By The Bill and Its Requirements
A bipartisan bill in Congress would label cannabis advertising as high-risk. The measure is the SAFE Platforms Act, H.R.
The bill would designate cannabis a “high-risk” category alongside gambling and cryptocurrency. It would require platforms to put cannabis advertisers through enhanced identity verification and periodic re-verification.
That process would include extra documentation and reviews of a company’s online presence and business history.
Fraudsters target older Americans on the same platforms they use to stay connected, according to the Cannabis Media Council. The group says platforms should do more to stop them.
The Cannabis Media Council shares Congress’s goal but argues the bill takes a wrong turn.
Industry Pushback and Consumer Trends
“Licensed cannabis operators aren’t the scam. They’re the safe, tested alternative,” wrote Amy Deneson, executive director and co-founder of the Cannabis Media Council, in Marijuana Moment.
Older adults are one of the fastest-growing groups of cannabis consumers. New York University researchers, publishing in JAMA Internal Medicine, found that current use among Americans 65 and older hit a record 7 percent in 2023, up nearly 46 percent in two years.
The Cannabis Media Council says cutting off licensed advertising leaves seniors to sort out a confusing market without clear information about which products are legal and tested.
In the group’s 2026 Cannabis Advertising Investments and Sentiments Survey, 56 percent of marketers said a platform had shut down their account or canceled their ads. Another 69 percent named restrictions as their top frustration.
The group argues more friction will burden compliant businesses and push consumers toward the unregulated market.
Self-Regulation as the Alternative
The Cannabis Media Council points to alcohol’s voluntary advertising codes as a better model. Cannabis can do the same, the group says.
This month the CMC released Edition IV of Full Spectrum: Guidelines for Responsible Cannabis Advertising. Since 2023, Full Spectrum has set an industry standard for paid cannabis advertising.
Its Seven Pillars for Responsible Advertising ask advertisers to verify their licenses, target only adults and substantiate every claim. Edition IV adds a Cannabis Advertising Code of core commitments.
The group invites policymakers, regulators, operators and publishers to review it and share feedback for national adoption.
Before H.R. 10433 moves forward, the CMC urges lawmakers to recognize licensed operators that meet high standards rather than treating the entire category as a threat.
