California legalized recreational marijuana use on Jan. 1, 2018. Since then, dispensaries and other cannabis-related businesses have rapidly embraced billboard advertising with remarkable focus and efficiency—traits not typically associated with traditional stoner stereotypes.
All jokes aside, the reality is that marijuana is a multi-billion-dollar industry. As CBD products and other legalized cannabis offerings continue gaining mainstream acceptance, this sector represents a massive financial opportunity.
Billboards advertising marijuana have become ubiquitous, especially in California, where they dominate both high-traffic highways and quieter streets. Every day, it seems new cannabis billboards are going up, saturating the state’s advertising landscape. Over time, we expect this trend to expand nationwide as marijuana advertising regulations evolve and become more standardized. Currently, states impose various restrictions on cannabis advertising, including limits on language, imagery, or outright bans. These regulations stem from marijuana’s federal classification as a Schedule I controlled substance, creating a patchwork of guidelines across the country.
As the legal environment matures, these restrictions are likely to loosen, paving the way for more creative and eye-catching marijuana advertising. However, for now, many cannabis billboards take a conservative approach, reflecting the controversial nature of the product. Advertisers appear to prioritize discretion, avoiding provocative designs that might alienate potential customers. Staying under the radar seems to be the prevailing strategy—for now.
To showcase the current state of cannabis billboard advertising, our team has captured more than a dozen examples from Los Angeles. These billboards illustrate the approaches brands are taking in this first wave of marijuana advertising. We’re sharing them to inspire your own campaigns or to help you decide what direction not to take for your billboard design.
