Ben & Jerry’s Uses 4/20 To Promote MJ Reform While Other Brands Market Off The Holiday

This year, the marijuana holiday 4/20 is being disrupted across the board due to the coronavirus pandemic and resulting social distancing measures.

But while public gatherings and scheduled events are being cancelled—with some organizers offering virtual alternatives—some major businesses are continuing to leverage the occasion to promote cannabis causes and products.

The ice cream company Ben & Jerry’s stands out. As in past years, the brand is using 4/20 to highlight the harms of federal marijuana prohibition, particularly for communities of color. In concert with the ACLU, Ben & Jerry’s announced on Saturday that it is formally endorsing congressional legislation to deschedule cannabis and push restorative justice.

The company said in a blog post that the era of legalization means that people in an increasing number of states do not have to fear being prosecuted over cannabis-related activities—as long as “you’re a white person,” at least.