Michigan Cannabis Advertising Laws
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Talk to usYou can legally advertise on these cannabis marketing channels
Each channel has its own rules in this state. Pick one to jump straight to what is allowed.
TL;DR
Michigan caps the under-age share of the audience at 30 percent, and the age in that calculation is 17 for products advertised under the medical act and 21 for products advertised under the adult-use act. It requires the full packaging warning block, including the pregnancy warning surrounded by a continuous heavy line, to appear in every advertisement. It requires the advertisement to identify the product as medical marihuana or marihuana and to state who may use it.
Working with a partner that already knows these rules shortens the launch cycle. See how we run campaigns as a cannabis marketing agency in Michigan.
Michigan Cannabis Advertising Summary
Is Cannabis Advertising Legal in Michigan?
Legal for licensees. R 420.507 contains no pre-approval requirement and no state placement restrictions. The constraints are the 30 percent audience cap at (4), the warning block imported from R 420.504(1)(j), the health claims provision at (3), the programme identification requirements at (6) and (8), and municipal ordinances incorporated by (1).
Legal Framework and Compliance Basics
Michigan runs two programmes side by side. The Michigan Medical Marihuana Facilities Licensing Act governs medical, and the Michigan Regulation and Taxation of Marihuana Act, approved by voters in 2018, governs adult use. Both are administered by the Cannabis Regulatory Agency. The state spells "marihuana" throughout its statutes and rules.
Advertising sits in a single rule, Mich. Admin. Code R 420.507, Marketing and advertising restrictions, effective March 7, 2022.
Medical and adult-use cannabis share one advertising rule, with provisions inside it that apply differently to each. Subrules (6) and (7) address medical products; subrules (8) and (9) address adult-use products; the audience cap at (4) cross-refers to both ages.
Subrule (1) requires that a marihuana product be advertised or marketed only in compliance with all applicable municipal ordinances, state law, and the rules that regulate signs and advertising.
This page is part of our state-by-state cannabis advertising laws library, covering all 50 states and the District of Columbia.
Advertising Rules by Channel in Michigan
Requirements That Apply to Every Channel
Business name and licence number
Not required in advertising by R 420.507. Licence numbers appear in the packaging and tagging requirements, which are separate.
The required warning statements
Under R 420.507(4), any marihuana product advertised or marketed must include the warnings listed in R 420.504(1)(j), which is the packaging and labelling warning block:
- "It is illegal to drive a motor vehicle while under the influence of marihuana."
- "National Poison Control Center 1-800-222-1222."
- For products sold by a marihuana facility that exceed the maximum THC levels allowed under the adult-use act: "For use by registered qualifying patients only. Keep out of reach of children."
- For all other products: "For use by individuals 21 years of age or older or registered qualifying patients only. Keep out of reach of children."
- In clearly legible type and surrounded by a continuous heavy line: "WARNING: USE BY PREGNANT OR BREASTFEEDING WOMEN, OR BY WOMEN PLANNING TO BECOME PREGNANT, MAY RESULT IN FETAL INJURY, PRETERM BIRTH, LOW BIRTH WEIGHT, OR DEVELOPMENTAL PROBLEMS FOR THE CHILD."
Items 3 and 4 are alternatives, and which applies depends on whether the product exceeds the adult-use THC maximum.
How the warnings have to appear
R 420.507 sets no percentage of the advertising area and no font size for advertising. The pregnancy warning must be in clearly legible type surrounded by a continuous heavy line. R 420.507 prescribes no audio speed or on-screen duration standard.
When the warnings are not required
Subrule (4) applies the warning block to any marihuana product advertised or marketed. R 420.507 states no exemption.
Hotline number
Required. The National Poison Control Center number 1-800-222-1222 appears within the mandatory warning block at R 420.504(1)(j), so it is carried on every advertisement.
Prohibited content
Under R 420.507(2), a licensee may not advertise in a way that is deceptive, false, or misleading, or make any deceptive, false, or misleading assertions or statements on any marihuana product, sign, or document provided. The second limb reaches in-store material and documents handed to customers.
