The World Stage:
Cannabis Goes Global — But Not Without Friction

Europe: Telemedicine Opens the Floodgates

Telemedicine has become the primary channel for patient access in the world's largest medical cannabis markets — Australia, Germany, and the UK. The ability to connect patients with cannabis-friendly physicians from home has turbocharged prescription rates, even as regulators begin to express concern about oversight and marketing practices.

• Germany remains the dominant European cannabis market. Telemedicine prescribing, combined with an almost unlimited supply of affordable Canadian cannabis imports, drove growth beyond even optimistic forecasts in 2025.
• Australia and Germany are seeing regulatory pushback against telemedicine platforms accused of questionable marketing and a lack of clinical oversight.
• UK medical cannabis regulators are scrutinizing products transplanted directly from North American adult-use markets — particularly brand names and packaging originally designed for recreational consumers.
• Czech Republic — Promising legislative reforms have stalled, with the broader European anti-incumbent political wave complicating pro-cannabis reform agendas.

Canada: Export Dominance and Domestic Challenges

Canada continues to dominate global medical cannabis exports, particularly to Germany. However, the domestic picture remains challenging: price compression, oversupply, and a competitive licensed retail landscape are squeezing producer margins.

Thailand: The New Supply Chain Wildcard

Industry analysts at Prohibition Partners have identified Thailand as a new force entering the international medical cannabis supply chain in 2026.

The Oversupply Threat Goes Global

The same oversupply and price compression dynamics that have battered US legal markets are now emerging internationally. The flood of cheap Canadian cannabis into European medical markets — while a boon for patients — is threatening the viability of local EU producers who built their business models on premium pricing.

Relative market scale / development stage. Source: Prohibition Partners, Business of Cannabis 2026

Medical Research Breakthrough: Fatty Liver Disease

Israeli researchers announced findings suggesting that cannabis compounds could lead to the development of the first pharmaceutical drug for fatty liver disease (NAFLD/NASH) — a condition affecting hundreds of millions globally. If validated in clinical trials, this represents a significant new addressable market for pharmaceutical-grade cannabis producers.

What International Business Leaders Should Watch

• Canada's export dominance to Germany creates a stable near-term revenue stream, but EU domestic production could challenge this position by 2027–28.
• Thailand requires close monitoring — early-mover advantage in supply agreements could be significant if the country emerges as a major medical exporter.
• Telemedicine platform compliance is an emerging risk in Australia and Germany; operators using telehealth channels should review their marketing practices now.
• The Czech Republic and other stalled EU reform markets may still unlock — track upcoming elections and coalition politics closely.
• The WNBA is reportedly evaluating revisions to its marijuana policy — a signal of broader mainstream normalization with potential brand partnership implications.