what are best ways to advertise cannabis: 7 Powerful Positive Strategies 2025

Navigating the Green Marketing Landscape

Ever wondered what are best ways to advertise cannabis when it feels like the rules keep changing? I’ve been there too. Let’s break down the strategies that actually work in today’s complex market:

Advertising Channel	Effectiveness	Compliance Level
SEO & Content Marketing	High	Very Safe
Email & SMS Marketing	High	Safe (with opt-in)
Out-of-Home Advertising	High	Varies by location
Social Media (Organic)	Medium	Requires caution
Programmatic Display	Medium	Specialized platforms only
Influencer Partnerships	High	Must avoid direct promotion
Local Community Events	High	Safe with age verification
Loyalty Programs	Very High	Safe with privacy controls

The green rush is real, folks. The US cannabis market is projected to bloom into a $76.39 billion industry by 2030. But here’s the catch – advertising these products remains one of the biggest headaches for business owners. You’re essentially trying to steer a maze blindfolded, with federal prohibition on one side, state-by-state rules on another, and platform restrictions closing off what seem like obvious paths.

For dispensary owners and cannabis brands, this creates a unique situation where you need to be both creative and compliant. The silver lining? Despite these challenges, there are plenty of effective ways to build your brand, connect with customers, and boost those sales numbers – all while staying on the right side of the law.

Hi there! I’m Stephen Gold, and I’ve helped dozens of dispensaries develop advertising strategies that don’t just check the compliance boxes but actually drive real revenue growth. I’ve seen what works in the evolving what are best ways to advertise cannabis landscape.

Before we dive deeper, here are some important terms you might want to understand as we explore what are best ways to advertise cannabis:

• competitor intelligence – knowing what others in your market are doing right (and wrong)
• how to do competitor analysis in seo – learning from others’ search strategies
• best weed brands – understanding what makes the top players successful

The landscape might seem tricky, but with the right approach, your cannabis business can thrive while playing by the rules. In the upcoming sections, we’ll unpack each of these strategies in detail so you can start implementing them right away.

How Do Federal, State & Platform Rules Shape Your Marketing Plan?

Navigating the cannabis advertising landscape feels a bit like trying to play a board game where the rules change depending on which room you’re in. Before you start crafting clever campaigns, you need to understand the regulatory maze that defines what’s possible in cannabis marketing.

The challenge starts with cannabis’s split personality in the legal world: while many states have rolled out the green carpet for medical or recreational use, it remains classified as a Schedule I controlled substance federally. This Jekyll and Hyde situation creates a patchwork quilt of regulations that can vary dramatically just by crossing a state line.

“With shifting rules that differ dramatically from state to state, it’s challenging to understand cannabis marketing laws across the U.S.,” as one recent industry report perfectly summed up. And just to make things more interesting, platforms like Google, Facebook, and Instagram each have their own set of cannabis-related policies to steer.

At the federal level, you’re dealing with several watchdogs:

The FCC has put national radio and TV cannabis ads completely off-limits. The FDA will come knocking if you make unproven health claims. The FTC stands guard against false or misleading statements in your marketing. And that Schedule I classification looms over everything (though potential rescheduling discussions might eventually change the game).

State regulations add another layer of complexity. Some states require keeping ads a certain distance from schools and playgrounds (anywhere from 200 to 1,500 feet). Others dictate your audience composition (71.6% adults in many states, but Connecticut demands 90%). Many require specific warning statements and license numbers on all materials.

The penalties for missteps can be steep. Arizona, for example, isn’t playing around with its $20,000 fine per unauthorized advertising violation. Virginia prohibits cannabis ads during school hours, while Montana has decided billboards are completely off the table.

To help steer this complex terrain, we recommend starting with Cannabis Marketing Guidelines by State as your foundation, then bringing in compliance experts to ensure your specific campaigns meet all the rules that apply to you.

Which universal rules apply everywhere?

Despite the variations between states, some principles are pretty much universal in the cannabis marketing world:

Adult audience targeting is non-negotiable. Most states require that at least 71.6% of your advertising audience be 21+ years old, with some states like Connecticut setting the bar even higher at 90%.

