Protecting Minors from Cannabis Ads: 5 Key Regulations

Cannabis ads face tough rules to keep kids safe. Here’s what you need to know:

Age Checks: Websites and apps must verify users are 21+
Content Limits: No kid-friendly imagery allowed
Ad Placement: Strict rules on locations near schools
Audience Targeting: Most states require 70-90% of viewers to be 21+
Warning Labels: Health warnings and symbols required

Why it matters:

Teen cannabis ad exposure skyrocketed from 25% to 70% (2010-2017)
Ads can make teens think cannabis is less risky
Even small amounts of THC can harm kids

Quick Look: State Ad Rules

State	Age Requirement	Key Rule
California	71.6% 21+	No border highway billboards
Colorado	Max 30% under 21	No under-21 targeting
Connecticut	90% 21+	No ads within 500ft of schools

Bottom line: Cannabis companies must market smart to protect kids and build trust.

1. Age Checks

Age checks are the first line of defense against underage cannabis ad exposure. Here’s how they work:

Websites: Users must enter their birth date
Emails: Campaigns verify recipients are 21+

But simple age gates aren’t enough. Teens can easily bypass them. That’s why the industry is stepping up:

ID scans: Some dispensaries use tech to check government IDs
Face recognition: Systems like Proof™ by authID match faces to verify age

These stricter measures tackle a growing issue. Teen cannabis use has jumped 245% since 2000. Regulators are watching closely.

Jim Canepa from Ohio’s Division of Cannabis Control puts it bluntly:

"Advertising with Santa Claus or cartoons – appealing to children – it’s a very bright line in the sand, it’s prohibited."

For cannabis businesses, the risks are high. Selling to minors can mean fines, jail, and lost licenses. With the U.S. cannabis market nearing $24 billion in 2021, companies must balance growth with strict age checks.

2. Ad Content Limits

Cannabis ads must follow strict rules to protect kids. Here’s what’s banned:

Cartoon characters
Toys or kid-friendly images
People using cannabis
Images of under-21s

These rules keep cannabis marketing away from young eyes. For example, Washington banned cartoon images on edibles in 2014.

Some states go further:

State	Key Rule
Colorado	No under-21 targeting
Arkansas	No kid-appealing content
Washington	No kid-suggesting illustrations

Cannabis companies must be careful. A recent study found some social media tactics that could appeal to youth:

7% used pop culture references
6% showed store-branded products
6% used cartoon characters

These practices break many state rules.

"Those types of restricted content basically come from evidence around ways that tobacco and alcohol companies used to appeal to youth." – Dr. Megan Moreno, University of Wisconsin-Madison

To stay legal, cannabis ads should:

Avoid kid-friendly imagery
Include clear age restrictions
Skip unproven health claims
Stick to product facts

3. Where Ads Can Go

Cannabis ads face strict location rules to keep them away from kids. Here’s the scoop:

Distance from kid spots

Many states set up "no-go zones":

State	Rule
Illinois	No ads within 1,000ft of schools, playgrounds
Connecticut	No ads within 500ft of schools
Alaska	No ads within 1,000ft of schools, playgrounds, rec centers

Audience age limits

States also restrict based on viewer age:

California: 71.6% of audience must be 21+
Colorado: Max 30% of audience under 21
New York: 90% of audience must be 21+

Billboards and outdoor ads

Extra rules for outdoor ads:

California: No cannabis billboards on border highways
Connecticut: No billboards within 1,500ft of schools, daycares

Public spaces

Many states ban ads on public transit.

Online and direct marketing

Age checks required for online ads and emails.

"The rate of legalization is outpacing many states’ preparedness regarding advertising legality."

Key takeaway: Cannabis businesses must know local laws and use solid audience data to keep ads away from minors. Rules vary and change, so staying updated is crucial.

