10.13.26
Press Release
Cannabis Media Council Releases Edition IV of Full Spectrum: Guidelines for Responsible Cannabis Advertising
The Industry's First Standards for Cannabis Ads Now Include a Proposed Universal Cannabis Advertising Code, Original Industry Survey Data, New Case Studies, and Guidance for Schedule III
New Edition Released as Congress Weighs Labeling Cannabis Ads "High-Risk," the Leading Cannabis Trade Association Also Announces Its Publisher Circle with LEAF, Hiii and Fat Nugs, and a New Buy Legal Campaign
New York, NY, October 13, 2026 - The Cannabis Media Council, a trade association leveraging the power of advertising to advocate for mainstream awareness of cannabis, has released Edition IV of Full Spectrum: Guidelines for Responsible Cannabis Advertising. Launched in 2023, Full Spectrum set an industry standard for paid cannabis advertising and is used by brands, agencies, and publishers across the country.
The 2026 Guidelines arrive at a turning point. Schedule III is opening new advertising channels for medical cannabis, while the bipartisan SAFE Platforms Act (H.R. 10433) would designate cannabis a "high-risk category" alongside cryptocurrency and gambling, requiring platforms to subject cannabis advertisers to enhanced identity verification and periodic re-verification. In response, Edition IV introduces the Cannabis Advertising Code, a set of core commitments to reach only adults of legal age, make only truthful and substantiated claims, and represent responsible consumption. The Council invites operators, publishers and policymakers to review the Code and share feedback for the proposed universal standard.
"We share Congress's goal of protecting seniors from online scams. But licensed cannabis operators aren't the scam; they're the safe, tested alternative," said Amy Deneson, Executive Director, Co-Founder of the Cannabis Media Council. "Our Seven Pillars for Responsible Advertising already ask advertisers to verify their licenses, target only adults, and substantiate every claim. Advertising is an important channel to reach of-age consumers to help inform them about medical and legal products, and access regulated operators near them. Our guidelines serve to inspire cannabis businesses to hold themselves to a high standard and advertise responsibly."
Edition IV also features the Council's inaugural industry survey, reported by Allison Disney, Cannabis Media Council Founding Board Member, which finds that belief outpaces budget: 77% of cannabis marketers say they need to advertise, yet most, 57%, invest under 2% of their annual budgets in marketing, or nothing, into paid media. The report adds new ad-spend data from Surfside, guidance on the looming federal hemp ban, new case studies including Housing Works Cannabis Co. on Meta with Transparent eCom and Pax with Pulse Signal, and a new Sister Merci resource to help brands prepare for medical advertising under Schedule III.
In addition to updated guidance, the Cannabis Media Council announces its Publisher Circle, a coalition of media partners committed to accepting responsible cannabis advertising, reporting factual coverage of the growing cannabis industry, and highlighting diverse cannabis culture and communities, with founding partners LEAF, Hiii and Fat Nugs. The Council also previews the next chapter of its award-winning "I'm High Right Now" campaign, which ran in 2025 on Meta, Schneps Media’s amNY, and USA Today – and the Thanksgiving “Cousin Walk” creative was covered in The Wall Street Journal among many outlets. The 2026 “Buy Legal” campaign will launch on Meta, Surfside and Leafly in support of cannabis retailers
Full Spectrum Edition IV is free to download here. The Cannabis Media Council is generously supported by donors and media partners. Individuals, media companies, and corporations who want to support the Council's mission and fund future campaigns can make tax-deductible donations or reach out to hi@cannabismediacouncil.com.
About The Cannabis Media Council
The Cannabis Media Council is the first-of-its-kind 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