Never appeal to minors in your marketing. This means no cartoon characters, no mascots, no celebrities popular with teens, and nothing that might make a kid think, “Hey, that looks fun!”

Health claims are a minefield unless you have solid clinical evidence and your state permits such statements. Stick to what you can prove, not what you wish were true about your products.

Truthful advertising isn’t just good ethics—it’s the law. All your statements must be factual and not misleading about effects, potency, or benefits.

License information needs to be visible. Include your business name and license number on all advertising materials so regulators (and customers) know you’re legitimate.

Warning statements about intoxication, health risks, and age restrictions are required in most places. Think of them as the cannabis equivalent of surgeon general warnings.

Age verification systems on websites, apps, and at events aren’t optional—they’re essential protection for both vulnerable populations and your business.

As cannabis marketing expert Anne Fleshman wisely notes: “Strictly comply with state and federal advertising regulations to avoid steep fines. Follow each social media platform’s terms of service when posting cannabis-related content.”

The most successful cannabis marketers don’t see compliance as a roadblock but as the foundation upon which creative, effective marketing strategies are built. When you understand the boundaries clearly, you can focus your creativity on what are best ways to advertise cannabis within those parameters rather than wasting energy fighting against them.

What Are the Best Ways to Advertise Cannabis Across Digital Channels?

The digital landscape offers a treasure trove of opportunities for cannabis businesses, even with the advertising restrictions that make this industry unique. While Google and Facebook might officially say “no” to cannabis ads, savvy marketers have found plenty of effective digital strategies that stay compliant while delivering impressive results.

So what are best ways to advertise cannabis in today’s digital world? Let’s explore the approaches that actually work:

Search Engine Optimization (SEO)

If you’re looking for a long-term strategy with staying power, SEO should be at the top of your list. Unlike paid ads that disappear when you stop funding them, organic search results face fewer restrictions and bring highly motivated visitors to your doorstep.

“Cannabis SEO benefits from an abundance of high-volume, low-competition keywords unique to the industry,” one of our marketing specialists at The Gold Standard often tells clients. It’s like having a secret advantage other industries don’t enjoy!

The most effective SEO tactics include:

1. Optimizing your Google My Business listing with accurate hours and contact info (local SEO is gold for dispensaries)
2. Researching those high-intent search terms like “dispensary near me”
3. Ensuring your website loads quickly and looks great on mobile
4. Creating comprehensive educational content hubs
5. Building relationships with reputable industry publications for backlinks

Want to see your dispensary climb those search rankings? Our Cannabis SEO Optimization services have helped numerous New York and New Jersey dispensaries capture that valuable local traffic.

Programmatic & Connected TV Advertising

While mainstream ad networks might give cannabis the cold shoulder, specialized programmatic platforms have stepped up to fill this gap. These networks provide compliant advertising opportunities across websites, connected TV, and digital audio channels.

Industry data tells an interesting story: 74% of cannabis ad budgets still go to traditional media, but of the digital portion, a whopping 96% is spent programmatically. Why? Because this approach allows for precise targeting while keeping you on the right side of regulations.

The biggest advantages include:

1. Placing your ads contextually on cannabis-friendly websites
2. Leveraging first-party data as privacy regulations evolve
3. Reaching cord-cutters through streaming platforms (CTV)
4. Placing audio ads on platforms like Spotify where permitted in legal markets

Curious about these opportunities? Learn more through our Programmatic Omni-Channel Advertising for Cannabis Brands services.

Email & SMS Marketing

When it comes to return on investment, email marketing is still the reigning champion for cannabis businesses. Industry data shows an impressive $44 returned for every $1 spent. Since you’re communicating with people who have already opted in, compliance concerns are minimal compared to other channels.

The secret sauce for email and SMS success lies in:

1. Segmenting your audience based on their purchase history and preferences
2. Setting up automated workflows for welcome series and abandoned cart reminders
3. Personalizing content based on previous interactions
4. Implementing SMS campaigns that boast 90% open rates

“70% of people prefer to receive marketing promotions via email,” according to a recent cannabis consumer study. That’s not just a preference—it’s a clear invitation to connect.

