The Cannabis Regulation Act and state cannabis regulations limit the advertising of cannabis in news outlets and publications where at least 70% of the audience is reasonably expected to be 21 years old.
Many print and online publishers solicit cannabis advertising without knowing this rule or how to prove to CCD that their publication meets it.
If they get it wrong, the cannabis licensee gets the violation, not the publication. In other words, check before you buy.
So how do you prove to CCD that you aren’t targeting minors?
Pro tip: before you say YES ask for an independent third-party circulation audit. Professional publications pay for independent audits every few years to prove to advertisers that their ad dollars are reaching the audience they promise.
For publications soliciting cannabis advertising, the audit should show that 70% or greater of the readership is over the age of 21.
For our print publications, we ensure our publications meet this standard by:
- The use of third-party circulation audits conducted by the Circulation Verification Council for The Paper. and Rolling Paper.
- Establishing and enforcing a subscription list for digital premium products
- Google analytics tracking software to determine our audience for online publications, including digital versions of print-forward publications
- Limiting distribution of cannabis-specific publications to dispensaries, alcohol or adult-use only locations where customers are expected to be adults because of the products sold on site
- Monitoring subscription data for paid publications by comparing it to demographic or householding data, including data matching where data matching is available
Sometimes safety disclaimers are required. Other times, not. How do you know?
We publish New Mexico’s most-widely read cannabis publications in print and online and we get asked this a lot. The short answer: it depends.
If you are advertising a specific product, whether or not you are the final retailer, you probably need at least one of the different safety warnings on the advertising itself.
If you are just advertising your brand, such as “Mary Jane Manufacturing is proud to sponsor the Pride parade,” you probably don’t.
But circumstances matter. And if disclaimers are required they must include specific language from the statute and regulations (and in print they must be readable even when ink smudges or don’t print just right).
When placing your cannabis advertising, be sure you talk with a cannabis-experienced ad consultant and publisher to determine what rules apply. If you get it wrong, you may incur a licensing violation from CCD.
What if I have more questions?
No problem! We do this a lot. Reach out to ask how we can help determine if cannabis advertising in print or digital is right for you.
Contact us
Ctrl P Publishing
Albuquerque, New Mexico
505.300.4087
Or email us
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