powers for public health protection. The UK government has also established The Health Protection (Coronavirus) Regulations 2020 to slow down further human-to-human transmission in the UK. The Regulation includes the measures of self-isolation when necessary.

The action plan includes current measures and plans of the UK regarding coronavirus, based on previous infectious diseases and influenza pandemic preparedness work. As time goes, the actions against COVID-19 will be adjusted to the nature, scale, and location of the coronavirus in the UK.

The coronavirus action plan includes:

• the information about the coronavirus
• the disease caused by the coronavirus
• the plans regarding infectious disease outbreak including COVID-19
• the measures and plans regarding COVID-19 outbreak
• the current and potential roles of the public in supporting the measures and plans

COVID-19 outbreak became a significant challenge for the entire world since December 2019. The UK government and the health and social care system have prepared to respond to the virus, ensuring solid protection to the public.

How can employers and businesses survive in the time of coronavirus? 

The UK government has published guidance for employers and businesses, providing advice about the COVID-19.

This guidance will provide advice to employers and businesses, including:

• the information about COVID-19
• how to prevent the spread of COVID-19
• what to do if the symptoms of COVID-19 are present
• sick pay eligibility 

There is also information on support for businesses including:

• statutory sick pay relief package available for small and medium-sized enterprises;
• a 12-month business rates holiday available for retail, hospitality and leisure businesses in England;
• business grant and grant funding for businesses;
• the Coronavirus Business Interruption Loan Scheme; 
• the tax scheme named HMRC Time To Pay Scheme.

After the SARS outbreaks in 2003, Public Health England (PHE) created diagnostic tests for coronavirus detection. These tests have also been used to detect MERS cases in 2012. In cooperation with WHO and a global network of laboratories, PHE has developed tests for novel coronavirus. The UK has also developed self-test kits available at GPs and pharmacies for hospitalised people with symptoms of COVID-19.

Healthcare professionals were advised to submit the samples of travellers, returning from high-risk areas to Public Health England (PHE). The samples are taken from the nose, throat, and deeper respiratory samples, then packed and sent to PHE Colindale. PHE can produce a laboratory result, identify the viral genome, and compare it to sequences from China if necessary. They help to track viral mutations and provide the information on how it may spread.

The answer is quite sad: so far, no vaccine may effectively fight with coronavirus.

Just a couple of weeks after the virus outbreak, Chinese scientists managed to know its genome and shared this knowledge with global experts.

However, developing a vaccine is not easy due to some reasons:

Scientists need to produce a vaccine that will induce the immune system but won’t cause significant harm to humans or cause severe symptoms of the disease. In general, any vaccine development requires clinical trials on animals. In their turn, trials are costly and may take a long time before the vaccine will be approved as safe and effective. Additionally, manufacturing and distribution are also time-consuming.

Clinical trials, as well as equipment required for trials, may require millions of US dollars, which is challenging for state institutions and small companies. Pharmaceutical companies are unlikely to invest in the vaccine as the risks of financial losses due to low demand and compensations to the public are high. However, several pharmaceutical companies including Inovio and Moderna, Imperial College of London and National healthcare institutes in the USA are planning to participate in the vaccine development. 

Taking into account all these challenges, scientists have appealed to the medications available on the market. Preliminary clinical trials and lab tests have shown promising results of Chloroquine, Actemra, Kaletra, Remdesivir, Avigan and some other medications.

The pandemic of false news

According to the Total Google News hits, Covid-19 and coronavirus have already received 2.1 billion mentions in the media. That seems to be true, as news feeds and social media have chosen Covid as a new trend. Here comes the danger: the media is full of inaccurate and misleading information due to the following reasons:

• fake ideas tend to spread without direct contact via messengers, social and even mainstream media
• people tend to spread conspiracy theories actively, just as the virus does. 

Even though conspiracy theories can’t cause death, they may bring no less harm. There are myths for all ages and any taste, from the coronavirus outbreak caused by 5G masts radiation to covering the financial crisis following Brexit.

One of the most popular theories is that the economic and political growth of China provokes jealousy and China’s hardships may bring benefits to its rivals. 

Misleading medical information regarding coronavirus may cause more dangers. Such as wearing masks makes no sense for healthy people, but their deficit in pharmacies may cause problems. Medical misinformation may confuse the people, wreak havoc and lead to the further spread of the virus.

Some fake news were related to cannabis. This interest was caused by a Twitter meme “Breaking News – Weed Kills Coronavirus”, telling that marijuana may treat the novel virus. The news was claimed to be untrue by the statement of the World Health Organization. Even though the organisation supports the intention to produce the vaccine and clinical trials are ongoing, so far, no special treatment has been created. The interesting fact is that fake news attracted massive online attention to cannabis benefits. Multiple studies suggest that cannabis has a potential antiviral effect.