What are best ways to advertise cannabis on social media?

Social media feels like walking a tightrope for cannabis brands—challenging but potentially rewarding when done right. While paid ads might be off the table, organic social media can build an engaged community when approached thoughtfully.

Our Social Media Marketing for Cannabis Brands strategies focus on what actually works:

1. Understanding each platform’s specific guidelines is crucial—what works on Instagram might get you banned on Facebook
2. Educational content typically performs better than direct product promotion
3. Using available age restriction tools wherever possible keeps you compliant
4. Video content like Instagram Reels drives significantly higher engagement
5. Building community through conversations rather than one-way broadcasting creates genuine connections

Don’t forget about strategic hashtag research (rotating them regularly helps avoid shadowbanning), and encouraging user-generated content that you can reshare with permission.

As Instagram expert Anne Fleshman wisely advises: “Avoid mentioning prices or direct purchase links. Research and rotate relevant cannabis hashtags to avoid shadowbanning.”

We recently helped a New York dispensary increase their engagement by 42% and grow followers by 28% in just three months by focusing on educational content and behind-the-scenes glimpses that humanized their brand.

What are best ways to advertise cannabis with SEO & content marketing?

Content marketing and SEO are like peanut butter and jelly—they’re good separately but magical together. This combination builds authority, educates consumers, and drives organic traffic. In the cannabis world, where consumers are hungry for reliable information about products and consumption methods, quality content is your secret weapon.

Our Cannabis Content Marketing approach has proven successful through several key strategies:

1. Creating educational blog content that truly answers customer questions makes you a trusted resource
2. Developing video tutorials around product usage addresses the “how-to” questions new consumers often have
3. Featuring expert interviews with budtenders and growers establishes credibility
4. Creating local content about your neighborhood connects you with the community
5. Developing comprehensive FAQ sections captures search traffic from common questions
6. Positioning your brand through thought leadership pieces establishes you as an authority in the space

“Content is king,” as one cannabis marketing specialist puts it. “Publish consistent, keyword-rich content and build strong backlinks to improve SEO.”

The proof is in the results: one Long Island dispensary we worked with saw their organic traffic jump by 67% after implementing our targeted content strategy focused on local cannabis education. Their beginner’s guide to consumption methods now ranks #1 for several valuable keywords and consistently brings new customers through their doors.

Where Do Offline & Community-Based Tactics Still Shine?

In our digital-first world, it might surprise you to learn that old-school marketing still packs a powerful punch for cannabis businesses. Would you believe that 62% of the cannabis industry’s total ad spend goes to out-of-home advertising? That’s right – while everyone’s obsessed with the latest digital trick, smart cannabis marketers are dominating the physical world.

Let’s chat about why these traditional channels remain so effective in our increasingly digital world.

Out-of-Home Advertising

When you can’t advertise on Google, you get creative! Out-of-home advertising gives cannabis brands a compliant way to build massive awareness. Billboards remain the heavy hitters in states where they’re permitted (though always mind those school buffer zones). Digital Out-of-Home (DOOH) displays offer even more flexibility – imagine changing your message based on time of day or weather conditions.

I recently helped a New York dispensary launch a DOOH campaign that displayed different product categories throughout the day – concentrates in the morning, flower in the afternoon, and edibles in the evening. Their foot traffic patterns shifted almost immediately to match these promotions.

Advertising Format	Key Advantages	Compliance Considerations	Best For
Traditional Billboards	High visibility, brand awareness	Buffer zones, content restrictions	Brand building, dispensary location
Digital OOH (DOOH)	Dynamic content, dayparting	Same as traditional + brightness rules	Limited-time promotions, menu updates
In-Store Digital	Captive audience, point of purchase	Fewer restrictions (private property)	Product education, upselling
Experiential Marketing	Direct engagement, data collection	Age verification, no public consumption	Brand loyalty, product education

Events & Experiential Marketing

Nothing beats face-to-face connection with your customers. Educational workshops create meaningful touchpoints while positioning your brand as a trusted resource. One of our New York clients hosts monthly “Cannabis 101” sessions that consistently convert 68% of attendees into customers – that’s marketing gold!

