New York City is a city of many scents. pizza. garbage. urine. And an increasingly frequent source of odors is more traditionally found in college dorms. It's marijuana smoke.
Since the state legalized marijuana in 2021, stores selling cannabis products in the city have become as ubiquitous as bodegas and pizzerias. However, the vast majority operate without a license. That's why Terp Brothers, a licensed cannabis dispensary in Queens, is defending its status as part of its marketing to consumers. A blue awning atop the store reads “Buy Legal, Buy Safe.”
“This is another option and a safe choice to know what you're smoking and what you're consuming,” Terp Brothers owner Jeremy Rivera said. Ta. He then added: “It’s satisfying to know that we can give the community something they’ve been waiting for.”
On April 4, a New York State Supreme Court judge ruled to invalidate a state rule that prohibits pharmacies from using third-party platforms such as Leafly to advertise and market their products.
“The importance of providing consumers with choice and educational information when making purchasing decisions cannot be overstated,” Leafly said in a statement to ABC News. “To succeed in a competitive environment, it is critical that licensed retailers have equal access to important advertising and marketing tools.”
But Rivera and the owners of about 100 other licensed adult-use cannabis dispensaries in New York state still face limitations in how they reach potential consumers, cutting advertising altogether. There are also channels and locations (such as billboards) that are not allowed. .
Hey, it's a major vendor!
The Outdoor Advertising Association of America (OAAA) has developed recommendations for how distributors in New York and the other 23 states (and the District of Columbia) where recreational cannabis is legal (and the District of Columbia) can promote their products. level) that is illegal under federal law).
According to the OAAA, ads must be placed at least 500 feet away from schools and places of worship, and false claims, depictions of cannabis consumption, and slang references to marijuana are strongly discouraged. Some New York licensed dispensaries are turning to more creative ways to sell adult-use cannabis, including wild posts, which are legal. This could be an effective way to reach consumers who are new to the cannabis market, said Out founder and CEO Brian Rappaport. This was announced by home advertising agency Quan Media Group.
“This is essentially new to mainstream America,” Rappaport said. “No one sells marijuana behind schools anymore.”
On behalf of Gotham, Manhattan's licensed dispensary, Mr. Quan placed posters throughout New York City and also placed advertisements in digital LinkNYC kiosks. For his Berkshire pharmacy, Rebelle, Quan put up posters across New York City and bought advertising space in a kiosk in Boston.
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“So many different companies are launching cannabis brands, so many different stores are opening. This is just a quick play on the public consciousness,” Rappaport said. (Mr. Quan said he would not do business with unlicensed stores.)
online confusion
In late February, New York Governor Cathy Hochul asked Google, Meta, and other digital platforms not to promote unlicensed cannabis dispensaries on their platforms, of which there were an estimated 1,500 in New York City alone as of September. .
Hochul describes himself as saying that a search for “marijuana dispensary” on Google or Google Maps doesn't differentiate between legal and unlicensed establishments, and that a Google Maps search for “marijuana dispensary” conducted by Marketing Brew in Queens I pointed out that I got a list that included several stores. for selling marijuana whose name was not listed to a state-licensed seller.
Google spokesperson Nate Fankhauser told Marketing Brew that the company has banned marijuana ads in New York and removes them “as soon as we detect them, and in many cases before they're published.” There's even more gray area when it comes to Google Maps.
“We use a variety of sources, including third-party information and community feedback, to show us places people can visit and interact with in the real world,” Fankhauser said. . “If we can confirm that a business has closed for any reason, such as licensing issues, we will reflect that business as closed on our list.”
Meta spokesperson Matthew Tye said in a statement: “Content that promotes the purchase or sale of drugs, including marijuana, is prohibited, both in ads and on pages, and will be removed as soon as it is discovered.”
Does reality sting?
President Joe Biden said in his March 7 State of the Union address that he would direct his Cabinet to “review the federal classification of marijuana.” But for now, there is no concrete timeline for legalization, and some other cannabis vendors are looking for other ways to promote their products.
A few blocks away from Terp Bros is another store that sells cannabis products, including pre-rolled joints and loose marijuana plants. A piece of paper hanging from the ceiling reads “Certificate of License” from the state's Bureau of Cannabis Control.
The store is not listed in the state's online database of licensed cannabis dispensaries, and the New York State Cannabis Control Board confirmed to Marketing Brew that the store is not a licensed dispensary. It seems likely that this certificate is forged.
