FULL SPECTRUM: GUIDELINES FOR RESPONSIBLE

CANNABIS ADVERTISING

FULL SPECTRUM: Guidelines for Responsible Cannabis Advertising 

First Industry-Wide Guidelines and Standards for Responsible Cannabis Advertisements. now in The 3rd Edition!

FULL SPECTRUM is an annual overview of the state of cannabis advertising, offering inspiration and recommendations for best practices, high standards, and case studies of the brightest creative that brands and media partners are amplifying to address (mis)perceptions about the cannabis plant, products, and consumers. 

The annually evolving resource is provided to help cannabis companies, agencies, and publishers make smart, strategic advertising decisions in an increasingly competitive and complex media environment. FULL SPECTRUM features the Cannabis Media Council’s recommended seven core pillars for responsible advertising and the Council’s groundbreaking, award-winning I’m High Right Now PSA campaign, along with more stellar examples of advertisers, who are leading by example, across the regulated industry. 

The FULL SPECTRUM (Cannabis Media Council, Edition III, 2025) report also covers: 

  • How can the cannabis sector advertise responsibly? 

  • ORIGINAL SURVEY DATA: What are the perceptions of advertising in cannabis?

  • Why cannabis operators cannot afford to underinvest in advertising? 

  • What are best practices and examples for advertising with compliance and creativity? 

  • Which mainstream and traditional media outlets are open to partnering with the cannabis sector? 

  • What should cannabis brands and operators ask prospective media partners before advertising on their properties or networks? 

  • How should brands engage with influencers for #paid sponsorship or promotion? 

  • What’s the business case for media outlets to extend advertising inventory to the cannabis sector? 

  • How ought cannabis advertisers meet the moment and also plan ahead?

While we all continue to advocate for cannabis to become legal, the key takeaway is that regulated businesses can advertise.

 The question becomes, with whom will we grow?

How the Full Spectrum Guidelines serve:

“As more cannabis companies grow and look to connect with new customers, having a solid ad strategy is more important than ever. We’re excited to team up with the Cannabis Media Council to make sure our business community has access to the tools and insights they need to market their brands responsibly and effectively.”

- Yoko Miyashita, CEO of Leafly; Cannabis Media Council Board Member

“Downloaded the report earlier this year. Thank you for this important work!” 

- Ad Standards Manager, State Newspaper 

“I work with several of my company's cannabis brands, and am hoping to learn more about responsible cannabis advertising so I can better consult my clients!”

- Marketing Consultant 

“I used your last edition and was so grateful for all of the information.”

- Retailer 

“FULL SPECTRUM provides essential guidance for marketers navigating such intricate regulations. Excited to see how this fosters growth and innovation in our sector! Let’s keep pushing for ethical practices together!”

- Investor

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Please Be Advised: The Cannabis Media Council understands that what is acceptable or unacceptable today may not be acceptable in the future, and the Council intends the guidelines portion of this document to be an evolving and living document. As the cannabis industry changes, we believe in the freedom and flexibility to update this document along with it. This document is not a hard and fast set of rules. We encourage you to utilize this document as a guide for your cannabis advertising practices. We aim to issue annual updates to this report. 

These guidelines do not constitute legal advice; instead all information, content, and materials are for general informational purposes only. Information may not constitute the most up-to-date legal or other information. The Cannabis Media Council makes no representation or warranty, express or implied. Be aware that wherever laws and regulations are more restrictive than these guidelines, those laws and regulations prevail. The same applies if a media outlet's terms or standards are more restrictive. Your use of this document is solely at your own risk. Your use of these guidelines does not shield you from legal liability and does not constitute a defense. You should always consult counsel before you enter into your own advertising program.