6.26.25
Press Release
Cannabis Media Council Releases 2025 Edition of Full Spectrum: Guidelines for Responsible Cannabis Advertising
New Guidelines Help Cannabis Marketers Navigate Expanding Advertising Opportunities Amidst Growing Competition & Scarce Budgets, Leafly Announced as 2025 Educational Partner
New York, NY – June 26, 2025 – The Cannabis Media Council, a trade association dedicated to advancing responsible cannabis advertising, today released the 2025 edition of the Full Spectrum: Guidelines for Responsible Cannabis Advertising, an annually evolving resource designed to help cannabis companies, agencies, and publishers make smart, strategic advertising decisions in an increasingly competitive and complex media environment.
Now in its third year, the Full Spectrum Guidelines are the industry’s leading B2B reference for cannabis advertising best practices. The 2025 edition includes new market data, original survey research, fresh case studies, and partnerships that reflect the rapid evolution of the cannabis media landscape.
With more channels now accepting cannabis ads, growing competition for market share, cannabinoid products currently available direct-to-consumer under the Farm Bill, and a maturing consumer base with 79% of Americans living in a county with a legal dispensary, the council’s updated guidance offers a timely roadmap to help marketers better allocate constrained advertising budgets and advocate for greater investment.
“Cannabis marketers are continually being asked to do more with less even as competition grows, and there is still the perception that advertising is not possible in cannabis,” said Amy Deneson, Co-Founder of the Cannabis Media Council. “The reality is advertising is not only possible, it’s increasingly essential. This year’s guidelines are designed to help companies spend their budgets wisely, be inspired by good practices and potential partners, avoid common pitfalls, and understand the expanding set of tools in their marketing toolbox.”
Leafly, as a Cannabis Media Council Educational Partner, will spotlight the Council’s resources and voices from across the industry, while also integrating the Full Spectrum Guidelines into its tools for cannabis brands and retailers. The goal for this partnership is to help cannabis retailers and brands raise the bar when it comes to smart, responsible advertising.
“As more cannabis companies grow and look to connect with new customers, having a solid ad strategy is more important than ever,” said Yoko Miyashita, CEO of Leafly and a Board Member at the Cannabis Media Council. “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.”
Key Highlights in the 2025 Guidelines Include:
New Cannabis Advertising Sentiment Survey: Perceptions of Advertising Issues by Cannabis Retailers provides original survey data offering insight into how marketers perceive cannabis advertising.
2025 Market Forecast: Aggregated data from industry sources to help advertisers anticipate trends and budget accordingly with an expanded lookahead for the year.
Expanded Case Studies: New examples from industry leading advertisers–Embarc, Curio Wellness, House of Puff, and more–and their media providers, along with the Cannabis Media Council’s own “I’m High Right Now” campaign showcase effective executions across new channels, including Meta.
Legal and Influencer Engagement Templates: Updated templates for working with publishers and creators, ensuring compliant, effective campaigns.
New and Expanded Partnerships:
Educational Partners: Leafly, Leafwell, NORML
Media: MNI (Media Now Interactive), Transparent eCom
Resource Amplification: Association of National Advertisers (ANA)
The partnerships highlighted in the updated guidelines reflect a broader shift in the advertising ecosystem. Traditional and digital publishers are increasingly open to cannabis inventory. The 2025 guidelines include case studies of cannabinoid brands advertising on social media platforms, leading local magazines, and beloved radio stations, featuring House of Puff on Meta, Curio Wellness in Baltimore Magazine, and Embarc on KRQR 106.7 Z Rock. The Cannabis Media Council’s own case study of their CLIO award winning campaign, “I’m High Right Now” highlights new partnerships with MNI (Media Now Interactive) for Food & Wine and Transparent eCom for Meta. Also featured, The Association of National Advertisers (ANA) whose membership spans the Fortune 500, references the Full Spectrum Guidelines in their own recommendations for ethical advertising, signally that longstanding legacy institutions are taking cannabis seriously as a category.
“We continue to hear from operators who think advertising isn’t an option. But that’s simply no longer true,” added Deneson. “The goal of these guidelines is to show what’s possible, and to empower marketers to build the business case for advertising in cannabis—because if you’re not reaching consumers, someone else is.”
The 2025 edition of Full Spectrum: Guidelines for Responsible Cannabis Advertising is available now for free download at CannabisMediaCouncil.com.
About The Cannabis Media Council
The Cannabis Media Council trade association on the mission to deprogram the war on plants and people. By leveraging the power of mainstream media to uplift wholehearted, people-centered advertising campaigns, the council strives to show positive experiences with cannabis in order to normalize consumption across generations and foster curious and confident consumers in order to grow the addressable market. The Cannabis Media Council founding leadership team includes industry pioneers from across the U.S. and represents the collective voice of over 400 industry members. To learn more, make a tax-deductible donation, or explore joining, visit cannabismediacouncil.com.
Media Contact:
Erin Roche
347.702.2137