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Cannabis Marketing and Advertising

Cannabis Marketing and Advertising

California State regulations regarding the marketing and advertising of cannabis within the state are largely intended to limit exposure to minors. It’s been noted that as “regular use of marijuana can have adverse health impacts, especially for minors.” Therefore, a critical “public health rationale for restricting the advertising and marketing of marijuana is to limit interest in recreational marijuana among minors and prevent the increase in drug abuse that may accompany greater availability.”

Cannabis and BluntCalifornia’s policy on the marketing and advertising of cannabis products can be primarily found in the 2016 Adult Use of Marijuana (AUMA) and the 2018 Medicinal and Adult-Use Cannabis Regulation and Safety Act (MAUCRSA). AUMA handles most areas of regulation regarding the growth, processing, and sale of Marijuana while MAURSRA has a greater focus on the selling of cannabis and cannabis products.

As a result, California’s Code of Regulations clarifies when, where, and how cannabis products can be advertised to the general public. Ads on TV, Radio, and the internet must be placed only where more than “71.6 percent of the audience viewing the advertising or marketing is reasonably expected to be 21 years of age or older.” Additionally, ads should not include images of minors nor promote using toys, cartoons, movie characters generally aimed at minors. Businesses are also not allowed to promote through the giving away of free cannabis products in “buy one, get one free,” free product through donation, or as contest prizes promotions. Further regulation delves into the details of ensuring that cannabis products are not advertised to minors and that cannabis products are not confused with alcoholic products. These regulations and more can be found here within Article 4.

Sources:

  1. https://www.publichealthlawcenter.org/sites/default/files/resources/Toking-Smoking-Public-Health-2018.pdf
  2. https://cannabis.ca.gov/wp-content/uploads/sites/13/2019/01/DPH-17-010_Final.pdf
  3. https://leginfo.legislature.ca.gov/faces/codes_displayText.xhtml?lawCode=BPC&division=10.&title=&part=&chapter=15.&article=