Cannabis Advertising in New Jersey: What You Can (and Can’t) Do

If you’re in the cannabis business in New Jersey, you’ve probably already realized—advertising here ain’t exactly a free-for-all. While the Garden State has opened its doors to adult-use cannabis, it’s kept a pretty tight grip on how businesses are allowed to promote themselves. And that’s not a bad thing… as long as you know the rules and how to work within them.

Compared to legacy states like California and Colorado, New Jersey has added some unique twists when it comes to what you can say, where you can say it, and who you can say it to. The state wants to protect public health, reduce exposure to minors, and prevent exaggerated claims—and if your brand misses the memo, you could end up with fines, shutdowns, or worse, a PR mess.

That said, there’s still plenty of room to build a powerful, compliant brand that connects with your audience—without sacrificing creativity.

In this guide, we’ll break down exactly what’s allowed under New Jersey cannabis advertising law, what to avoid, and some smart ways to market your dispensary, delivery service, or cannabis brand in a way that stays above board and stands out.

Age-Gated Marketing: The 71.6% Rule

Every cannabis ad must reach an audience where at least 71.6% of viewers are 21 or older. This number is based on census modeling and mirrors the standards used in Colorado and Massachusetts.

So, what counts? Platforms with age-gating tools like Google or cannabis-friendly publishers make the cut. Email and SMS campaigns that go out to verified adult customers are fine too, as are podcasts, radio, or print outlets with an adult-majority audience. But TikTok, public billboards, or untargeted Facebook boosts? Not so much.

Want to play it safe? Keep a record of your campaign’s targeting strategy and audience data. It helps prove intent and protects you in case regulators ever come knocking.

Warnings Are Mandatory (And Not Just the Fine Print)

Every cannabis advertisement in New Jersey—whether print, digital, audio, or visual—must clearly display specific health and safety warnings. These include notices about the risks of cannabis use during pregnancy and breastfeeding, the dangers of operating vehicles or machinery while impaired, and the importance of keeping products away from children.

You don’t have to make your ad look like a government PSA, though. Warnings can be worked into your design using clean font choices, footer bars, or graphic badges that maintain brand consistency. And yes, this includes banners, emails, and even product listings online.

Bottom line: if it’s promotional, it needs to be compliant.

What You Can’t Do: Content Prohibitions

Here’s where things get strict. New Jersey prohibits cannabis ads from using imagery, language, or tactics that could appeal to minors. That means no cartoon characters, no neon color schemes, no slang-filled copy, and definitely no depictions of young people consuming cannabis.

The rules also ban any statements implying that cannabis is “safe” because it’s tested or regulated, and you can’t make claims about curing or treating health conditions unless backed by substantial scientific evidence. Hyperbole and puffery are off-limits—no promising your edibles will “change your life” unless you’ve got clinical proof.

Instead, focus on describing the experience. Highlight aroma, taste, vibe, or usage occasions in a grounded, relatable way. And always speak like a trusted adult, not a hype man.

Where You Can Advertise—and Where You Can’t

New Jersey is very clear about locations where cannabis ads are restricted. You can’t advertise within 200 feet of schools, childcare centers, parks, or other places where minors gather. Even if the area sees adult traffic, the risk of youth exposure makes it a no-go.

As for billboards, the only ones allowed are on property owned or leased by the license holder. So, unless it’s your dispensary’s building or land, don’t count on highway signage.

Event sponsorships are also restricted unless less than 20% of the audience is under 21. Think cannabis expos and 21+ music festivals—not family food truck nights.

If you’re unsure, get audience estimates from organizers before committing your marketing budget.

Say Goodbye to Swag

Branded merch? Not happening in Jersey. Dispensaries and cannabis brands are not allowed to give away or sell promotional items like hats, t-shirts, lighters, stickers, or anything that turns your logo into a fashion statement. It’s all about keeping cannabis branding away from youth culture.

But this doesn’t mean you’re out of options. Instead of swag, double down on loyalty programs, SMS campaigns, and in-store experiences that make your brand memorable without handing out freebies. Thoughtful, well-branded content and experiences go further anyway.

Signage and Storefront Restrictions

Forget the giant weed leaf mural. New Jersey law restricts storefront advertising to the basics. You can display your business name, compliant logo, store hours, and contact info. But no cannabis imagery, pricing, or promotional slogans are allowed. Anything visible from outside must be neutral and age-appropriate.

Inside your store? That’s where your brand can breathe. Educational displays, product showcases, and visual storytelling are all fair game—as long as it’s not visible from the street.

Need to maintain privacy and ambiance? Frosted windows, lighting design, and brand-focused interiors can do a lot of heavy lifting here.

Medical vs. Adult-Use: Know the Difference

Medical and adult-use cannabis advertising are not created equal. Medical ads can speak to qualifying patients and discuss symptom relief, but must still avoid unverified claims. Adult-use advertising, on the other hand, must avoid any medical positioning and focus solely on responsible adult enjoyment.

Both types of ads require all the same health warnings and must be carefully placed—especially when it comes to public-facing signage or sponsorships.

Prices can be advertised on websites and digital menus, but never on exterior signage. Medical cannabis brands have slightly more flexibility around healthcare venues, while adult-use brands are held to stricter proximity and age verification standards.

The Balancing Act: Compliance + Creativity

You don’t need flashy gimmicks to build a memorable cannabis brand. In fact, the most trusted operators in New Jersey use compliance as a creative constraint—not a killjoy.

Great cannabis marketing in NJ means building a strong website, dialing in local SEO, investing in smart email and SMS flows, and creating experiences that convert. It also means storytelling with purpose: educate, entertain, and build trust without cutting corners.

Final Word

If you’re advertising cannabis in New Jersey, you need to:

• Know the rules
• Respect the restrictions
• And still bring your A-game

At Highly Marketable, we help cannabis businesses find that sweet spot between compliant and compelling.

Ready to Market Smarter in NJ?

Let’s talk. We offer a free 20-minute consultation to see if we’re the right fit. Whether you’re launching a new dispensary, dialing in delivery marketing, or just trying not to get fined—we’ve got you.