Vendor days bring your product partners into the spotlight, creating mini-events that drive traffic and educate consumers. And community sponsorships build goodwill while reaching your target demographic in relaxed, receptive settings.

I’ve seen pop-up experiences work wonders for brand recognition. One dispensary created an “aroma bar” at a local arts festival (strictly hemp-derived terpenes, of course) that had people lining up to learn about different strain profiles. They collected hundreds of email addresses and saw a 40% redemption rate on the discount codes they handed out.

Local Partnerships & Community Outreach

Want to know the secret sauce of successful dispensaries? They’re deeply embedded in their communities. Cross-promotions with complementary local businesses create win-win scenarios – like the dispensary that partnered with a nearby pizza shop for a “Pies and Prerolls” promotion that boosted traffic for both businesses.

Community service initiatives demonstrate your values while creating positive associations. Beach clean-ups, food drives, or neighborhood beautification projects show you’re invested in more than just profits.

As one cannabis marketing expert told me, “Community involvement yields the most valuable word-of-mouth marketing.” And in this industry, genuine recommendations are worth their weight in gold.

How can loyalty programs turn first-time buyers into advocates?

If you’re not running a robust loyalty program, you’re leaving money on the table. With rising customer acquisition costs, keeping your existing customers happy is just smart business.

The most effective loyalty programs blend points-based rewards with tiered benefits that encourage higher spending. A New Jersey dispensary we work with implemented our loyalty recommendations and saw a 32% increase in repeat purchases and a 24% lift in average order value in just three months.

Birthday rewards create personal touchpoints that customers look forward to, while referral incentives turn your happy customers into active recruiters. The data shows that referred customers typically spend more and stay loyal longer.

I’m particularly excited about the results we’ve seen with early access programs. Giving loyal customers first crack at limited releases not only rewards them but creates buzz around your new products. It’s a powerful psychological motivator that costs you virtually nothing to implement.

How do brand ambassadors & micro-influencers bypass ad bans?

When traditional advertising channels are blocked, what are best ways to advertise cannabis? The answer might be sitting in your Instagram feed right now. Influencer marketing lets you reach cannabis consumers through trusted voices, with 61% of consumers placing more faith in influencer recommendations than branded content.

Our Cannabis Influencer Marketing approach focuses on authenticity above all else. Micro-influencers with smaller but highly engaged followings often deliver better results than celebrities with massive but disconnected audiences.

We’ve found the sweet spot is working with creators who naturally incorporate cannabis into their lifestyle content – wellness advocates, foodies, outdoor enthusiasts, or creative types. Their authentic content creation feels genuine because it is.

One Long Island dispensary partnered with local wellness influencers to create educational content about CBD products. The result? A 45% increase in CBD sales and a significant influx of first-time customers who specifically mentioned the influencer when visiting.

The key is focusing on educational emphasis rather than pushy sales pitches. When influencers help their audience understand cannabis better – whether it’s consumption methods, strain differences, or wellness applications – they build trust while staying within platform guidelines.

The most powerful marketing happens when people don’t realize they’re being marketed to. That’s the beauty of well-executed influencer partnerships and community-based initiatives – they create connections that digital advertising simply can’t match.

How Do You Measure Success & Stay Future-Proof?

In the fast-moving world of cannabis marketing, measuring what works isn’t just nice to have —it’s essential. With higher costs and more restrictions than traditional industries, every marketing dollar must earn its keep for dispensaries and cannabis brands.

Think about it: if you’re spending more to advertise within tight regulations, you absolutely need to know what’s delivering results. That’s why at The Gold Standard, we’re obsessed with tracking the right metrics for our New York and New Jersey cannabis clients.

