New Jersey Cannabis Advertising Laws

New Jersey permits licensed cannabis businesses to advertise where reliable evidence shows at least 71.6 percent of the audience is reasonably expected to be 21 or older. Advertising of a cannabis product or paraphernalia must carry a prescribed warning, and any advertisement by a licensed business must disclose that the facility is licensed by the State. Advertising on television, streaming services and radio is prohibited between 6:00 A.M. and 10:00 P.M., while advertising online carries no hour restriction. Advertising is prohibited in any form or through any medium within 200 feet of elementary or secondary school grounds, on billboards not on the business's own real property, and, outside a narrow exception, towards location-based devices.

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Legal for licensed cannabis businesses under 17:30-17.2(a), subject to the audience threshold in that subsection, the warning and licensure disclosure at (b) and (c), the content and placement prohibitions at (d), the business conduct prohibitions at (e), and the recordkeeping duty at (f). The subchapter contains no pre-approval requirement.

Advertising is governed by the Personal Use Cannabis Rules at N.J.A.C. 17:30, Subchapter 17, comprising Sections 17:30-17.1 and 17:30-17.2, administered by the Cannabis Regulatory Commission. The current text reflects amendments adopted by R.2023 d.034, effective March 6, 2023.

Medical and adult-use cannabis do not share one advertising rule set. The provisions on this page are the Personal Use Cannabis Rules governing adult-use advertising. Medical cannabis is governed by a separate chapter with its own advertising requirements.

Section 17:30-17.1 states the purpose of the subchapter: to ensure no advertisement is made in a manner appealing to minors, promoting excessive use or illegal activity, or otherwise presenting a significant risk to public health and safety. It provides that the Commission may specify a reasonable time period by which a licence holder shall cease non-compliant advertising and remove any advertising still being published or displayed.

This page is part of our state-by-state cannabis advertising laws library, covering all 50 states and the District of Columbia.

Business name and licence number

No licence number required. Under 17:30-17.2(c), any advertisement by any licensed cannabis business shall disclose that the facility is licensed by the State of New Jersey.

The required warning statements

One. Under 17:30-17.2(b), any advertisement of any cannabis product or cannabis paraphernalia shall contain the following warning:

"This product contains cannabis. For use only by adults 21 years of age or older. Keep out of the reach of children. There may be health risks associated with the consumption of this product, including for women who are pregnant, breastfeeding, or planning on becoming pregnant. Do not drive a motor vehicle or operate heavy machinery while using this product."

How the warnings have to appear

Section 17:30-17.2(b) prescribes the text. It prescribes no type size, contrast standard, audio requirement, duration, or percentage of the advertising area.

When the warnings are not required

Subsection (b) applies the warning to any advertisement of any cannabis product or cannabis paraphernalia. The subchapter states no exemption from (b), and does not state whether an advertisement for a cannabis business that does not reference a product falls within it. The licensure disclosure at (c) applies to any advertisement by any licensed cannabis business.

Hotline number

No. Subchapter 17 requires no helpline, hotline or poison control number in advertising.

Prohibited content

Under 17:30-17.2(d), no person shall advertise any cannabis business, cannabis product, or cannabis paraphernalia:

• In a manner that would target, or is designed to appeal to, individuals under the legal age to purchase cannabis products, including a depiction of a person under 21 consuming cannabis items, or inclusion of objects such as toys, characters or cartoon characters suggesting the presence of a person under 21, or any other depiction designed in any manner to be especially appealing to a person under 21 — (d)(1)
• On television, streaming services, or on the radio between the hours of 6:00 A.M. and 10:00 P.M. Advertising online is allowed with no hour restrictions — (d)(2) and (d)(2)(i)
• In any form or through any medium whatsoever within 200 feet of any elementary or secondary school grounds, except advertisements within the premises of a cannabis retailer — (d)(3) and (d)(3)(i)
• Directed towards location-based devices, including cellular phones or augmented reality devices, unless the advertising is a mobile device application installed on the device by the owner of the device who is at least 21 years of age, and it includes a permanent and easy opt-out feature and warnings that the use of cannabis items is restricted to persons 21 years of age or older — (d)(4)
• At or in connection with a charitable, sports, musical, artistic, cultural, social or other similar event, or sponsorship of such an event, unless the advertiser or sponsor has reliable evidence that no more than 20 percent of the audience at the event is reasonably expected to be under the legal age — (d)(5)
• On a billboard that is not on the real property where a cannabis business is located — (d)(6)
• On a sign or placard in an arena, stadium, shopping mall, fair that receives State allocations, or video game arcade, unless such a site is an adult-only facility that prohibits persons under 21 years of age from entering — (d)(7)
• In a manner that falsely disparages the products of another cannabis business — (d)(8)
• In a manner that suggests that cannabis items are safe solely based on the fact that they are regulated by the Commission or have been tested by a licensed testing laboratory — (d)(9)
• In a manner that promotes rapid consumption or overconsumption of cannabis — (d)(10)
• By way of any statement or illustration that is deceptive, false or misleading, which includes a representation that one brand or form of cannabis is better, more effective or safer than other drugs or treatments unless demonstrated by substantial scientific or clinical evidence consisting of two or more adequate and well-controlled studies; the use of a quote or paraphrase out of context or without citing conflicting information from the same source; and the use of favorable information or conclusions from a study plainly inadequate in design, scope or conduct — (d)(11)

Under 17:30-17.2(e), no cannabis business shall display on the exterior of the establishment any advertisement for cannabis or a certain brand of cannabis product, except external signage identifying the building by the licensed name, which shall be compliant with local ordinances — (e)(1) and (e)(1)(i); use a commercial mascot outside of, or in proximity to, its premises — (e)(2); display cannabis and cannabis paraphernalia in a manner clearly visible to a person from the exterior — (e)(3); or produce any items for sale or promotional gifts, such as T-shirts or novelty items, bearing a symbol of or references to cannabis, which does not extend to paraphernalia sold to consumers.

Discounts, coupons, and price promotion

Under (e)(4), a cannabis business shall not advertise the price of cannabis products, except that it may make available a catalogue or printed list of prices and strains or cultivars at the cannabis business to other cannabis businesses or consumers, under (e)(4)(i), and it may list its prices on its website or a third-party website, under (e)(4)(ii). Subchapter 17 contains no prohibition on discounting itself, and no purchase-limit constraint on an offer.

Recordkeeping

Under 17:30-17.2(f), a cannabis business that advertises shall keep records as reliable evidence that the advertisement meets the requirements of the subchapter, available to the Commission on request. Under (f)(1), those records shall include a precise description of the audience reasonably expected for an advertisement, and a list of all publications and venues in which an advertisement was published.

Pre-approval

Not required. Section 17:30-17.1 provides that the Commission may specify a reasonable time period by which a licence holder shall cease non-compliant advertising and remove any advertising still being published or displayed.

What the Law Requires

Section 17:30-17.2 uses the legal age to purchase cannabis items, which is 21. Under (d)(1), advertising may not target, or be designed to appeal to, individuals under that age, including by a depiction of a person under 21 consuming cannabis items, or by inclusion of objects such as toys, characters or cartoon characters suggesting the presence of a person under 21, or any other depiction designed in any manner to be especially appealing to a person under 21.

Audience Percentage Thresholds

71.6 percent

Under 17:30-17.2(a), a licensed cannabis business may provide information to the public through advertising, except that no person shall engage in advertisement of a cannabis business, cannabis products, or cannabis paraphernalia unless such person has reliable evidence that at least 71.6 percent of the audience for the advertisement is reasonably expected to be 21 years of age or older.

20 percent cap for events

Under (d)(5), no advertising at or in connection with a charitable, sports, musical, artistic, cultural, social or other similar event, or sponsorship of such an event, unless the advertiser or sponsor has reliable evidence that no more than 20 percent of the audience at the event is reasonably expected to be under the legal age to purchase cannabis items.

Where the burden sits

Both provisions place the evidential burden on the advertiser or sponsor. Section (a) requires that the person engaging in the advertisement has reliable evidence. Section (d)(5) requires that the advertiser or sponsor has reliable evidence.

Required records

Under (f)(1), records shall include a precise description of the audience reasonably expected for an advertisement, and a list of all publications and venues in which an advertisement was published.

