The major players in the synthetic cannabis industry will hold crisis talks in Auckland today, with one saying they need to "rein in" their own behaviour.
It comes after two "legal highs" were found to contain the prescription sedative phenazepam - and amid fears the makers will prompt an outright ban on their own products.
Zaid Musa, of Enjoi Products, and Matt Bowden, who imports chemicals used in Kronic, called for the meeting after a report Kronic was being advertised on mainstream radio last week.
Matthew Wielenga, of Lightyears Ahead, the company behind Kronic, will also attend.
Mr Musa said the industry was "getting out of control" and the meeting was an effort to rein in behaviour which could lead to prohibition.
One long-term retailer has said sales of synthetic cannabis products had "virtually stopped overnight" since the news of phenazepam's presence broke on Thursday.
The meeting will also discuss a code of practice for ingredient testing, limits on advertising, dairies near schools stocking synthetic cannabis, and Kronic's pre-rolled joints - which health officials have said targets younger users.
Screening by Environmental Science and Research (ESR) revealed Kronic's Pineapple Express and Cosmic Corner's Juicy Puff Super Strength contained the prescription drug phenazepam.
ESR forensic research general manager Dr Keith Bedford said just over 40 synthetic cannabis products were tested after employers asked about the risks the drugs posed in the workplace.
Although there was more analysis to complete, Dr Bedford said "nothing else of the unexpected and alarming nature of finding phenazepam has surfaced".
But he warned consumers not to assume all other products were necessarily free of drugs such as phenazepam.
"I'm not wanting to imply some kind of blanket assurance that all other products are OK. I simply don't know that.
"All we've done is essentially a snapshot in time of most, but not necessarily all, of the products out there."
Auckland's Hemp Store co-owner Chris Fowlie said sales of synthetic cannabis had "virtually stopped overnight" after the phenazepam news broke.
He was not invited to today's meeting but had a simple message for those who did attend.
"I'm hoping they pull their heads in, stop chasing the quick buck, and look at the long-term future of the industry."
Mr Fowlie, who does not market his synthetic cannabis, said at a time of intense media interest and community concern, it was "astounding" some in the industry had paid for radio advertising.
"It's like some of these guys are just hanging themselves by their own rope. I just can't fathom it."
He had contacted ESR to discuss the possibility of using its equipment and skills to help the industry screen the chemicals it imported, mainly from China.
Dr Bedford said he was wary of possible conflicts of interest that might arise from such an arrangement.
"But if we were able to come up with a scheme that might provide some support for ensuring that public health is guarded, then that could well be something we're prepared to be a part of."
Dr Bedford said there was a "bewildering" number of synthetic cannabinoids contained in products, in many different combinations. A decision had not been reached on whether to release a list of products and their related ingredients, he said.
Mr Fowlie, the only manufacturer to disclose ingredients on packaging, said others would not do so because they feared the theft of their formulas.
"That's outweighed by the consumer's right to know," he said.
