California Regulators Say Cannabis Billboards Must Be Taken Down

The California Bureau of Cannabis Control (BCC) has ordered the removal of cannabis billboards on interstate highways and within 15 miles of the state border. The policy change is in response to a November ruling by the San Luis Obispo County Superior Court, which found the Bureau’s billboard advertising regulations were invalid. Consequently, no new billboards are allowed on Highways like the 101 and existing billboards on all interstate highways must come down. However, cannabis advertising billboards may remain on highways or roads that do not cross state borders, the BCC said in its notice.

“To comply with the law and regulations, licensees may not place new advertising or marketing on any interstate highway or state highway that crosses the California border. Licensees should also begin the process of removing current advertising and marketing that meets this criteria.” — Excerpt from the BCC notice

According to the San Luis Obispo Tribune, the lawsuit, Farmer v. Bureau of Cannabis Control, was filed by attorneys on behalf of a father who claimed the billboards were “exposing” his children to cannabis products, which they said violated the intent of Proposition 64.

Under Prop. 64 rules, “any advertising or marketing involving direct, individualized communication or dialogue controlled by the licensee shall utilize a method of age affirmation to verify that the recipient is 21 years of age or older.” According to the Cannabis Marketing Association, at least 71.6 percent of a cannabis advertisement’s expected audience must be at least 21.