ROCHESTER, N.Y. — A new law went into effect in February banning New York cannabis companies from advertising on billboards, but some cannabis billboards are still up along Rochester roads. Why is that?
A viewer named Frank noticed a billboard on I-490 advertising a cannabis shop. He wrote to News10NBC saying, “I was wondering if your station had any updates on why cannabis [companies] are still able to advertise on billboards here in Rochester in spite of the new law.”
News10NBC’s Emily Putnam brought the question to the New York State Office of Cannabis Management. OCM says it’s taking a “soft touch” with cannabis shops and hoping for voluntary compliance with the new billboard rules. However, they are also prepared to take more direct action if needed.
Last month, new state rules went into effect surrounding cannabis packaging, labeling, marketing, and advertising — or PLMA. Stephen Geskey from the Office of Cannabis Management said billboards are generally not permitted under the new rules.
“Licensees may require some time in order to take these down because, for example, they may have a contract with a billboard company that it’s up for a period of time. We understand those types of things,” Geskey said.
Emily Putnam, News10NBC: ”If a cannabis shop or dispensary or operation has a contract with a billboard company that extends, let’s say, six months or so into the future. Are they allowed to honor that contract throughout the duration of the contract, or will there come a point where they will have to remove their signage?”
Stephen Geskey, OCM: “We cannot treat all licensees with the same broad stroke. Because, you know, these contracts may vary and there’s also geographical differences.”
If a cannabis company does not remove its billboard, the Office of Cannabis Management is prepared to act.
“We are also at the same time building up a case to take more direct and aggressive action against the licensees of the business that, for whatever reason, refuse or fail to take down the billboards,” Geskey said.
Whether a sign is legal also depends on the size and location. The OCM defines a billboard as an outdoor sign that’s greater than 55 square feet, if it’s less than or equal to 100 yards from the location it’s advertising. Billboards are defined as greater than 16 square feet if they’re more than 100 yards away from the location.
The OCM said it currently has a list of a couple dozen complaints statewide about non-compliant billboards. If you see one that you think is not in compliance, you can report it here.
If you have a Good Question you’d like answered, send an email to [email protected].
Good Question: Why are there still cannabis billboards in Rochester if they’re banned? WHEC.com.
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