Cannabis · CA
Cannabis TV advertising in California
Yes. California licensees can run streaming TV ads where at least 71.6% of the audience is reasonably expected to be 21 or older, backed by reliable, up-to-date audience composition data for that medium. Every ad must show the licensee's license number, and California bans giveaways, health claims and anything attractive to children.
At a glance
- Program
Adult-use and medicinal
- 21+ audience
At least 71.6%, shown by reliable, current audience composition data for the medium before the ad runs
- Warning in the ad
None for most ads. Vape cartridge and integrated vaporizer ads need a disposal statement
- License number in the ad
Required, clearly and legibly
- Giveaways
Banned: free goods, buy-one-get-one, contests, sweepstakes, raffles
What this means for a streaming TV spot
- California's advertising rules cover television and other media, so a streaming spot needs audience data for the specific placement. DMA or census population figures don't qualify.
- Show the license number on screen, legibly.
- No giveaway calls to action: no free-with-purchase offers, contests or raffles.
- Cast no one under 21, and from 2028 no one who appears under 21.
- A QR code or landing page that signs viewers up triggers California's age-affirmation rule.
Required warnings
Vape cartridge and integrated vaporizer ads
On screen
A conspicuous, legible statement that the spent cartridge or empty integrated vaporizer must be properly disposed of as hazardous waste. The ad may not call the product disposable.
The statute requires the statement to be conspicuous and legible.
License disclosure
Every ad must clearly and legibly identify the licensee responsible for it, at minimum by license number.
What you can't run
False or misleading claims, statements that conflict with the label, and origin claims without a matching appellation.
Marketing that encourages people under 21 to use cannabis, or that is attractive to children.
Depicting anyone under 21; cartoons, characters or phrases associated with children; imitations of candy packaging; and the word 'candy' or variant spellings.
Free goods, buy-one-get-one offers, free product with a donation, contests, sweepstakes and raffles.
False or misleading health claims.
Ads for unlicensed activity or a suspended license.
Targeting rules
Audience composition data must cover the medium's age and location demographics.
Direct, individualized communications and list sign-ups require age affirmation first.
Anything a licensee's ad agency or contractor does, or fails to do, counts as the licensee's own act.
Medical
The same advertising rules, including the 71.6% standard, apply to medicinal and adult-use licensees.
Hemp-derived THC
Hemp ads may not target children and need an audience that is at least 70% adults 18 or older. AB 8 (2025) bans hemp flower, pre-rolls and inhalable hemp-THC products and keeps industrial hemp off licensed cannabis premises.
Recent and upcoming changes
From January 1, 2026, the Attorney General, city attorneys and county counsel can sue over advertising violations, with penalties up to $5,000 per violation for licensees (AB 1170).
From July 1, 2027, ads may not present multi-serving beverages as single-serve or encourage more than one serving at a time (AB 2532).
From January 1, 2028, a new definition of 'attractive to children' applies to ads, covering cartoons, people who appear under 21, characters tied to children's media, unicorns, wizards and dragons, images of candy or desserts, bubble or balloon fonts, and 'candy' or 'kandy' (AB 2249).
How we run it
01
Market
Adult-use and medicinal cannabis are both legal, regulated by the Department of Cannabis Control.
02
Inventory
We buy only apps and channels that accept cannabis ads.
03
Audience
Broadcast, cable, radio, print and digital ads may run only where at least 71.6% of the audience is reasonably expected to be 21 or older, using reliable, up-to-date audience composition data. The data must be the medium's own age and location demographics; census and Department of Finance population figures don't qualify. DCC can ask for it at any time, and an ad without compliant data must come down.
04
Creative & claims
Vape cartridge and integrated vaporizer ads
Sources
- Department of Cannabis Control (DCC)
- Bus. & Prof. Code § 26151
- 4 CCR § 15040
- Bus. & Prof. Code § 26152.1
- Bus. & Prof. Code § 26153
- 4 CCR § 15040.2
- Bus. & Prof. Code § 26152
- Bus. & Prof. Code § 26154
- 4 CCR § 15041
- Health & Safety Code § 111926
- AB 8 (2025), chaptered
- Bus. & Prof. Code § 26152.2
- AB 2532 (2026)
- AB 2249 (2026)
- Governor's office, Aug. 31, 2026
Questions
Can a California dispensary advertise on streaming TV?
Yes, where at least 71.6% of the audience is reasonably expected to be 21 or older, backed by audience composition data for that medium, and the ad shows the license number.
What audience data counts in California?
The medium's own age and location demographics. Census and Department of Finance population estimates don't qualify, and DCC can ask for the data at any time.
Can my ad promote a giveaway or contest?
No. California bans free goods, buy-one-get-one offers, contests, sweepstakes and raffles in cannabis advertising.
What changes are coming?
Beverage-serving rules from July 1, 2027, and a detailed definition of 'attractive to children' from January 1, 2028.
Same rates. Extra care
Published rates, and the cannabis review built into the timeline.
Last reviewed 2026-10-17.
*The information on this page is general information about published laws, regulations and guidance as of the date shown. It is not legal advice, and reading it does not create an attorney-client or any other professional relationship. Laws, regulations, regulator guidance and enforcement change often and differ by state and locality. We make no representation or warranty that this page is complete, current, accurate or applicable to your business. Each advertiser is solely responsible for its own license, products, claims and creative, and for complying with all federal, state and local laws and all publisher and platform policies that apply to its advertising. Confirm current requirements with your own attorney and your state regulator before you advertise. Our reviews, checks and planning are operational steps for running campaigns. They are not legal advice and are not an assurance of compliance, approval, delivery, audience composition or results. Rambunctious.tv may decline, pause, change or end any cannabis- or hemp-related campaign or creative at any time, at its discretion. Inventory availability varies, and publishers and platforms make their own acceptance decisions. Links to government and third-party websites are provided for convenience; we do not control them and are not responsible for their content. Nothing on this page is an offer to advertise or sell any product where doing so is prohibited. Use of our services is subject to our Terms of Service.