Under R 420.507(3), marketing, advertising, packaging, and labelling must not contain any claim related to health or health benefits unless a qualified health claim has received and complies with a Letter of Enforcement Discretion issued by the FDA, or the health claim has been approved under the significant scientific agreement standard by the FDA. Both routes are federal clearances, and no cannabis health claim currently holds either.
Programme identification in the advertisement
Under (6), a product marketed under the medical act must be marketed or advertised as "medical marihuana" for use only by registered qualifying patients or registered primary caregivers. Under (8), a product marketed under the adult-use act must be marketed or advertised as "marihuana" for use only by individuals 21 years of age or older.
These are positive content requirements. The two permitted-user statements are mutually exclusive.
Marketing to under-age individuals and sponsorships
Under (7), a medical product must not be marketed or advertised to minors aged 17 years or younger, and sponsorships targeting individuals aged 17 or younger are prohibited. Under (9), an adult-use product must not be marketed or advertised to individuals under 21, and sponsorships targeting individuals under 21 are prohibited.
Brand licensors
Under R 420.507(5), a person receiving reasonable payment under a licensing agreement or contract approved by the agency concerning the licensing of intellectual property, including brands and recipes, is responsible for any marketing or advertising undertaken by either party to the agreement.
Discounts, coupons, and price promotion
R 420.507 contains no price advertising or discount prohibition. Promotions are subject to the content rules at (2) and (3), the warning block at (4), and municipal ordinances under (1). Sponsorships targeting under-age individuals are prohibited under (7) and (9).
Pre-approval
Not required. The agency may require a marihuana business to provide informational material or notifications to a customer at the point of sale, and may issue safety warnings.
Michigan Display Advertising Laws
Internet websites are named in the audience provision at (4), so the 30 percent cap applies.
What is allowed
Paid display, including programmatic, where the person advertising has reliable evidence that no more than 30 percent of the audience for the internet website is reasonably expected to be under the applicable age.
What is not allowed
- Placement above the 30 percent cap — (4)
- Any claim related to health or health benefits without an FDA Letter of Enforcement Discretion or significant scientific agreement approval — (3)
- Deceptive, false or misleading material — (2)
- Creative that does not identify the product as medical marihuana or marihuana and state who may use it — (6) and (8)
Required warnings and disclosures
The full R 420.504(1)(j) block, including the pregnancy warning surrounded by a continuous heavy line. See Requirements That Apply to Every Channel above.
Hotline number required
Yes, within the warning block.
Discounts and promotions on this channel
Permitted, subject to the content rules and municipal ordinances.
Closing note
The pregnancy warning is roughly thirty words and must be clearly legible inside a continuous heavy line, alongside the impaired driving statement, the poison control number and the age statement. Size the unit around the block before production.
Michigan Native Advertising Laws
Subrule (3) prohibits any claim related to health or health benefits, subject only to two federal clearance routes.
What is allowed
Native and sponsored content where the 30 percent cap at (4) is met.
What is not allowed
- Any claim related to health or health benefits without FDA clearance — (3)
- Deceptive, false or misleading assertions on any marihuana product, sign or document provided — (2)
- Placement above the 30 percent cap — (4)
- Content without the programme identification required by (6) or (8)
Required warnings and disclosures
The full warning block including the heavy-lined pregnancy warning, plus the programme identification required by (6) or (8).
Hotline number required
Yes.
Discounts and promotions on this channel
Permitted, subject to the content rules.
Closing note
Subrule (3) reaches marketing, advertising, packaging and labelling alike. The two exceptions are FDA clearances rather than state substantiation routes.
Michigan Online Video (OLV) Advertising Laws
R 420.507 contains no prohibition on depicting consumption and no casting restriction. The warning block is the operative constraint.
What is allowed
Pre-roll, mid-roll and in-feed video where the 30 percent cap is met.
What is not allowed
- Placement above the 30 percent cap — (4)
- Health or health benefit claims without FDA clearance — (3)
- Deceptive, false or misleading material — (2)
Required warnings and disclosures
The full warning block. The pregnancy warning must be in clearly legible type surrounded by a continuous heavy line. R 420.507 prescribes no audio speed or on-screen duration standard.
