Australian medicinal cannabis company Elixinol has launched Japan’s first campaign advertising their products following a long-fought battle with regulators.

The ASX listed company has become the first to gain approval for a billboard advertising cannabidiol hemp oil – commonly known as CBD – in the country where medical marijuana has faced a fierce backlash by lawmakers.

Although CBD was legalised in November 2016, brands have so far struggled to gain approval to market their products, Elixinol Japan’s boss said in a statement.

“Japan has a very strong cultural connection with hemp, and its use by our people dates back to ancient times,” explained CEO Makoto Matsumaru.

“Elixinol has been supplying hemp oil products to Japan for over three years, however up until now we have not been able to actively market the product range. Approval to commercially advertise our Hemp Oil Drops is a major win for the hemp industry and comes after many months of working with the relevant authorities to gain authorisation.”

Created by Japanese agency Tsuge Production and Dentsu Tec, the campaign was installed in Tokyo’s Omotesando train station. [Read more at Mumbrella]