Arizona lawmakers have taken a decisive step toward reshaping how marijuana is marketed in the state. House Bill 2179, brought forward by Representative Selina Bliss, cleared the House with an overwhelming 51-3 vote on February 13, 2025, and is now under Senate review. The bill is designed to tighten advertising restrictions for cannabis businesses in an effort to reduce exposure to minors and clamp down on unauthorized sales.
If enacted, the measure will place specific limitations on what kind of content can appear in cannabis advertisements. Businesses will no longer be allowed to use names that resemble child-targeted food or beverage brands. Ads that feature animated characters, toy imagery, or anything that may be interpreted as appealing to those under 21 would be banned. In addition, companies would be restricted from showing marijuana consumption or promoting the potency or THC content of products.
Where cannabis companies can advertise is also under the microscope. The bill prohibits promotional materials from being placed on public transportation systems, inside airports, or at shelters and stops. Online advertising would still be permitted—but only if businesses can ensure that at least 73.6% of their audience is legally of age to consume marijuana.
All marijuana advertisements, regardless of platform, must now include a clearly visible health warning stating: “Do not use marijuana if you are under twenty-one years of age or pregnant. Keep marijuana out of reach of children.” This message must cover a minimum of 10% of the ad space, printed in black text on a white background to maximize readability.
Billboards will also face new restrictions. The bill proposes a 1,000-foot buffer zone, banning billboard ads within that distance of schools, churches, parks, playgrounds, substance abuse recovery centers, or childcare facilities. Dispensaries using billboard advertising will need to either relocate existing signage or pull it entirely if it falls within these zones.
For marijuana dispensaries, the implications are wide-ranging. Marketing teams will need to audit all current and planned campaigns to ensure they steer clear of anything that could be seen as youth-oriented. This includes revisiting both visual and textual content and possibly retiring themes or branding that could invite scrutiny. Online and social media marketing strategies may need to be revised or scaled back if audience demographics cannot be verified to meet the new thresholds. Design teams will also need to accommodate the mandatory health warnings in a way that still keeps ads visually effective.
The Arizona Dispensaries Association has publicly backed the measure, stating that legitimate businesses support efforts to keep cannabis away from minors. Michael O’Brien, who leads both Ponderosa Dispensary and the association, emphasized that most licensed operators are already careful about how they advertise. He noted that the bill will primarily serve to target unregulated businesses that often use deceptive branding to reach underage audiences.
Businesses or individuals that violate these new standards, and are not licensed cannabis establishments, could face steep fines of up to $20,000 per infraction. These penalties would be directed to the Smart and Safe Arizona Fund, further supporting regulatory efforts across the state.
If passed, HB 2179 would mark a significant shift in the rules governing cannabis advertising in Arizona. Dispensaries have time to adapt, but the message from lawmakers is clear: advertising must align with the state’s public health goals and keep youth protection at the forefront.