ASA Doobious Ruling Proves Stigma Remains, And Patients Are The Ones Paying

Wellington, 1 October 2025 - The Advertising Standards Authority has partially upheld a complaint about HELL’s recent Doobious campaign; a decision the company says underlines how out of touch New Zealand’s regulators are with public attitudes towards medicinal cannabis.

Doobious was a limited-release pizza designed to get people talking about changing attitudes towards cannabis, particularly medicinal use. It came with a baggie of dried herbs (sage and oregano) and a limited number of HELL branded grinders. The ruling, released today, upheld part of the only complaint received about the pizza, saying email ads “encouraged or condoned an illegal practice.”

HELL CEO Josh Drake says the decision proves exactly why the campaign was needed.

“It brings into clear focus the shame that surrounds medicinal cannabis use; that it’s taboo, or something to hide or fear. Doobious was designed to provoke a conversation about that stigma, because until we open up about it, patients are the ones who lose out.

“More than half of those who use medicinal cannabis have never asked their doctor for a prescription for a range of reasons, including cost and shame. Thousands are suffering in silence despite proven benefits for conditions from epilepsy to cancer treatment. That’s the real harm, not some cheeky advertising,” he says.

Advertisement - scroll to continue reading

The campaign sparked overwhelming support. Within hours of launch, 2,500 grinders were ordered; the full run of 5,000 sold out in three days. More than 20,000 pizzas were purchased in four weeks, making Doobious one of HELL’s most successful limited-time offerings.

The launch also came as new advertising guidelines for medicinal cannabis were introduced, tightening restrictions and further silencing patients and doctors.

Sally King is the Executive Director of the New Zealand Medicinal Cannabis Council, the leading body for the medicinal cannabis sector. She says campaigns that challenge the stigma are both welcome and needed.

“Despite GPs being able to prescribe it since 2018, there are still enormous challenges around affordability and accessibility. It’s an unfunded medication, and the regulations around medicinal cannabis also mean that patients may not discuss their medicine costs.

“A Reddit thread where people could list how much they pay for their prescriptions - a really valuable community resource - was recently shut down by the Ministry of Health. All of this results in even lower transparency about medicinal cannabis,” she says.

King says it’s not until people see medicinal cannabis help their friend, mother or grandfather that they rethink their attitudes towards it.

Drake says the contrast between customer support and the regulatory response is telling.

“Tens of thousands of Kiwis got behind Doobious, but the government and regulators remain out of touch with what people want. We’re proud to have this conversation out in the open. Patients are the ones suffering - and we'll continue calling out attitudes that cause harm.”

About HELL

Established in Wellington in 1996, HELL has grown to become one of New Zealand's most infamous and well-known brands, with 78 franchises and more than 1,200 staff.

Behind the irreverent brand, HELL focuses on affordable indulgence, offering Kiwi consumers an ethical option in convenience foods. In 2015, HELL was the first NZ company to offer free-range pizzas and specialises in catering for vegan, vegetarian and meat-loving souls. It also supports a range of causes, including the New Zealand Book Awards for Children and Young Adults and IHC's Project Active and is an active member of the local communities in which it operates.

© Scoop Media