The cannabis industry continues to experience explosive growth, showing no signs of slowing down. In 2019 alone, the CBD market grew by an astounding 700%, and it’s projected to hit nearly $24 billion in sales by next year. While major retailers have contributed to this surge, the majority of the market is driven by small- and medium-sized businesses that need to advertise effectively without the massive budgets of companies like Walmart or CVS.

For these businesses, advertising isn’t just about creativity—it’s also about navigating the complex legal landscape surrounding cannabis promotions. Missteps, like a misplaced or mistimed ad, can result in fines that disrupt business growth.

Wild posting offers a powerful and compliant way for cannabis brands to promote their products while building awareness through
wild posting for branding.

Is Cannabis Advertising Legal?

Yes, it is legal in many places though not necessarily in every state that has legalized marijuana. For instance, in Colorado, which in 2012 became one of the first states to legalize recreational pot use, billboard advertising for cannabis wasn’t allowed until a few years later.

Laws vary by state, and they change all the time. You should doublecheck with your agency and/or research laws on your own to ensure you haven’t overlooked a local ordinance. What’s tricky about cannabis advertising is that federal, state and local laws can seemingly conflict, so it’s important to consult experts.

Why Choose Wild Posting for Cannabis Advertising?

When it comes to cannabis advertising, many out-of-home (OOH) formats come with strict legal restrictions. However, wild posting offers far more flexibility compared to options like billboards or bus benches. As a form of guerilla marketing, wild posting allows cannabis brands to operate within a more relaxed regulatory framework while still reaching a wide audience.

Cannabis Wild Posting
Cannabis Wild Posting

Wild posting excels as a platform for branding, helping your audience recognize your logo, designs, and company name. Branding is especially crucial for cannabis sellers, as traditional advertising channels like television, print, and many digital platforms remain off-limits. With limited outlets available, cannabis businesses need strategies that maximize visibility and value—wild posting delivers on both fronts.

Another key advantage of wild posting is its low-risk nature. Unlike billboards, which involve large-scale vendors and prominent placements, wild posting operates on a smaller, more grassroots level. This “underground” approach often flies under the radar of heavy regulation, making it an ideal option for more cautious advertisers. While posters can be covered or removed, they also avoid the high-profile scrutiny that larger OOH formats may attract, offering cannabis brands a unique opportunity to promote their products discreetly and effectively.

The Do’s and Don’ts of Cannabis Wild Posting

As with any advertising format, you can utilize ways to make your ad stand out and stay legal. Here are a few do’s and don’ts to keep in mind.

Do Use Smart, Compelling Imagery

You will draw attention right away with an image on your Wild Posting flyers. They capture people’s eyes and make them draw closer to see what’s on the flyer. Think creatively and be different. Consider images that play off the name of your company or MJ-related concepts, like 4:20. However …

Don’t Use an Actual Cannabis Leaf

It’s illegal to use cannabis leaves on most advertising formats. Federal law prohibits the depiction of cannabis-related imagery, so no joints, either. You get into murkier territory with things like edibles such as gummies and brownies. While they may include cannabis, they technically depict something a little different. Using your imagination can lead to all sorts of clever ways to show you sell weed.

You can’t use images that look like cartoons or would otherwise attract the interest of kids. Think of it as the Joe Camel rule — grown-up imagery only.

Do Post Ads in the Right Area

You can’t post cannabis advertising near schools or anywhere else that people under age 21 might hang out — think libraries, gyms or entertainment centers. You don’t want to break the law, but you also want to connect with the right audience who can buy your product — people over the age of 21. Consider the demographics of the place where you want to post. Look at the median age as well as other indicators of potential customers.

For instance, about two-thirds of cannabis buyers are men, and about a quarter of people 18-25 use cannabis. Target your ads to areas with a large population of 21-25 males.

Don’t Be Too Coy in Your Flyers

Yes, we just warned you not to put literal cannabis leaves on your flyers, but don’t be too playful about what’s for sale, either. Come right out and say it. Otherwise, people will scratch their heads and wonder what you’re selling — or not even bother looking at the full ad.

Keep It Short: Use Minimal Text

Simplicity is key to grabbing attention in the fast-paced world of outdoor advertising. Explore outdoor advertising branding tips for more insights.

Don’t Advertise a Contest or Giveaway

Both are great ways to attract people to your door, but you may run into legal trouble with them. In California and many other states, it’s illegal for a cannabis company to promote a contest or giveaway, which can again attract the attention of young people.

Vet Your Language Carefully

Before launching a cannabis advertising campaign, ensure your language complies with state-specific regulations. In many states, making claims about the health benefits of cannabis is prohibited. Some states require disclaimers about potential side effects, while others forbid referring to cannabis as “medicine.” Understanding and adhering to these guidelines can help you avoid costly legal violations and ensure your campaign runs smoothly.

Don’t Hesitate: Get Expert Help

If you’re unsure about any aspect of cannabis wild posting, don’t go it alone. Our team has the expertise to guide you through the process, ensuring your campaign is both impactful and compliant. Contact us today to get personalized advice and start planning your next successful campaign.