Hotline number required
Yes.
Discounts and promotions on this channel
Permitted, subject to the content rules.
Closing note
The heavy-line requirement at R 420.504(1)(j) is a visual specification, so the pregnancy warning cannot be satisfied by voiceover alone. Plan an on-screen treatment.
Michigan Connected TV (CTV) Advertising Laws
Television programmes are named in the audience provision at (4). R 420.507 states no daypart restriction.
What is allowed
CTV and OTT placements where the 30 percent cap is met.
What is not allowed
- Placement above the 30 percent cap — (4)
- The content rules at (2) and (3)
- Creative without the programme identification required by (6) or (8)
Required warnings and disclosures
The full warning block including the heavy-lined pregnancy warning.
Hotline number required
Yes.
Discounts and promotions on this channel
Permitted, subject to the content rules.
Closing note
The cap at (4) is measured against the age in subrules (7) and (8), which differs by programme. Obtain the composition data in writing and record which age it was measured against, since the same placement is assessed differently for a medical product and an adult-use product.
Michigan Paid Search Advertising Laws
Internet websites are named in the audience provision. The warning block applies without any exemption for character-limited formats.
What is allowed
Search advertising where the 30 percent cap is met.
What is not allowed
- Placement above the 30 percent cap — (4)
- Any claim related to health or health benefits without FDA clearance — (3)
- Deceptive, false or misleading material — (2)
Required warnings and disclosures
The full warning block. R 420.507 provides no exemption for character-limited formats, and the heavy-line specification is a visual one.
Hotline number required
Yes.
Discounts and promotions on this channel
Permitted, subject to the content rules.
Michigan SEO and Website Advertising Laws
The internet website is named in the audience provision at (4), so a licensee's own site is within the audience rule as well as the content rules.
What is allowed
A licensee's own website, menus and organic content. R 420.507 prescribes no website age gate.
What is not allowed
- Any claim related to health or health benefits without FDA clearance, which reaches strain and product descriptions written in terms of effects on conditions — (3)
- Deceptive, false or misleading assertions on any marihuana product, sign or document provided — (2)
- Content without the programme identification required by (6) or (8)
Required warnings and disclosures
The full warning block on advertising content, plus programme identification under (6) or (8).
Hotline number required
Yes, within the warning block.
Discounts and promotions on this channel
Permitted on menus and product pages, subject to the content rules.
Closing note
Subrule (4) applies the 30 percent cap to the internet website on which the advertisement appears. R 420.507 does not state how an owned property evidences its audience composition, and the Cannabis Regulatory Agency has published no guidance on the point.
Michigan Out of Home and DOOH Advertising Laws
R 420.507 contains no billboard prohibition and no buffer. Subrule (1) incorporates municipal ordinances.
What is allowed
Billboards and other out of home. R 420.507 contains no billboard prohibition, no transit prohibition, no public property prohibition and no buffer distance. The audience provision at (4) names television programmes, radio programmes, internet websites and print publications, and does not name out of home.
What is not allowed
- Anything failing the content rules at (2) and (3)
- Anything failing an applicable municipal ordinance regulating signs and advertising — (1)
- Creative without the programme identification required by (6) or (8)
Required warnings and disclosures
The full R 420.504(1)(j) warning block. Subrule (4) requires it of any marihuana product advertised or marketed, without limiting it to the named media.
Hotline number required
Yes, within the warning block.
Discounts and promotions on this channel
Permitted at state level, subject to municipal ordinances.
Closing note
The warning block runs to an impaired driving statement, a poison control number, an age statement and a heavy-lined pregnancy warning. Many Michigan municipalities have opted out of allowing marihuana establishments, and local sign regimes vary. Check the ordinance for each site before booking.
Platform Specific Advertising Restrictions
X (formerly Twitter)
Permits limited paid cannabis advertising in select U.S. jurisdictions subject to approval, licensing verification and 21-plus targeting.