4. Who Can See Ads

Cannabis ads face strict audience rules to protect kids. Most states set age limits:

State	Age Rule
California	71.6% must be 21+
Colorado	Max 30% under 21
Connecticut	90% must be 21+
New Jersey	71.6% must be 21+
Massachusetts	85% must be 21+

To follow these rules, cannabis companies must:

Check audience data: Use reliable info to prove they’re reaching adults
Use age gates: Add age checks for online ads and emails
Avoid kid-friendly content: No cartoons or images that appeal to children
Be careful with events: Ensure no more than 10% of attendees are under 21

"The more exposure young people have to marijuana advertising, the more likely they are to use the drug and to have positive views about it." – Elizabeth J. D’Amico, RAND Corporation

This quote shows why these rules matter. They help keep kids from seeing too many cannabis ads.

For cannabis businesses, following these rules is key. It helps them avoid fines and keeps their ads running. Plus, it’s the right thing to do to protect young people.

5. Warning Labels

Cannabis ads must have clear warning labels. These labels vary by state but share common elements:

Universal Symbols: All states require a THC symbol. Examples:

Washington: Red hand with "NOT FOR KIDS" and Poison Control number
California: Triangle with cannabis leaf and "CA" inside

Government Warnings: Bold, capitalized statements required. California’s warning:

"GOVERNMENT WARNING: THIS PACKAGE CONTAINS CANNABIS, A SCHEDULE I CONTROLLED SUBSTANCE. KEEP OUT OF REACH OF CHILDREN AND ANIMALS. CANNABIS MAY ONLY BE POSSESSED OR CONSUMED BY PERSONS 21 YEARS OF AGE OR OLDER UNLESS THE PERSON IS A QUALIFIED PATIENT. CANNABIS USE WHILE PREGNANT OR BREASTFEEDING MAY BE HARMFUL. CONSUMPTION OF CANNABIS IMPAIRS YOUR ABILITY TO DRIVE AND OPERATE MACHINERY. PLEASE USE EXTREME CAUTION."

Health Risks: Ads must highlight specific concerns:

Risk	Warning Example
Smoke	"Cannabis smoke is harmful."
Pregnancy	"Don’t use if pregnant or breastfeeding."
Impairment	"Don’t drive after using cannabis."
Mental Health	"Frequent use can harm mental health."
Youth	"Young adults face greater risks from cannabis."

Prop 65 (California): Ads must include:

"WARNING: This product can expose you to marijuana smoke, which is known to the state of California to cause cancer, birth defects, and other reproductive harm."

Design Rules:

Symbols must be at least ½ inch by ½ inch
No cartoons or kid-friendly images
No unproven health claims

Conclusion

Cannabis ads face tough rules to protect kids. Let’s recap:

Age Checks: Strict verification for all platforms
Content Limits: No kid-friendly imagery
Ad Placement: Strict location rules
Audience Targeting: Must target 21+ viewers
Warning Labels: Clear health warnings required

Breaking these rules can cost up to $20,000 per incident.

Rules change fast. New York might allow more billboards, but with strict content rules.

Here’s how some states handle cannabis ads:

State	Key Rule
California	71.6% of audience must be 21+
Washington	"NOT FOR KIDS" symbol required
New York	More billboards proposed

Cannabis businesses must stay updated. It’s about being a good industry citizen.

"By design, advertising is aimed at persuading us to want something. In the case of marijuana, that something is definitely not good for teenagers." – Elizabeth J. D’Amico, RAND Corporation

This quote shows why these rules matter. More ad exposure leads to more positive teen attitudes about cannabis. From 2010 to 2017, teen exposure to medical marijuana ads jumped from 25% to 70%.

Bottom line: Cannabis companies must market smart and responsibly to protect kids and build trust.

FAQs

Can you advertise cannabis in the US?

Yes, but with strict rules:

Audience Age: 71.6%+ must be 21+ for TV, radio, print, and internet ads
No Underage Targeting: Can’t market to under-21s
Content Limits: No showing cannabis use or encouraging overconsumption
State Rules Vary: For example:

State	Key Rule
Colorado	Max 30% under 21 for TV, radio, print
California	71.6% must be 21+
Illinois	71.6% must be 21+

Federal Limits: No national ads due to federal ban
Age Gates: Online ads need age checks

Breaking these rules can mean big fines and legal trouble.

"This product contains cannabis. For use only by adults 21 years of age or older. Keep out of the reach of children."

This warning must be on all cannabis ads to help protect minors.