California Tightens Cannabis Advertising and Labeling Rules

California Gov. Gavin Newsom (D) on Monday signed legislation aimed at restricting cannabis packaging, labeling, and other marketing materials that could be appealing to children.

The proposal, Assembly Bill 2249, follows recommendations from the state auditor after an official investigation found problematic packaging. The rules now prohibit specific subjects in cannabis advertising materials, including images of cartoons, candies, and sweets.

“When voters legalized adult-use cannabis, they also made clear that California must protect children and ensure cannabis products are sold in a tightly regulated marketplace. Today we are setting clearer, enforceable standards that protect kids, strengthen accountability, and give responsible businesses the certainty they need to follow the rules.” — Newsom, in a statement

The bill’s sponsor, Assemblymember Jacqui Irwin (D), said that child cannabis exposure is “often driven by cannabis product packaging that uses features which are explicitly attractive to children, leading children to consume the products unintentionally.”