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🔍Q&A: Where the heck can I advertise my products in the Minnesota Cannabis Market... Billboards? Roadsigns? Where? 🤷♂️
- Carpfish Creative
- Jul 2
- 5 min read
Always consult your legal team, but this is our take with the references attached.
Cannabis Advertising in Minnesota: Billboards, Road Signs, and Creative Marketing
Billboard Advertising
Minnesota law strictly regulates cannabis advertising, including billboards:
Billboards are generally prohibited for cannabis advertising. The law defines "advertisement" broadly and specifically excludes most outdoor advertising, including billboards, from permitted marketing channels.
The only exception is a "fixed outdoor sign" that meets very specific requirements, such as being attached to the licensed premises and not visible from any public place or thoroughfare frequented by minors. This does not include traditional billboards along highways or roads.
Key Point: You cannot legally advertise cannabis products on billboards in Minnesota.
Adopt-a-Road Signs
Adopt-a-road or adopt-a-highway signs are not explicitly addressed in the cannabis statutes, but these programs are typically managed by state or local transportation departments, which have their own rules about sponsor recognition.
Most government agencies prohibit advertising for controlled substances, including cannabis, on these signs. Even if not explicitly banned, the state could interpret such sponsorship as a form of public advertising, which is not allowed under current cannabis advertising laws.
Key Point: It is highly unlikely you can use adopt-a-road signs for cannabis marketing in Minnesota.
Other Creative Marketing Channels
Minnesota’s cannabis advertising rules are designed to prevent circumvention. Here are the main restrictions and some creative—but—compliant—approaches:
Prohibited Advertising Channels
Television, radio, print, and most forms of outdoor advertising (including billboards and vehicle wraps) are prohibited.
Any advertising that targets or is likely to reach minors is strictly forbidden.
No advertising within 500 feet of schools, playgrounds, or other areas where minors are commonly present.
Permitted and Creative Options
On-Premises Signage: You may use fixed signs on your licensed premises, but they must comply with strict visibility and content rules.
Digital Marketing: Direct-to-consumer email, age-gated websites, and social media (with age restrictions and compliance with platform policies) are allowed, provided you take steps to prevent access by minors.
Event Sponsorship: You may sponsor or participate in adult-only events, such as cannabis expos or private gatherings, as long as access is restricted to those 21 and older.
Branded Merchandise: Selling or giving away branded merchandise (e.g., hats, shirts) is allowed, but only to adults and not as a form of public advertising.
Educational Content: Hosting educational seminars or informational sessions for adults can build brand awareness without violating advertising restrictions.
Loyalty Programs: Direct communication with existing customers through loyalty programs or newsletters is permitted, provided all recipients are 21+.
Key Point: All marketing must avoid appealing to minors, making health or therapeutic claims, or encouraging excessive consumption. Any attempt to "bypass" the rules with indirect advertising (e.g., through third-party sponsorships, public signage, or guerrilla marketing) risks enforcement action.
Summary Table: Advertising Channel Legality
Channel | Permitted? | Notes |
Billboards | No | Explicitly prohibited except for fixed on-premises signs |
Adopt-a-Road Signs | No | Not allowed under state and likely local rules |
On-Premises Signage | Yes | Must meet strict requirements |
Digital (Age-Gated) | Yes | Must prevent access by minors |
Event Sponsorship | Yes | Only at adult-only events |
Branded Merchandise | Yes | Only for adults, not as public advertising |
Educational Content | Yes | Must not target or appeal to minors |
Bottom Line: Minnesota’s cannabis advertising laws are among the strictest in the country. Billboards, adopt-a-road signs, and most public-facing creative marketing are not allowed. Focus on compliant, adult-targeted, and direct marketing strategies to build your brand without risking penalties.
SOURCES:
MNfulllegal.pdf
Comprehensive legislation detailing the definitions, licensing, operations, and regulations for cannabis and hemp businesses in Minnesota.
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MN-first-draft-of-proposed-rules.pdf
This document outlines the proposed expedited permanent rules for adult-use cannabis in Minnesota, detailing regulations for cultivation, manufacturing, retail, and testing.
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OCM-Cannabis-Overview-Application.pdf
Comprehensive guidance for cannabis business license applications in Minnesota, detailing requirements, review processes, and minimum qualifications.
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1738942860939.pdf
A comprehensive guide detailing various cannabis license types, their activities, endorsements, and additional licenses available under Minnesota Statutes, Chapter 342.
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File
OCM_Qualified_Applicant_Guide_tcm1202-669481.pdf
A comprehensive guide detailing the steps and requirements for qualified applicants to obtain a cannabis business license, including preliminary approval, local government processes, and site inspections.
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File
OCM_Citizen_Portal_Application_Creation_User_Guide_tcm1202-669479.pdf
A comprehensive user guide for creating and submitting a cannabis license application through the Minnesota OCM Citizen Portal, including step-by-step instructions and helpful hints.
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