In 2016, the Australian Federal Parliament passed legislation legalising the supply of medicinal cannabis for therapeutic use. Following this legislative change there has been an exponential increase in the number of people accessing cannabis via legal pathways in Australia. In response to this demand, new business models have emerged specialising in the supply of medicinal cannabis. Many of these models use indirect advertising and promotional tactics to promise wellness through alternative therapy. These models have raised the concerns of the Australian Health Practitioner Regulation Agency and other health regulators in Australia due to their focus on supply of a predetermined medicine. Many medicinal cannabis products are unapproved therapeutic goods, meaning they have not been tested by the Therapeutic Goods Administration in Australia for their safety and efficacy. Possible parallels can be drawn from the commercial success of the pharmaceutical opioid, Oxycontin and its contribution to the ‘opioid crisis’. Recent legal action against Purdue Pharma, highlighted the factors that conspired to create this crisis including the influence of pharmaceutical companies, aggressive marketing and promotional tactics, over prescribing and regulatory failure. This paper explores the impact of legislative change on models of health care delivery in Australia. It considers the medicalisation of cannabis use, the concept of wellness and how this is presented through specialised medicinal cannabis clinics. The paper analyses the key factors that led to the commercial success of the pharmaceutical opioid, Oxycontin and its role in the ‘opioid crisis’ and compares these to the promotion and supply of medicinal cannabis in Australia.