Canadian Prime Minister Justin Trudeau has officially set the cannabis legalization day for October 17, 2018, giving the provinces, municipalities and marijuana businesses about four months to prepare.

The government had originally aimed for Canada Day on July 1 as the date, but legalization was delayed after a drawn-out process that started last year. Making recreational pot legal was one of Trudeau’s campaign promises back in 2015.

The Senate voted 52-29 last week to approve the most recent version of Bill C-45, the Cannabis Act, which did not include one of the Senate’s recent amendments that would have banned branded swag after the House removed it.

“This is an historic milestone for progressive policy in Canada as we shift our approach to cannabis,” said Minister of Justice Jody Wilson-Raybould, in a statement after the vote. “This legislation will help protect our youth from the risks of cannabis while keeping profits out of the hands of criminals and organized crime.”

While branded merch will be allowed under the bill’s provisions, the law bans the sale of cannabis to anyone under 18, although provinces and territories will be able to set higher minimum ages. Cannabis and oils will go on sale at regulated shops initially, followed by edibles next year following new regulations.

Canada is now the first advanced industrialized nation to make recreational marijuana lawful across the country, though the government is reminding citizens that recreational use of the drug is still illegal until October 17. Medical marijuana has been legal in Canada since 1981.

But the opportunity for the promo industry remains to be seen. Scott Hulbert, managing director of Ideavation (asi/229801) in Toronto, says it’s not yet clear how regulated the promotion of now-legal pot will be. “Will it be like the liquor industry where there is minimal restriction, or will it be like the tobacco laws that are very strict and make any advertising/promotion impossible?” he told ASI Canada. “It’s being legalized federally, but the provinces have jurisdiction over distribution, so that may impact advertising laws as well. We’ve done some small promotional orders for a few cannabis companies’ internal marketing needs and events. I really don’t anticipate mass swag opportunities, but I do think there will be an initial period where brands will develop guerilla marketing initiatives.”