Easy and fast access to valid and accurate information may lower “infodemic.” Social media companies, such as Facebook, in collaboration with WHO have begun to fight with misleading information. The WHO keeps working on identifying the most common and dangerous myths and offers more evidence-based data. Google has made a SOS alert, placing WHO information to the very top of search results, and Tiktok has hosted a WHO account. The WHO places trustworthy health information and advice on its social media channels and website, including the most common myth busters about coronavirus. It is worth reading as not to use salty water and ultraviolet disinfection, trying to manage coronavirus.

How Covid-19 may change our lives?

The cannabis products retailer has claimed that the novel coronavirus COVID-19 causes significant delays in product orders, influencing the supply chain for products such as cannabis vapes. The shutdowns of Chinese factories affect the shipment and delivery of cannabis products. Even though cannabis companies are aware of winter delivery disruption during Lunar New Year, novel coronavirus is unexpected and may last much longer.

Cannabis giants have stocked sufficient inventory in advance, and keep maintaining close relationships with suppliers to reduce the overall disruption. Storing large inventory remains challenging for smaller companies, and they may face shortages of cannabis products.

China remains the largest global producer of hemp. Even though it is mainly cultivated by the local farmers, exports have significantly reduced, affecting the market for products derived from hemp, including cannabidiol.

The market for vaping products may see a downturn due to concerns about vaping-related diseases and lung injuries. It is not known for sure if coronavirus can spread via things, such as parcels. The latest findings published in the Journal of Hospital Infection have shown that SARS, HCoV and MERS coronaviruses may remain on inanimate surfaces such as metal, glass or plastic for up to 9 days, but may be inactivated by disinfection procedures with 62–71% ethanol, 0.5% hydrogen peroxide or 0.1% sodium hypochlorite within 1 minute.

The world stock markets also face a free-fall. The index of global cannabis stocks has started to decrease steadily since March 2019 and are caught up in the overall market decline. The same trends remain valid for the American cannabis operator index.

No mass events

Numerous mass events, including cannabis industry conferences and trade shows, have been cancelled or postponed to a later date. Financial losses caused by events’ cancellations are estimated at million US dollars and happen to be costly for smaller and young cannabis companies. Cancellation is a hard but necessary decision as it aims to slow down the spread of the virus. This strategy was called “flattening the curve.” The sudden escalation of COVID-19 may overload healthcare systems and require considerable financial and human resources to recover stability. In this case, people may die due to the lack of medical equipment and medical staff.

“Flattening the curve” makes the same number of cases happen in a longer period, not overloading the healthcare system. It means that more people will get proper care, and more healthcare staff will avoid burnout and diseases.

COVID-19 pandemic

The WHO was concerned by the high level of virus spread and severity and in March 2020 declared the novel coronavirus a pandemic. By identifying COVID-19 as a pandemic, the WHO is placing it in a different category than recent deadly outbreaks, such as Ebola and the Zika virus outbreak. It means that the virus will highly likely to spread to countries all over the world.

The Harvard epidemiology professor Marc Lipsitch has assumed that up to 70 per cent of people all over the world may be infected with the virus within the coming year. However, it doesn’t mean that all the people will become severely ill, as some may have no symptoms. Epidemiologists have also suggested that coronavirus may become a new seasonal disease in the future. The season of cold, flu and COVID-19 is possible if people won’t develop a long-lasting immunity to coronavirus and the virus mutates further.

Pandemic culture

Handshakes are going out of fashion. More and more people, including well-known politicians, prefer an elbow bump or a smile to a potentially dangerous greeting. Anthropologist Neil Gerlach and Sheryl Hamilton of Carleton University in Ottawa have suggested that we live in a time of high disease awareness and defined it as a ‘pandemic culture.’ Now people pay great attention to the safety and cleanliness and greater personal space. One of the major features of pandemic culture is that these changes may remain when the pandemic is over. Until then, stay home, wash your hands and be well.

Anastasiia Myronenko

Anastasiia Myronenko is a Medical Physicist actively practicing in one of the leading cancer centers in Kyiv, Ukraine. She received her master’s degree in Medical Physics at Karazin Kharkiv National University and completed Biological Physics internship at GSI Helmholtz Centre for Heavy Ion Research, Germany. Anastasiia Myronenko specializes in radiation therapy and is a fellow of Ukrainian Association of Medical Physicists.