ADVERTISING, MARKETING & PROMOTIONS >> ALERT COLORADO’S RETAIL MARIJUANA REGULATIONS COVER ADVERTISING, LABELING, AND PACKAGING The 122 pages of regulations issued recently by the Marijuana Enforcement Division of the Colorado Department of Revenue governing the retail sale of marijuana in Colorado focus on a host of topics, from licensing and fees to alarm systems required for stores, and even waste disposal. The regulations also include dozens of pages and rules relating to the advertising, labeling, and packaging of marijuana. Imagine if back in college the campus marijuana dealer had a 30 second spot on late night local television, distributed coupons or established a rewards club. With the recent enactment of legalized marijuana sales for recreational use in Colorado, some of this could become reality. GENERAL GOALS The numerous signage and advertising rules are intended generally to delineate that a licensed retail marijuana establishment (a seller) may not engage in advertising that is “deceptive, false, or misleading,” including on any product, any sign, or any document provided to a consumer. The rules also appear targeted to protect children from coming into contact with marijuana or advertising for marijuana. SPECIFIC RULES The specific rules generally use the alcohol industry’s voluntary advertising standards as a model. For example, they provide that sellers may not use television or radio advertising unless they have “reliable evidence” that no more than 30 percent of the audience for the program on which the advertising is to air is reasonably expected to be under the age of 21. Similarly, a seller may not advertise in print publications or via the Internet unless it has reliable evidence that no more than 30 percent of the publication’s readership, or the audience for the Internet web site is reasonably expected to be under the age of 21. This means general interest web sites may be off-limits. Another rule prohibits a seller from using unsolicited pop-up advertising on the Internet. Moreover, a seller in Colorado “shall not engage” in advertising that specifically targets persons located outside Colorado. SAFETY CLAIMS A seller may not engage in advertising or use signage that asserts that its products are safe because they are regulated by the Colorado government. A seller also may not engage in advertising or use signage that asserts that its products are safe because they are tested by a licensed marijuana testing facility, although it may advertise that its products have been tested by a facility. MARCH 2014 Attorney Advertising 1472 THE BOTTOM LINE It’s no surprise that licensed retail marijuana sellers in Colorado have joined the ranks of other highly regulated “sin” industries such as alcohol and tobacco. These regulations are designed to ensure – among other things – that the products aren’t marketed to those who aren’t supposed to partake and that the sellers aren’t making claims that are unfounded. While this industry is still young and likely to expand, sellers, their agents and media companies should take note that actions to enforce the regulations won’t be far behind. >> continues on next page