The most revealing performance indicators we track include:

1. Website traffic tells you who’s visiting and how they found you. Are your SEO efforts paying off? Is that email campaign driving clicks?
2. Conversion rate shows how many visitors take meaningful actions—whether that’s joining your loyalty program, signing up for texts, or making a purchase.
3. Customer acquisition cost (CAC) reveals how much you’re spending to bring in each new customer. This number should decrease over time as your marketing becomes more efficient.
4. Customer lifetime value (CLV) helps you understand the long-term worth of each customer relationship. A higher CLV justifies a higher initial acquisition cost.
5. Email metrics like open rates and click-throughs show if your messaging is resonating with subscribers. Our cannabis clients typically see open rates around 25-30% when content is properly targeted.
6. Social engagement metrics help gauge community-building efforts, even when direct sales messaging isn’t possible.
7. Return on ad spend (ROAS) cuts to the chase: for every dollar spent on marketing, how many dollars come back in revenue?
8. Retention rate might be the most important metric of all—keeping existing customers is far cheaper than finding new ones.
9. Net promoter score (NPS) measures how likely customers are to recommend you, a critical factor in restricted advertising environments where word-of-mouth is gold.

At The Gold Standard, we build custom dashboards that pull data from multiple sources to give our clients a comprehensive view of what’s working. Having all your metrics in one place makes it much easier to spot trends and decide what are best ways to advertise cannabis for your specific business.

What Attribution Models Help You See the Full Picture?

The customer journey for cannabis consumers rarely follows a straight line. Someone might notice your dispensary through a billboard, research you online, join your text list, and finally visit after receiving a special offer.

So which marketing channel gets credit for that sale? That’s where attribution models come in:

1. First-touch attribution gives all credit to the channel that initially brought a customer to you—like that billboard they first noticed.
2. Last-touch attribution focuses only on the final interaction before purchase—perhaps that text message with a special offer.
3. Linear attribution spreads credit evenly across all touchpoints, acknowledging that each played a role.
4. Time-decay attribution gives more weight to interactions closer to the purchase decision, recognizing their stronger influence.
5. Position-based attribution emphasizes both first-touch and last-touch moments, with some credit to interactions in between.

One New York dispensary we work with finded through proper attribution that while their billboard drove initial awareness, their email nurture sequence was closing 70% of sales—prompting them to adjust their budget accordingly.

How Can You Prepare for a Cookieless Future?

Privacy changes are reshaping digital marketing for everyone, but cannabis businesses have been dealing with tracking limitations for years. Consider this excellent preparation for what’s ahead!

Here’s how we’re helping clients adapt:

1. Building first-party data assets is now our top priority. Loyalty programs, email sign-ups, and account creation on dispensary websites create direct relationships that don’t rely on third-party tracking.
2. Contextual targeting places your ads based on content relevance rather than user behavior—think cannabis news sites or wellness articles instead of following users around the web.
3. Privacy-compliant partnerships with specialized cannabis ad platforms maintain both legal compliance and tracking capabilities.
4. Server-side tracking implementations provide robust analytics that don’t rely on browser cookies.
5. Incrementality testing measures overall lift from campaigns rather than trying to follow individual customer journeys. For example, running promotions in certain ZIP codes but not others to measure the difference.

Want to dig deeper? Check out our resource on More info about Cannabis Advertising Strategies.

What Are Best Ways to Advertise Cannabis While Staying Compliant?

Finding the sweet spot between marketing effectiveness and regulatory compliance is an ongoing balancing act. The best ways to advertise cannabis always include these safeguards:

1. Robust age-verification systems on all digital properties protect minors and your business.
2. Dynamic disclaimers automatically include required warnings based on location. What’s required in New York differs from New Jersey, and your marketing should adapt accordingly.
3. Smart geo-targeting ensures your ads appear only where your products are legal—especially critical for businesses near state borders.
4. Regular compliance audits review all marketing materials against current regulations. We recommend quarterly reviews at minimum.
5. Continuous regulatory monitoring keeps you ahead of changing laws and platform policies. The cannabis marketing landscape shifts constantly, and yesterday’s compliant ad might not meet today’s standards.
6. Compliant creative development often means creating multiple versions of assets for different state rules.
7. Documentation of audience composition and ad placements provides protection if regulators ever question your marketing.

“Compliance should be built into your marketing DNA, not treated as an afterthought,” explains our compliance specialist at The Gold Standard. “This proactive approach prevents costly mistakes while building consumer trust.”

