Ilera, Facing Social Media Backlash Over ‘Unfortunate Image,’ Discloses Hack
A social media firestorm has engulfed Newtown Square-based Ilera Healthcare following a Monday social media post intended to deter black market sales of its products, that has since been removed. However, new questions arose late Tuesday as the GP disclosed in a statement that it was the victim of a hack which “diverted Ilera proprietary contact and product information.”
By Wednesday morning, that statement was gone too, replaced by an image simply stating “Your health is our priority.” It was unclear why Ilera has yet again reversed course.
The post which started the online controversy was comprised of two images and was uploaded to the company’s Instagram account on Monday. Included with images was the caption “Don’t jeopardize your right to use medical marijuana. Medical marijuana can only be sold through approved dispensaries with a valid medical card.”
The first image was fairly sanguine, showing a screenshot of Ilera’s Google entry, with an image with a 716 area code number overlaid apparently selling Ilera’s product to non cardholders (as of press time was still viewable from Ilera’s Google listing). It was the second image that upset dozens of patients and activists however, and led to Tuesday night’s statement.
The image, including a security officer badge on a black background and red text saying “medical marijuana is a privilege not a right,” seemed to contradict what the first image and the caption rightly pointed out — that purchasing black market-obtained medical marijuana is indeed illegal.
But Ilera took more than 24 hours to address the issue, in the meantime either turning off comments to its posts at points, or allegedly blocking individuals that flocked to their social media pages to criticize the company.
“I/we have fought for these limited MMJ rights here in Pennsylvania,” activist Roni Hepner wrote in an Instagram post. “Cannabis is not just for those who can afford a silly plastic card. How dare you play this capitalist tactic.”
Others were even more blunt, with several calling for an outright boycott of Ilera product until their concerns were addressed. “For your company to come in, charge $20 a gram for flower and then tell patients it’s a privilege and not a right is a slap in the face,” Philadelphia cannabis activist Mike Whiter wrote on another Instagram post.
The post in question disappeared from Ilera’s social media outlets sometime late Monday, however the company stayed silent until the following night before apologizing for its poor choice of words.
“Ilera takes full responsibility for the post,” a statement read (the full statement is posted below, which has since been removed by Ilera from all social media channels). “We understand that the message did not convey our message appropriately and as such, a message which was intended to protect patients ended up insulting them.”
The company says that sometime Monday a hacker broke into the company’s Google account and that its proprietary information was compromised. However it did not say if patient information was affected, which some pointed out as troubling.
“Does this mean the hackers have MY PERSONAL information?” Gayle Share commented on Ilera’s Facebook, where the statement was posted. As of early Wednesday morning, the company had not clarified if that was the case.
Not everyone is taking Ilera to task, however. Patient caregiver group Keystone Caregivers asked those upset with Ilera to forgive in its own Facebook post.
“We believe that all people are doing the best they can and kindness is intrinsic” the post reads in part. “We stand with Ilera Dispensary because forgiveness and acceptance is what cannabis is about. We’re all going through a learning curve on the east coast and we’re confident that Ilera, and other GPs, will adjust and do their best to provide quality medicine at the best price point.”
