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Proposed Amendment Would Ban Cannabis Billboard Ads

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Cannabis BillboardA new bill could impose a more stringent approach to cannabis advertising limits. Under Proposition 64, cannabis billboard ads are already banned on interstate highways crossing the border into California. The new bill proposal, Assembly Bill 64, would ban cannabis billboard ads on highways altogether.

Assembly Bill 64 would amend Proposition 64 by beefing up its advertising restrictions. Although California voters approved recreational use last November, lawmakers are worried about the effect legalized cannabis will have on children.

Assemblyman Rob Bonta, D-Oakland, sponsored the bill. “We have legal adult use and medical use, and we want to make sure that advertising hits the target audience as much as possible and doesn’t slip beyond that,” Bonta told the Sacramento Bee. “We want to target adults and patients and not the broader audience that includes kids and carpools and school buses and families.”

In order for AB 64 to pass, it would require two-thirds of the vote because it is an amendment of Proposition 64. AB 64 would prohibit any cannabis advertising on a billboard on any freeway or highway in California. Carrying cannabis across state lines is prohibited under Proposition 64. In addition, AB 64 would also create two types of state licenses, either a “storefront dispensary” or  “nonstorefront dispensary.” Businesses that stock, pack or distribute cannabis could apply for an alternate state license. AB 64 provides some dialogue that could possibly lead to cannabis delivery licenses, however, cannabis delivery companies would still be subject to local restrictions.

Assemblyman Ken Cooley, D-Rancho Cordova, said he was personally offended by the Chong’s Choice billboard, which he said he saw each day on the way to work. “These aren’t actually people holding licenses,” Cooley quipped.

Competition is fierce and cannabis collectives are trying to advertise their deals any way they can. Recreational cannabis storefronts will be opening doors and new advertising rules go into effect by January 1, 2018.

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