From stricter telemedicine regulations to evolving product frameworks, as global medical cannabis markets mature, many are entering a more cautious phase as we approach 2026.
After a largely optimistic and reform-driven 2024This year the momentum began to shift once again for the global medical cannabis sector.
In many markets, such as Czech Republic or the USpromising legislative reforms have stalled, while other markets such as Germany and Australia They are under threat of retreating little by little. However, Trump’s signing of an Executive Order to reclassify cannabis to a Schedule III drug last week – recognizing its medical value – saw the year end on a high for many stakeholders who are optimistic about the potential impact of this on global politics.
As we conclude the year 2025, the Ban Partners They turned their attention to next year and shared their thoughts on how things will develop for medicinal cannabis in 2026.
Telemedicine: the engine of growth and scrutiny
Telemedicine has become the main channel for patients to access the largest medical cannabis markets in the world. Its use has become a major growth driver in markets such as Australia, Germany and the United Kingdom, connecting patients with doctors who are comfortable prescribing medicinal cannabis, which remains rare globally. Plus, you can get a prescription from the comfort of your home.
The ease of access to cannabis, combined with questionable marketing practices by some platforms and a lack of oversight, has become a contentious issue in Australia and Germany. Politicians and health officials in both countries are expressing concern that these platforms are being used by recreational users to access cannabis. As a result, there are plans to restrict telemedicine in Germany and talks are underway in Australia.
Source: Prohibition Partners, 2025
Prohibition Partners senior analyst Alex Khourdaji predicts that “restrictions on telemedicine are likely to occur in Germany and could be seen in Australia in 2026.”
Veteran market analyst Alfredo Pascual added: “Germany enters 2026 with a clear risk of regulatory tightening in medicinal cannabis, even if the exact timing and final form of the rules remain uncertain.
“The bill that is on the table at the end of 2025 is quite drastic on paper, particularly in its attempt to curb high-volume telemedicine models and pharmaceutical delivery to patients. At the same time, the legislative process has already revealed significant gaps in the law’s application. The Cabinet rejected pressure from the Bundesrat to close EU cross-border prescribing, effectively preserving a key access channel for now, while the proposed delivery restrictions still lack check-in mechanisms. clear and practical sanctions”.
Khourdaji believes that regardless of the final outcome, these restrictions should serve as a warning to other markets.
“Depending on the level of regulation, we can expect a significant short-term drop in global demand as these are the two largest medical markets outside of North America. These restrictions will not only have a severe impact on the commercial size of the market but will be detrimental to patients, especially those who live in rural areas and have debilitating conditions.
“These restrictions should serve as a warning to other markets to self-regulate teleclinics.”
*The top 5 clinics were selected based on the number of monthly site visitors as of October 2025. The number of visitors does not automatically translate into prescriptions or patients.
Source: Similar Web and Ban Partners 2025
The future of flowers.
Ben Stevens, editor of Business of Cannabis, notes that while raw flower is still king, by 2026 its dominance could begin to decline.
“As we continue to see tightening restrictions on medical cannabis frameworks across Europe, much of the negative attention is focusing on flower as a category,” he said.
“In the UK, products transplanted directly from North American adult-use markets into the private medical market are already raising concerns from regulators over their names and brands. Similarly, in Germany, Drugs Commissioner Hendrik Streek recently suggested that banning flower could be one route the government considers in its reaction against medicinal cannabis. Meanwhile, emerging markets such as France and Spain are rushing to market without any flower offerings.”
Stevens suggests this dynamic will drive greater interest in alternative product formats. Purkiss goes deeper and suggests that France’s plans focused on pharmaceuticals and non-flower products could act as a new model for future reforms.
“The launch of the new medical cannabis production and treatment structure in France has the potential to provide an alternative model for countries seeking to establish medical cannabis frameworks within their health systems,” he said.
“The French model is more integrated into the country’s existing pharmaceutical production and clinical treatment landscape than in other large patient markets. It remains to be seen how quickly domestic production partnerships can create products that are acceptable to patients, doctors and regulators.”
UK: Steady growth, persistent gaps
Sarah Sinclair, editor of Cannabis Health, expects continued but measured expansion into the UK market.
“Patient numbers will continue to grow steadily in the UK and we will see more doctors expressing interest in medicinal cannabis, but the number of prescribers will remain low compared to demand,” Sinclair said.
As with Germany and Australia, expect some regulatory pushback, albeit more moderate, as does the UK’s comparative growth.
“While we await the results of the ACMD review, I believe we will see greater engagement from UK regulators, such as the CQC and the General Pharmaceutical Council, with the sector as it faces greater scrutiny in line with growing patient numbers.”
Sinclair also highlighted emerging legal challenges around patient access. “As access expands, legal cases involving drug-related driving offenses and employment tribunals will also become more frequent, and it will be more difficult for policymakers to ignore the major gaps related to CBPM, particularly in relation to driving and workplace drug testing. How employers should manage this and how to accurately measure impairment will become an increasingly important part of the conversation, with some professional bodies in the occupational health space, for example, currently reporting that they are reviewing its guidelines”.
The medical turn of marketing
According to Michael Hoban, director of marketing and communications at Prohibition Partners, the sector’s positioning and communication strategies will continue to evolve from lifestyle brands towards the medical framework.
“As the cannabis industry continues to mature rapidly, marketing budgets will face increased scrutiny throughout 2026,” Hoban said.
“Maximizing return on investment has become a core priority for industry leaders and marketers alike, replacing the traditional ‘use it or lose it’ approach that once dominated budget cycles. Today, every pound or dollar spent must be backed by clear, measurable results, making demonstrable ROI not only desirable, but essential for strategic decision-making and accelerated growth.”
He also expects medical positioning to accelerate in tandem. “As more European countries expand medical cannabis programs and patient access, the market will continue to lean more toward medicine and wellness, rather than lifestyle/recreation. While this trend is already underway, next year there will be even more room for marketing to shift: from alternative medicine to standardized healthcare, reinforced by the latest clinical trials, patient case studies and prescriber education.”
As markets mature, Hoban believes storytelling will play an increasingly important role in cannabis marketing.
“Putting people and their stories front and center creates a level of authenticity that truly resonates with audiences. By showcasing producers, patients, innovators, and community advocates, marketers can highlight the real voices shaping the industry and build deeper emotional connections with their audience. These powerful narratives don’t just humanize a brand — they position it as a thought leader, elevating it far beyond being just another product on the shelf or another ancillary service.”
Rob Dale, director of digital marketing at Prohibition Partners, noted that search behavior reflects this medical shift.
“In 2026, cannabis marketing and content will continue to move away from ‘stoner’ content toward science-based content,” Dale said.
“Searches for casual terms like ‘weed’ and ‘marijuana’ decline, while ‘delta-9 THC,’ ‘THCa,’ and ‘CBN’ have seen massive growth and continue to become more popular.”
