California Governor Gavin Newsom has signed Assembly Bill 2249, strengthening state laws against cannabis packaging, labeling, advertising, and marketing that appeal to children. Authored by Assemblymember Jacqui Irwin, the new legislation aims to protect young people by banning imagery such as cartoons, candies, and sweets on cannabis products.
The bill builds upon existing safeguards established by voters in Proposition 64 in 2016, which legalized adult-use cannabis while mandating child protection. Governor Newsom said, "When voters legalized adult-use cannabis, they also made clear that California must protect children and ensure cannabis products are sold in a tightly regulated marketplace. Today we are setting clearer, enforceable standards that protect kids, strengthen accountability, and give responsible businesses the certainty they need to follow the rules."
This legislation follows recommendations from the California State Auditor, which highlighted concerns about cannabis products marketed to children. Assemblymember Irwin noted, "Since the passage of Proposition 64, child cannabis poisonings have increased dramatically. These exposures are often driven by cannabis product packaging that uses features which are explicitly attractive to children, leading children to consume the products unintentionally."
AB 2249 provides clearer benchmarks for regulators to identify problematic packaging and restricts cartoon or overly stylized fruit imagery on edible cannabis and vape cartridge labeling, while allowing realistic fruit imagery for ingredient description. The Department of Cannabis Control (DCC) will develop resources to assist licensees with compliance. California continues its efforts to protect children, including actions taken in 2024 against intoxicating hemp products by issuing emergency regulations.