Durée & Company is closely monitoring a major federal policy shift that is set to reshape the cannabis industry and the businesses that support it.
On April 23, 2026, the U.S. Department of Justice announced that FDA-approved marijuana products and those distributed through qualifying state-licensed medical marijuana programs have been officially moved from Schedule I to Schedule III under the Controlled Substances Act.
This is not a proposal or recommendation. It is an immediate change in federal classification, with broader rescheduling still under review through an expedited administrative process.
While cannabis remains illegal at the federal level outside of these parameters, this action marks one of the most significant policy developments in decades.
What changed and why it matters
The reclassification applies specifically to FDA-approved cannabis products and marijuana distributed through state-regulated medical programs.
For the first time, these operators are recognized within a less restrictive federal category, signaling a shift in how the government views medical marijuana and the systems that regulate it.
This change has immediate implications for research, regulation and business operations. It also establishes a clearer framework between federal oversight and the 40-plus states that have already implemented medical marijuana programs.
At the same time, the Department of Justice and the Drug Enforcement Administration have initiated a formal hearing process, beginning in June 2026, to evaluate broader rescheduling of marijuana under federal law.
In short, this is both an action and a signal of what may come next.
The business impact
The most immediate shift is financial.
With cannabis products in Schedule III, qualifying operators may now be able to deduct standard business expenses at the federal level. This addresses one of the industry’s most significant limitations under IRS code 280E, which previously prevented cannabis companies from writing off common expenses.
For operators, this improves margins. For the industry as a whole, it creates new room for investment, expansion and long-term planning.
It also introduces a more structured pathway for companies to register with federal regulators, aligning state programs with federal oversight in a more formal way.
What it means for public relations and marketing
As financial pressure eases, expectations increase.
Cannabis companies that have historically operated in a restricted environment will now face a more competitive and visible landscape. With greater legitimacy comes greater scrutiny, along with new opportunities to expand beyond industry-specific audiences.
This is where public relations becomes essential.
Companies will need to refine how they communicate with multiple stakeholders, including investors, regulators, patients and the general public. Messaging must evolve from compliance-focused to credibility-driven, supported by clear positioning and consistent visibility.
Opportunities for brands will expand across:
- National and regional media outreach
- Executive thought leadership
- Strategic partnerships and cross-promotional relationships
- Reputation management as new audiences enter the space
For ancillary industries, including real estate, health and wellness, hospitality and finance, the shift also opens the door to deeper involvement with cannabis-related businesses that were previously viewed as high risk.
A step toward normalization
This reclassification does not legalize cannabis federally, but it does reinforce a broader trend toward normalization.
By recognizing state-regulated medical marijuana programs and expanding access to research, the federal government is acknowledging the existing infrastructure that has developed across the country.
It also provides patients, providers and researchers with greater clarity, while maintaining federal controls over illicit distribution.
What comes next
The upcoming administrative hearing process will determine whether marijuana is fully reclassified at the federal level.
Until then, this action creates a new operating environment for medical marijuana businesses and a clear signal that federal policy is evolving.
Companies that begin adapting now, through stronger brand positioning, strategic communications and proactive media engagement, will be better positioned as additional changes unfold.
Durée & Company continues to advise clients across cannabis, real estate, health and wellness and emerging industries, helping them navigate regulatory shifts and translate them into meaningful visibility and growth. As the landscape changes, one thing remains consistent: clear messaging, strong positioning and strategic public relations will define which brands lead. Contact us today.
About Durée & Company, Inc.
Founded in 1999, Durée & Company is a full-service, well-respected and highly creative public relations and marketing agency serving a diverse client base of local, national and international consumer brands, landmark industries, business leaders and philanthropists from its offices in Fort Lauderdale, Florida and Aspen, Colorado. Practice areas include nonprofit, hospitality, business, lifestyle, health and wellness, legal, real estate, yacht and marine as well as cannabis, psychedelics, and other emerging industries. Durée & Company is a member of PR Boutiques International™ (PRBI), a global network of nearly 40 independent, owner-led public relations agencies spanning five continents. In 2025, the agency was named Fort Lauderdale Magazine’s Best PR Agency for the third consecutive year, and its founder, Durée Ross, was recognized as a “Media Industry Champion” at PRNEWS’ Top Women Awards. To learn more, call 954-723-9350; go to dureeandcompany.com;cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter,YouTube and LinkedIn at @DureeCoPR.
