Industry Calls for Advertising Modernization, Seeks Protections Against Illicit Hemp Marketing

Industry representatives asked the committee to modernize advertising rules so licensed cannabis retailers can use the ordinary marketing tools available to other regulated sectors while preserving protections for youth. Ryan Dominguez, executive director of the Massachusetts Cannabis Coalition, urged legislative language to explicitly allow cannabis licensees to advertise sales, discounts and customer‑loyalty programs within stores, via websites and through age‑verified email campaigns. “Please do not conflate our highly regulated industry with those operating through a loophole and without oversight,” Dominguez told legislators, asking for statutory language that preserves youth protections while letting retailers operate like other regulated businesses. Industry witnesses said illicit hemp and out‑of‑state vendors currently exploit loopholes on social platforms and sell products that appeal to children; they asked the committee to couple modernization with enforcement against unregulated actors. The Cannabis Advisory Board had recommended similar updates, witnesses said, but the CCC determined statutory change was necessary. Why it matters: Backers said allowing verified, adult‑only marketing tools helps small retailers control inventory, run loyalty programs and compete with illicit sellers while keeping public‑health protections. Legislators asked about verification, consumer data retention, and whether modernization would increase youth exposure; industry representatives said robust age verification at point of contact and limiting consumer‑facing ads to verified adult channels would mitigate those risks. Ending: Industry groups asked for clear statutory language so the CCC can promulgate consistent rules, and they requested the committee coordinate enforcement strategies targeting illicit hemp vendors that use platforms frequented by minors.