Platform approval is not regulatory approval, and platform compliance does not protect against a state violation. Under R 420.507(5), a person receiving payment under an agency-approved intellectual property licensing agreement is responsible for marketing or advertising undertaken by either party to the agreement, which reaches brand licensing structures directly. Under (4), the obligation attaches to "the person advertising the product," so it follows whoever places the advertising rather than only the licensee.
Audience Requirements for Cannabis Advertising in Michigan
What the Law Requires
Michigan uses two ages, determined by the product's programme.
Under R 420.507(7), a product advertised under the medical act must not be marketed to minors aged 17 years or younger. Under (9), a product advertised under the adult-use act must not be marketed to individuals under 21. Sponsorships targeting either group are prohibited.
Michigan's medical programme includes qualifying patients under 18 through a parent or guardian.
Audience Percentage Thresholds
30 percent, as a cap on the under-age share
Under R 420.507(4), a marihuana product must not be advertised or marketed to members of the public unless the person advertising has reliable evidence that no more than 30 percent of the audience or readership for the television programme, radio programme, internet website, or print publication is reasonably expected to be under the age listed in subrules (7) and (8).
The two ages
Because subrules (7) and (8) set different ages, the cap operates as:
- Medical products: no more than 30 percent of the audience aged 17 or younger.
- Adult-use products: no more than 30 percent of the audience under 21.
Which media it reaches
Television programmes, radio programmes, internet websites and print publications. Out of home and direct mail are not named.
Where the burden sits
On the person advertising the product. Subrule (4) uses that phrase rather than naming the licensee, so the obligation follows whoever places the advertising.
Event sponsorship
R 420.507 sets no audience percentage specific to event sponsorship. Subrules (7) and (9) prohibit sponsorships targeting individuals below the applicable age.
Age Gating and Consent
Websites
R 420.507 prescribes no website age gate and no age verification requirement.
Direct communication
R 420.507 contains no age affirmation requirement for direct or individualized communication.
Location-based devices
R 420.507 contains no location-based device provision.
Established customers
R 420.507 contains no exception removing communications to existing customers or opted-in recipients from the restrictions.
Event signage
A licensed marihuana event organiser must maintain a clearly legible sign not less than 7 by 11 inches reading "No Persons Under 21 Allowed" at or near each public entrance to any area where sale or consumption is allowed, with lettering not less than one inch high, and must ensure sales and consumption are not visible from any public place or non-age-restricted area.
People Depicted in Ads
R 420.507 contains no casting restriction, no minimum age for persons appearing in advertising, no cartoon or mascot provision, and no prohibition on depicting consumption.
The operative controls are the prohibition on deceptive, false or misleading material at (2), the prohibition on marketing to the under-age group for the relevant programme at (7) and (9), and the health claims provision at (3), which reaches any claim related to health or health benefits.
Geo Targeting Rules for Cannabis Advertising in Michigan
Restricted Locations and Buffer Distances
R 420.507 states no advertising buffer. The rule contains no distance requirement around schools, childcare facilities, playgrounds, parks or libraries, and no transit or public property prohibition. This is an absence in the rule rather than an omission from this page.
Municipal ordinances
Subrule (1) requires compliance with all applicable municipal ordinances that regulate signs and advertising. Michigan municipalities may prohibit marihuana establishments entirely, and those permitting them may impose signage conditions through the licensing process.
Licensing Buffers That Are Not Advertising Buffers
Distance requirements applying to where an establishment may be located are licensing rules and, in Michigan, largely municipal. They govern facility siting rather than the placement of an advertisement.
Can You Run a Digital Out of Home Screen in Michigan?
R 420.507 contains no billboard prohibition, no buffer and no transit prohibition. Three provisions apply: the creative must carry the full warning block under (4), it must satisfy the content rules at (2) and (3) and the programme identification requirements at (6) or (8), and it must comply with the municipal sign ordinance for the site under (1).
Compliant Use of Geotargeting
- R 420.507 states no advertising buffer, so there is no facility exclusion layer required by state law.
- Run a municipal ordinance check for every jurisdiction in the plan, since (1) incorporates them and municipalities may prohibit establishments entirely.
