- Written By: Diana Elizbaryan
Under the Medicinal and Adult-Use Cannabis Regulation and Safety Act (MAUCRSA), cannabis advertising, marketing, products, packaging and labeling that are attractive to children or persons under 21 are strictly prohibited in California
According to the Department of Cannabis Control (DCC), any cannabis product, packaging or marketing that the DCC deems “attractive to children” may be subject to compliance action—including citation, fines, license suspension or revocation.
Advertising & Marketing Restrictions:
- Cannabis advertising/marketing must not be directed to or primarily seen by persons under 21. For instance, materials must only appear where at least 71.6% of the audience is reasonably expected to be 21 or older.
- Licensees are responsible for ensuring all advertising/marketing, packaging and labeling meet regulatory and statutory standards, because the DCC does not pre-approve designs before products go on the market.
Several characteristics that can increase the likelihood that cannabis products, packaging, or marketing may be considered attractive or enticing to children. These include:
- Candy-like shapes
- Bright colors, holographic finishes, or flashy designs
- Packaging imitating non-cannabis snacks
- Mascots, anthropomorphized animals, or fictional characters
- Flavor names emphasizing sweetness or novelty (e.g., Candy Blast)
- Imagery suggesting luxury lifestyles, parties, or group enjoyment
- Links to youth-focused social media via QR codes or branding
Careful, thoughtful design and marketing, which is focused solely on adult consumers, is essential. By aligning with The Medical and Adult Use Cannabis Regulation and Safety Act MAUCRSA, CCR Title 4 (Sections 15000–17905) and DCC guidance, companies can safeguard compliance and protect public safety.
For additional guidance, you may contact our team for assistance. We can help ensure your products remain fully compliant with California law.
Source: CCR Title 4 (Sections 15000–17905)