Age Gating and Consent

Location-based devices

Under (d)(4), no advertising directed towards location-based devices, including but not limited to cellular phones or augmented reality devices, unless the advertising is a mobile device application installed on the device by the owner of the device who is at least 21 years of age, and it includes a permanent and easy opt-out feature and warnings that the use of cannabis items is restricted to persons 21 years of age or older.

The subchapter does not define "directed towards" and does not address advertising served to a device based on its location outside an installed application.

Websites

Subchapter 17 does not require a website age gate.

Established customers

Subchapter 17 contains no exception removing communications to existing customers or opted-in recipients from the definition of advertising.

People Depicted in Ads

Under (d)(1), no depiction of a person under 21 years of age consuming cannabis items, and no inclusion of objects such as toys, characters or cartoon characters suggesting the presence of a person under 21, or any other depiction designed in any manner to be especially appealing to a person under 21. Under (e)(2), no commercial mascot outside of, or in proximity to, the premises.

Subchapter 17 sets no minimum age for persons appearing in advertising, and contains no provision prohibiting the depiction of consumption by adults.

Restricted Locations and Buffer Distances

200 feet from schools

Under 17:30-17.2(d)(3), no advertising in any form or through any medium whatsoever within 200 feet of any elementary or secondary school grounds. Under (d)(3)(i), this paragraph does not apply to advertisements within the premises of a cannabis retailer.

Facility types named

Elementary or secondary school grounds. Subsection (d)(3) names no other facility type.

Measurement

Subsection (d)(3) states a distance of 200 feet from school grounds. It prescribes no method of measurement.

Venues

Under (d)(7), no advertising on a sign or placard in an arena, stadium, shopping mall, fair that receives State allocations, or video game arcade, unless such a site is an adult-only facility that prohibits persons under 21 years of age from entering.

Transit and public property

Subchapter 17 contains no provision prohibiting advertising on public transit or on publicly owned property.

Licensing Buffers That Are Not Advertising Buffers

Municipal ordinances impose distance requirements governing where a cannabis business may be located. These are not advertising provisions and do not apply to the placement of an advertisement.

Hamilton Township, Mercer County

Under Ordinance 21-069, no cannabis establishment, cannabis retailer, cannabis delivery service, medical cannabis establishment or medical cannabis dispensary shall be located within 1,000 feet measured by walking legally from door to door, nor within a 500 foot radius, of any school, recreation center, child care establishment, house of worship, residence within an R-zone, or public park. This provision governs the location of a cannabis business.

New Jersey has two Hamilton Townships, in Mercer County and Atlantic County, governed by separate municipal codes.

Local Ordinances

Under 17:30-17.2(e)(1)(i), external signage identifying the building by the licensed name shall be compliant with local ordinances related to the real property where the cannabis business is located.

River Edge

Under Borough of River Edge Code Section 416-36.3E(2)(q), added by Ordinance 24-4: no sign shall be placed on the roof of a building nor placed on its wall so as to exceed the height of the roof; no internally illuminated signs shall be permitted; no freestanding signs shall be permitted; no more than two building-mounted signs per cannabis establishment are permitted on the site; and cannabis establishment signage may not include a cannabis leaf or other image of cannabis paraphernalia or cannabis product and may not contain images that market to an underage demographic.

Under Section 268-26, added by Ordinance 24-5, only businesses holding a Class 5 adult-use licence may apply to operate in the Borough, and all other cannabis licence classes are prohibited. Under Section 268-27, the Borough may issue one Class 5 adult-use cannabis licence.

Hamilton Township, Atlantic County

Chapter 135 of the Township of Hamilton Code, adopted by Ordinance 1964-2021 and amended by Ordinances 2050-2023, 2111-2025 and 2112-2025, contains no signage or advertising provision. Under Section 135-6C, hours of operation for Class 5 retailers are limited to 9:00 a.m. through 9:00 p.m. daily.

Can You Run a Digital Out of Home Screen in New Jersey?

Section (d)(6) prohibits advertising on a billboard that is not on the real property where a cannabis business is located, which removes third-party inventory. A screen on the business's own real property is not prohibited by (d)(6). Section (d)(3) prohibits advertising in any form or through any medium whatsoever within 200 feet of elementary or secondary school grounds. Section (d)(7) prohibits advertising on a sign or placard in an arena, stadium, shopping mall, fair that receives State allocations, or video game arcade, unless the site is an adult-only facility prohibiting persons under 21 from entering. Section (e)(1)(i) requires external signage to comply with local ordinances.

