What You Need to Know About Cannabis Advertising | Scott Gelbard

The cannabis industry is booming, but advertising remains a significant challenge due to strict regulations and legal complexities. Whether you’re launching a cannabis brand or looking to expand your customer base, understanding the rules and best practices for cannabis advertising is essential. Here’s what you need to know to navigate this evolving landscape.

1. Know the Legal Framework

Cannabis advertising laws vary widely between regions, even within the same country. In the United States, for example, cannabis is legal in some states but remains illegal federally, creating a confusing regulatory environment. States with legal cannabis often have their own advertising restrictions, such as limiting ads to adult audiences or prohibiting promotional content near schools and public spaces. It’s crucial to stay updated on local laws and work closely with legal experts to ensure your marketing efforts comply with regulations.

2. Targeting Restrictions

One of the biggest challenges in cannabis advertising is the restriction on targeting underage audiences. Most jurisdictions have strict rules requiring that cannabis advertisements reach primarily adult audiences — often with mandates that 70–85% of the audience must be 21 or older. This means you’ll need to be strategic about where you place your ads, focusing on platforms and publications with a predominantly adult audience. Failing to adhere to these targeting rules can result in fines or the removal of your ads.

3. Limited Platforms for Ads

Traditional advertising channels such as television, radio, and mainstream social media platforms (like Facebook, Instagram, and Google) have strict policies against cannabis-related content. This leaves cannabis businesses with fewer options to promote their products. However, there are cannabis-friendly platforms like Weedmaps and Leafly that provide opportunities for advertising. Additionally, some local magazines, websites, and outdoor billboards may allow cannabis ads in compliance with local laws.

4. Creative Messaging

Cannabis companies must navigate not only legal restrictions but also stigma. To overcome this, focus on creating responsible, educational, and informative content. Avoid sensational or misleading claims, as many regulators explicitly ban advertisements that suggest health benefits or promote recreational use to minors. Instead, focus on your product’s quality, sustainability, or medicinal benefits, and maintain transparency in your messaging. Authentic and responsible marketing resonates with customers and regulators alike.

5. Compliance and Monitoring

Given the fast-changing regulations, compliance in cannabis advertising is an ongoing process. Monitor your campaigns closely, keeping an eye on both legal updates and how your audience is responding to the ads. Maintaining open communication with compliance teams or legal counsel is critical to staying on the right side of the law and protecting your brand’s reputation.

Navigating cannabis advertising is tricky, but with careful planning and compliance, businesses can successfully promote their products while avoiding legal pitfalls. By understanding the legal framework, using the right platforms, and focusing on responsible messaging, cannabis brands can effectively reach their target audience and build a reputable brand in this rapidly growing market.