In the world of cannabis advocacy, Rosario Dawson has been a vocal force for years. Her journey began in her childhood home, where her parents cultivated cannabis on a New York fire escape. Today, she finds herself at the forefront of a new battle—to preserve the legality of THC beverages.
Dawson is one of six public figures involved in the “Real Drinkers” campaign, initiated by the THC beverage company Cann. Alongside NBA champion Dwyane Wade, actor Zosia Mamet, filmmaker Lake Bell, comedian Trevor Wallace, and author Cameron Oaks Rogers, she aims to raise awareness about the impending federal ban on hemp-derived THC products.
The looming deadline and its implications
The federal government’s spending deal in included a provision that redefines legal hemp and caps finished products at 0.4 milligrams of total THC per container. This provision, set to take effect on November 12, 2026, threatens to make most hemp beverages, gummies, vapes, and tinctures federally illegal unless Congress intervenes.
For Dawson, this fight is deeply personal. She has long advocated for those affected by the War on Drugs, particularly people of color and women who have faced significant barriers in the cannabis industry. “There are still people in jail right now for stuff that people are boasting about doing online currently,” she says, highlighting the disparity between those punished during the War on Drugs and those now benefiting from its legalization.
The social equity gap
The cannabis industry has seen tremendous growth, but not everyone has benefited equally. Dawson points out that while there is now “a lot of money in the space,” many legacy and social equity operators have been left behind. “They weren’t left out of it when penalization was more of the norm. But now they’re being left out,” she laments.
Her advocacy extends beyond the “Real Drinkers” campaign. Dawson narrated and executive produced the documentary “Kiss My Grass,” which premiered at the Tribeca Festival in 2026. The film sheds light on the challenges faced by Black women and other marginalized groups in the cannabis industry, emphasizing the need for social equity and inclusion.
The broader impact of the hemp ban
The hemp beverage industry has grown rapidly, with products available in gas stations, liquor stores, and grocery chains. The broader hemp marketplace contributes about $30 billion to the U.S. economy. However, the impending ban threatens to disrupt this market and push consumers toward illicit sources.
Jake Bullock, Cann’s co-founder and CEO, describes the situation as an ultimatum. “Folks were basically forced to accept this effective hemp ban in order to get the government back open,” he says. The provision was not debated on its own but was included in the deal that ended the longest government shutdown in U.S. history.
The campaign’s celebrities are not just endorsers; they are investors and shareholders in Cann. This structure predates the fight over the November cutoff and reflects the company’s strategy to navigate the challenges of advertising in a heavily regulated industry.
A call for regulation
In response to the looming ban, Reps. Angie Craig and Andy Barr introduced the Lawful Hemp Protection Act on July 22. This legislation aims to replace the November cutoff with a framework modeled on how the government regulates alcohol and tobacco, including age limits, testing, taxes, warning labels, and a ban on synthetic cannabinoids.
Bullock emphasizes that the bill is a step in the right direction, even if it is not perfect. “This is the clearest sign yet that the hemp beverage industry wants to be regulated. We want rules. What we’re fighting for here is regulation,” he says. Dawson echoes this sentiment, calling for more warning labels and age limits to ensure the safety and responsibility of THC products.
As the November deadline approaches, the fight to preserve THC beverages continues. Dawson and her fellow advocates are determined to raise awareness and push for legislation that balances regulation with social equity, ensuring that the benefits of the cannabis industry are accessible to all.
