Campaign targets driving after consuming edibles
An offbeat new public service campaign that shows the funnier side of cannabis edibles comes with a very serious underlying message from the Canadian Automobile Association (CAA): If you can’t drive your body, you can’t drive your car.
Seven years after Canada legalized marijuana, cannabis-impaired driving is still a major issue on Canadian roads. A new public opinion poll by CAA finds that one in five Canadians consumers have either driven high or been a passenger with someone who has been.
“In the years since legalization in 2018, cannabis consumption has evolved from traditional methods like smoking and vaping to more broadly appealing edibles,” says Julie Beun, Managing Director of Communications and Public Relations for CAA North & East Ontario.
“Unlike smoking, however, edibles take a different route to the brain through the stomach, resulting in what can be a more unpredictable experience. We've also seen that when people consume edibles, there are delayed onset of effects and consumers may also overestimate the control they have over their reactions, making driving even more dangerous,” she says.
Since legalization, studies have shown a notable shift toward cannabis edibles over smoking, a trend particularly evident among youth. This growing preference for edibles is concerning due to the delayed onset of effects, which can catch users off guard and lead to impaired driving. Young Canadians are the highest risk group for cannabis impaired driving.
Created in partnership with creative agency One23West, this new national campaign aims to reach young Canadians through humour and relatability, encouraging them to be responsible and plan ahead.
The ads highlight how everyday tasks, like tying your shoes, grabbing a snack, or answering the door, can feel unexpectedly difficult after consuming an edible. These scenarios are used to reinforce the ads’ message: If You Can’t Drive Your Body, You Can’t Drive Your Car. Each ad ends by urging viewers to have a plan to get home safely if they choose to get high.
The campaign was also informed by new research from the University of Saskatchewan, where researchers used a simulator to evaluate driving performance following cannabis edibles use. The study found that critical driving skills, such as reaction time, lane discipline, and speed control, were impaired.
Notably, the risk of collisions increased after consuming cannabis edibles. At just 1.5 hours post-consumption, nearly one-third (30%) of participants were involved in a collision. That number rose to 44% at 2.5 hours and peaked at 58% at the 4-hour mark – highlighting the prolonged impact of THC on driving performance.
The study has been submitted for peer review.
The national ad campaign launches on November 26 and will run for six weeks across digital platforms and social media. View the ads here.
The latest CAA findings are based on a poll of 2,896 Canadians carried out from September 17 to 28, 2025. A probability sample of the same size would yield a margin of error of +/-1.9%.
About CAA
CAA is a federation of eight Clubs providing nearly 8 million Members with exceptional emergency roadside service, complete automotive and travel services, Member savings and comprehensive insurance services. As one of Canada’s most trusted brands, CAA also advocates on issues of concern to its Members and all Canadians, including road safety, the environment, mobility, infrastructure, and consumer protection.