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IP protection and marketing for the cannabis industry

Bereskin & Parr LLP


11:00 EDT

17 October 2018 marks a new dawn in Canada’s cannabis industry. Legalisation will lead to a substantial increase in the market value of cannabis. It is more important than ever that companies producing cannabis, cannabis products and related devices seek to protect their intellectual property in Canada in order to increase their market share.

This webinar will discuss how to identify, protect and manage cannabis IP assets and how to ensure compliance in a new regulated environment, including coverage of the following:

  • Patents – know which cannabis-related products can be protected by patents.
  • Plant breeders’ rights – know how to obtain protection for new plant varieties and the benefits of filing for protection.
  • Industrial designs – have a cool-looking pipe? Learn how to protect aesthetic, non-functional elements of cannabis accessories.
  • Trademarks – protect your brand while selecting and using trademarks lawfully.
  • Marketing and advertising – plain packaging will rule the day; discover how your cannabis products will have to be packaged and labelled. 


Micheline Gravelle is managing partner with Bereskin & Parr LLP. She is also the leader of the life sciences practice group and co-leader of the cannabis practice group.

Her practice focuses on assessing new technologies, preparing and prosecuting patent applications worldwide, and conducting due diligence analyses and providing strategic advice on patent portfolios. She stays at the forefront of the life sciences industry, regularly contributes to various publications and is a frequent speaker on the issues that affect intellectual property in the industry. She recently addressed the attendees of the GrowUP Conference, Niagara Falls, on the importance of patent protection in the cannabis industry. 

Ms Gravelle is recognised as a top-tier professional in both national and international industry publications. In 2017 she was recognised as the Canadian Patent Non-contentious Attorney of the Year by LMG Life Sciences.

Jennifer McKenzie is a partner with Bereskin & Parr LLP, leader of the regulatory, advertising and marketing practice group and co-leader of the Cannabis practice group.

Her primary focus is on regulatory, advertising and marketing law. She reviews advertising and claim substantiation for clients in a wide range of industry sectors, including pre-packaged consumer goods and regulated products. She represents clients in competitive trade disputes before Ad Standards and the Pharmaceutical Advertising Advisory Board, and provides advice to clients on federal and provincial privacy legislation for the private sector. She also helps clients in relation to promotion and contest design and has extensive experience in trademark prosecution and enforcement.

Ms McKenzie is a frequent speaker on marketing and advertising law and intellectual property, and has written extensively in these areas. At the September 2018 GrowUP Conference, Niagara Falls, she moderated a panel on branding cannabis in a regulated market.

Laurence MacPhie is a partner with Bereskin & Parr LLP and is a member of the life sciences, artificial intelligence and cannabis practice groups.

His practice focuses on drafting and prosecuting patent applications related to molecular biology, genetic engineering, agriculture and plant-related technologies, as well as preparing and filing plant breeders’ rights applications. He also provides advice on patent strategy and opinions with respect to validity, infringement and freedom to operate.

Mr MacPhie’s clients range from biotechnology start-ups to large international corporations seeking IP protection in Canada. He was a Commonwealth Scholar at the University of Oxford, where he completed a doctoral degree on the genetics of complex traits before embarking on a career in intellectual property.


Micheline Gravelle
Laurence MacPhie
Jennifer McKenzie


25 October 2018
15:00 - 15:55 UTC
55 min