- For television, radio, internet and print, plan against the 30 percent cap at (4) and record which age it was measured against.
- Do not run one creative across both programmes. Subrules (6) and (8) require different product descriptors and mutually exclusive permitted-user statements.
- Plan for delivery from Detroit into Ohio and Ontario, and from western Michigan into Wisconsin and Illinois, each of which applies its own advertising rules.
- Note that (4) and (5) attach obligations to the person advertising and to parties to a brand licensing agreement, not only to the licensee.
Need Help Running Compliant Campaigns in Michigan?
Knowing the rules is step one. Building campaigns that stay inside them and still produce sales is the harder part. MediaJel runs compliant programmatic, CTV, paid search, paid social, and SEO for Michigan provisioning centers, retailers, brands, and MSOs, and ties every campaign to real online and in-store transactions through DataJel.
What Are the Recreational and Medical Marijuana Rules in Michigan?
One advertising rule with provisions that apply differently to each programme, both administered by the Cannabis Regulatory Agency.
A product advertised under the medical act must be described as "medical marihuana" for use only by registered qualifying patients or registered primary caregivers under (6), must not be marketed to minors aged 17 or younger under (7), and is assessed against the 30 percent cap measured at that age.
A product advertised under the adult-use act must be described as "marihuana" for use only by individuals 21 or older under (8), must not be marketed to individuals under 21 under (9), and is assessed against the 30 percent cap measured at 21.
Purchase limits differ: 2.5 ounces per day for a registered qualifying patient with a 10 ounce monthly limit, and 2.5 ounces per adult-use transaction with not more than 15 grams in concentrate form. The warning block also splits by product: products exceeding the adult-use THC maximum carry "For use by registered qualifying patients only," while all others carry "For use by individuals 21 years of age or older or registered qualifying patients only."
The two permitted-user statements required by (6) and (8) are mutually exclusive, so one asset cannot satisfy both.
What Are the Hemp and CBD Rules in Michigan?
Who regulates hemp here
Industrial hemp cultivation and processing sit with the Michigan Department of Agriculture and Rural Development. The Cannabis Regulatory Agency regulates marihuana.
Non-intoxicating hemp and CBD
Permitted through general retail. A hemp product within the federal definition and sold outside the licensed marihuana channel is not a marihuana product advertised by a licensee, so R 420.507 does not reach it. General Michigan consumer protection law and federal restrictions on health claims apply instead.
Intoxicating hemp-derived cannabinoids
Michigan has legislated and regulated to route intoxicating hemp-derived products through the licensed marihuana channel rather than general retail, with the Cannabis Regulatory Agency taking oversight of products containing THC derived from hemp. The framework has continued to develop. The federal definition of hemp narrows in November 2026. Confirm the current position before planning an intoxicating hemp campaign.
What it means for advertising
Where a product is sold through the licensed channel, everything on this page applies: the warning block at (4), the 30 percent cap, the health claims provision at (3), and the programme identification requirement at (6) or (8). A non-intoxicating hemp product in general retail carries none of it. Classify each product before building a media plan.
Michigan Legislation and Source Regulations
Every statement on this page traces to one of the following:
- Michigan Marihuana Rules, R 420.1 to R 420.1004, including R 420.507 Marketing and advertising restrictions and R 420.504 packaging and labelling, 2020 AACS, 2022 MR 5, effective March 7, 2022
- Michigan Regulation and Taxation of Marihuana Act, Initiated Law 1 of 2018
- Michigan Medical Marihuana Facilities Licensing Act, Public Act 281 of 2016
- Michigan Cannabis Regulatory Agency
- Michigan Department of Agriculture and Rural Development, Industrial Hemp Program
Disclaimer
Please note that we are not legal professionals, and the information provided in this article should not be interpreted as legal advice. Cannabis laws and regulations are subject to frequent changes and vary by state and locality. We strongly recommend consulting with qualified legal counsel to ensure compliance with all applicable laws and regulations. For the most up-to-date guidance on state-specific marketing rules, please reach out to the MediaJel team directly.
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