California State Advertising Regulations
California pioneered medical marijuana legalization in 1996, and its approval for adult-use cannabis came later, in 2017. Chapter 15 of Proposition 64, specifically sections 26150-26156, outlines the state's stringent cannabis advertising and marketing restrictions. A key distinction is California's requirement for all cannabis advertisements to include the business license number, which also applies to technology platforms hosting these ads.
The state enforces strict regulations to prevent recreational marijuana ads from targeting minors. All advertisements—whether broadcast, cable, radio, print, or digital—must be backed by reliable audience data showing that at least 71.6 percent of the viewers are 21 or older. Ads are prohibited from featuring anyone under 21 and must avoid imagery appealing to children, such as cartoons, child-friendly characters, or candy-like packaging. Promotions offering free cannabis products or accessories, including buy-one-get-one-free deals, free items with donations, and contests or raffles, are also banned.
Outdoor advertising, including billboards, must be affixed to permanent structures and comply with the Outdoor Advertising Act. For medical marijuana, advertisements promoting physician recommendations must include a notice about the Compassionate Use Act and the federal classification of cannabis as a Schedule I drug. All such ads must be clear, truthful, and free from misleading or fraudulent claims.