From an outside perspective, the American cannabis industry has always been a contradiction. It combines deep cultural roots and commercial brilliance, but under a fragmented legal framework that complicates even the basics. Changes come frustratingly slow, despite years of debate and efforts to improve the system to secure everything from medical research to safe banking. The potential rescheduling of cannabis in the United States could be a pivotal, long-overdue moment, not only for American stakeholders but also for foreign companies exploring the transatlantic market. For international operators, rescheduling is more than a regulatory update — it represents a potential green light.
There’s a lot to entice non-American companies to the U.S. market. New states frequently update their cannabis policies to increase access, while brands and dispensaries are sleek and professional, contributing to a multi-billion-dollar industry that has only existed in this form for a decade.
It’s well known, though, that behind this vibrant surface lies a deeply inconsistent regulatory environment. The state-by-state patchwork creates friction for businesses and investors, limiting scalability and slowing innovation for any operator, but especially for those not embedded in the day-to-day nuances of state policy, commerce, and culture.
Without rescheduling, the U.S. cannabis industry will remain trapped in its own contradictions for both domestic and foreign operators alike. For the latter, it would bring much-needed hope about investing in American operations. The broader political climate has raised concerns for many European companies. Frequent and often unpredictable policy changes, tariffs, and international volatility have made it difficult to plan long-term investments.
Trade tariffs are a clear example of the challenges. American consumers consistently express interest in affordable quality, but antagonistic policies have made products more expensive. For cannabis companies, which already operate with tight margins, these added pressures make transatlantic ventures all but impossible. It is not clear who benefits from these policies, certainly not consumers, and that chaos alone discourages investment.
The bigger issue is regulatory instability at the federal level. One administration may support reform, while the next reverses course. European businesses, which are used to slower but more consistent regulation, find this volatility hard to navigate. It is one of the main reasons many remain hesitant about entering the U.S. market in a serious way.
Nearly all operators and even many politicians agree that it is time to move forward with rescheduling cannabis. If cannabis is rescheduled at the federal level, it would mark more than just a shift in classification. It would signal a willingness to modernize outdated drug policy, open the door to deeper international collaboration, and perhaps encourage other countries to do the same. Sharing and connecting are core values for the cannabis community, and now there is a chance to restore trust across borders. For European stakeholders, this would be the clearest sign that the U.S. market is worth a renewed strategic focus. The brands and market are ready; it is the federal government that needs to catch up.
Rescheduling is a necessary first step. It would lower barriers for research and investment, allowing international companies to expand their presence in the United States with greater confidence. It would also create opportunities to share expertise in cultivation, seeds, and natural wellness products with a broader American audience. After years of challenging regulations, just considering the possibility of building a truly international cannabis culture is exciting.
Still, rescheduling is not a complete solution. The lack of federal harmonization remains a major issue. Without consistent national policies — particularly in banking, lab testing, and product safety — the U.S. market will continue to be difficult to navigate for international companies. Rescheduling leaves questions for these issues, but it provides an undeniable leap forward.
American consumers are already interested in European quality, while many Europeans are drawn to the variety, street culture, and professionalism of U.S. brands. From a cultural standpoint, rescheduling is an act of good faith that would only strengthen those connections. With so many American companies investing in European emerging markets, that cultural currency of being modern and forward-thinking is priceless.
The question is not if but when the U.S. will be ready for true collaboration. Removing cannabis from Schedule I would open the floodgates for international commerce. The DEA has an opportunity to do more than restore good faith in the cannabis industry — it can showcase that it listens to science, to the people living in the country, and to simple common sense. The potential gains from rescheduling are significant, while the risks of standing still are high. Europeans stand alongside American operators, hoping the time is now.
Photo by Marek Studzinski on Unsplash
Nick Avé is the General Manager of Zamnesia
This article is from an external, unpaid contributor. It does not represent High Times’ reporting and has not been edited for content or accuracy.
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