Compliant Use of Geotargeting

• Exclude delivery within 200 feet of elementary and secondary school grounds. The prohibition at (d)(3) applies in any form or through any medium whatsoever, not only to physical signage.
• Do not extend the facility list. Subsection (d)(3) names elementary or secondary school grounds only.
• Exclude arenas, stadiums, shopping malls, State-funded fairs and video game arcades unless the venue prohibits persons under 21 from entering, under (d)(7).
• Restrict television, streaming and radio delivery to the 10:00 P.M. to 6:00 A.M. window, under (d)(2). Online advertising carries no hour restriction under (d)(2)(i).
• Have compliance sign off on how mobile display inventory is bought before launch. Section (d)(4) prohibits advertising directed towards location-based devices outside the installed-application exception, and does not define "directed towards."
• Check the municipal ordinance for each geo before committing spend. Section (e)(1)(i) requires external signage to comply with local ordinances, and municipal sign rules can be more restrictive than the subchapter.
• Do not apply municipal siting distances to media delivery. Those provisions govern where a business may be located.
• Keep the records named at (f)(1): a precise description of the audience reasonably expected for an advertisement, and a list of all publications and venues in which an advertisement was published.

New Jersey runs two advertising rule sets. The provisions on this page are the Personal Use Cannabis Rules at N.J.A.C. 17:30, governing adult-use advertising. Medical cannabis is governed by a separate chapter with its own advertising requirements. A licensee holding both authorisations is subject to both.

Under the Personal Use Cannabis Rules, a cannabis retailer must establish and implement policies for informing consumers about the limitations on possession and use, potential side effects, safe techniques for use, alternative methods of consumption, signs and symptoms of substance abuse, and opportunities to participate in substance abuse programmes. Those informational materials must be available for Commission inspection on request.

Who regulates hemp here

The New Jersey Department of Agriculture, under the New Jersey Hemp Farming Act, P.L. 2019, c. 238, which established a licensing framework for hemp cultivation, handling and processing. Not the Cannabis Regulatory Commission.

Non-intoxicating hemp and CBD

Permitted under the New Jersey Hemp Farming Act programme. The definitions at N.J.A.C. 17:30-1.2 exclude from "cannabis item" any hemp or hemp product cultivated, handled, processed, transported or sold pursuant to that Act, so Subchapter 17 does not apply to it.

Intoxicating hemp-derived cannabinoids

New Jersey enacted legislation in 2024 directing that hemp products with THC above defined thresholds be sold through licensed cannabis retailers and regulated by the Commission. That legislation has been the subject of federal litigation. Confirm the current status before planning a campaign involving an intoxicating hemp product. The federal definition of hemp narrows in November 2026.

What it means for advertising

A product sold through a licensed cannabis retailer is a cannabis item advertised by a cannabis business, and Subchapter 17 applies to it in full. A hemp product within the New Jersey Hemp Farming Act programme is excluded from the definition of cannabis item at N.J.A.C. 17:30-1.2. Enforcement of the hemp programme sits with the Department of Agriculture; enforcement of Subchapter 17 sits with the Cannabis Regulatory Commission.

Every statement on this page traces to one of the following:

• N.J.A.C. 17:30-17.2, General advertising requirements and prohibitions
• N.J.A.C. 17:30, Personal Use Cannabis Rules, as amended by R.2023 d.034 effective March 6, 2023
• N.J.A.C. 17:30-17.2, including the recordkeeping requirements at subsection (f)
• N.J.A.C. 17:30-1.2, definitions, including the exclusion of hemp from "cannabis item"
• Borough of River Edge Code Section 416-36.3, Cannabis Overlay Zone, added by Ordinance 24-4
• Borough of River Edge Code Chapter 268 Article III, adopted by Ordinance 24-5
• Township of Hamilton (Atlantic County) Code Chapter 135, Cannabis
• Township of Hamilton (Mercer County) Ordinance 21-069, Land Development
• New Jersey Hemp Farming Act, P.L. 2019, c. 238
• New Jersey Cannabis Regulatory Commission