One of our Astoria clients implements quarterly compliance audits across all channels. These reviews not only prevent potential violations but often uncover new opportunities within regulatory boundaries. Their most recent audit revealed they could include more specific product information in email marketing than they had previously thought—opening up a fresh avenue for driving sales.

By combining rigorous measurement with strict compliance practices, cannabis businesses can build marketing systems that drive growth today while adapting to tomorrow’s changing landscape.

Frequently Asked Questions About Advertising Cannabis

Do paid Google or Meta ads ever work for cannabis?

The short answer? It’s complicated. While Google and Meta officially have “just say no” policies toward cannabis ads, a few narrow pathways exist:

• Hemp-derived CBD products (≤0.3 % THC) can run Google Ads in select regions if you obtain proper certification and LegitScript approval. Think of it as getting your hall pass signed by the principal.
• Some brands try an indirect approach, promoting lifestyle content that hints at cannabis culture without explicitly mentioning plant-touching products.
• Ancillary cannabis businesses—software providers, accessories, consultants—generally have more wiggle room because they don’t “touch the plant.”

Trying to outsmart platform policies is risky. Account suspensions happen frequently, and permanent bans can leave your business digitally homeless. Most successful dispensaries in New York and New Jersey focus on channels where they’re truly welcome instead of sneaking past bouncers who don’t want them inside.

How big should my dispensary marketing budget be?

When clients ask, we respond: “How fast do you want to grow?” Most cannabis brands allocate 3-9 % of annual sales to marketing, but the right number depends on:

1. Business age – new dispensaries often need 8-12 % of projected revenue for brand awareness.
2. Competitive landscape – dense markets like parts of NYC require louder voices.
3. Growth ambitions – planning multiple locations demands a higher spend.

A balanced starting point for many retailers is 5-7 % of projected revenue, roughly distributed as:

• 25-30 % SEO & content marketing
• 15-20 % social media & influencers
• 10-15 % email/SMS
• 15-20 % out-of-home
• 10-15 % community events
• 10-15 % loyalty & retention

What metrics prove my campaigns are working?

Beyond standard KPIs, cannabis retailers should track:

• New customer acquisition rate to see if you’re expanding your base
• Cost per acquisition by channel to pinpoint the most efficient spend
• 30-/60-/90-day retention to gauge repeat business
• Average order value (AOV) to measure basket growth
• Return on marketing investment (ROMI) to link spend to revenue
• Local brand awareness surveys to check community perception

A Queens dispensary we support found—through data analysis—that outdoor advertising was bringing in new customers at half the cost of their digital efforts, prompting a budget realignment.

What creative approaches help cannabis brands stand out?

1. Lifestyle branding that connects cannabis with art, wellness, or outdoor culture
2. Authentic storytelling about your mission or social-equity focus
3. Educational series like monthly “Cannabis 101” workshops
4. Community initiatives—beach clean-ups, food drives, local scholarships
5. Branded entertainment such as podcasts or video mini-series

How is CBD advertising different from THC advertising?

• Platform access—CBD can advertise on some mainstream channels with documentation.
• Google Ads—topical CBD campaigns are possible in limited regions after LegitScript approval.
• Mainstream media—publications that refuse THC ads may accept CBD.
• Interstate commerce—legal for hemp-derived products, enabling broader strategies.

Many retailers run CBD-only campaigns as a gateway to broader brand visibility.

What are the most common cannabis advertising mistakes to avoid?

1. Skipping compliance research—every state is different.
2. Neglecting local SEO—“dispensary near me” queries are low-hanging fruit.
3. Relying solely on restrictive platforms—build on channels you own.
4. Inconsistent branding—keep visuals and voice cohesive.
5. Poor website UX—slow, confusing sites waste all other marketing efforts.

By sidestepping these pitfalls and applying the strategies above, your cannabis business can build compliant campaigns that drive sustainable growth. For personalized guidance in New York, New Jersey, or Long Island, reach out to The Gold Standard—our experts are ready to help you steer the landscape and maximize your marketing impact.