OAAA Executive VP Mike Hershey gave a talk on cannabis and out of home at last week’s IBOUSA show. Cannabis out of home advertising was $56 million in 2023, one of the fastest growing OOH ad categories. 40 states now have some form of legalized use. Here are some cannabis advertising guidelines which Mike discussed:
OAAA is working with member companies and out of home state associations to promote responsible state advertising parameters.
Creative – Don’t show use. We discourage ad copy showing product or consumption.
Minors – Be sensitive as to where you are running ads. Avoid areas where most of the population is under legal age of consumption.
Directional – Consider simple, location based ads. A freeway exit and a place.
Limit Health Claims – Be careful of any product health claims that might trigger FDA or FTC scrutiny. The client bears compliance responsibility, but you don’t want a complaint over ad copy.
You can get a copy of Mike’s powerpoint by emailing mhershey@oaaa.org.
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