The Garden State has a new, decidedly danker plant in its greenhouses — but legal cannabis isn’t new to Jersey. In fact, the journey to legalization was a marathon, not a sprint. 

Medical cannabis was legalized in the state in 2010 just before Republican Gov. Chris Christie took over the Statehouse. The program was among the country’s most restrictive, however, until a term-limited Christie, who harbors prohibitionist leanings, left office and Democrat Phil Murphy took over, expanding the program dramatically. 

Is Cannabis Legal in New Jersey?

New Jersey citizens voted to amend the state constitution and legalize regulated sales of adult-use cannabis in the 2020 election — and it wasn’t even close: 67% of voters said “yes.” The amendment went into effect in 2021 and retail sales began more than a year later in April 2022. 

Since then, the number of permitted cannabis businesses has been growing steadily. At present, there are 25 medicinal and 16 adult-use cannabis businesses operating across New Jersey, according to the state. The market, which sold $182.4 million of cannabis products in 2022 and is forecast by some estimates to soon be worth more than $2 billion, is dominated by multistate operators with names you’ll recognize like Acreage, Columbia Care, Curaleaf and TerrAscend—and not without controversy. But even the big guys need to market their product and stand out from the crowd. Let’s find out how it’s done.

Is it Legal to Market Cannabis in New Jersey?

Cannabis marketing isn't a free-for-all in any of the legal states, and New Jersey is no exception. But its rules rhyme with the laws imposed in other states like Colorado, Oklahoma and even super-strict Florida. Most are common sense.

The state’s Cannabis Regulatory Commission has established clear regulations to ensure businesses don't overstep. Here are some of the highlights:

• No False or misleading advertising: Businesses must market cannabis in a manner that is honest and straightforward. No claims of curative effects or promoting overconsumption are allowed.
• Strict placement rules: Cannabusinesses cannot advertise their product within 2,500 feet of school property, on public transit vehicles or shelters, on publicly owned property or in media primarily targeted at persons under 21 years of age. 
• Television and radio ads for any cannabis items, including paraphernalia, are prohibited between 6 a.m. and 10 p.m.
• No unsolicited Advertising: Pop-up advertisements, unsolicited emails or unsolicited text messages are a no-go in New Jersey.
• Respect trademark rules: Cannabis companies must ensure their logos, slogans or other distinctive signs don't confuse consumers by resembling another business's trademark. Also, they can't use trademarks registered for tobacco products or alcoholic beverages.
• No health or medical claims: Businesses must steer clear of making any health or medical claims about their cannabis products in advertising or marketing materials.
• Required warnings: Every marketing material must include specific warnings, including that the product is intended for use by adults 21 years or older and may impair the ability to drive or operate machinery.

And, of course, cannabis advertising restrictions protect teens, tweens and kids by forbidding depictions of objects like “toys, characters or cartoon characters suggesting the presence of a person under 21 years of age.”

How to Legally Market Cannabis Brands in New Jersey

Despite these regulations, cannabis businesses have plenty of ways to effectively market their brands, stores and products. They can leverage owned media and content marketing channels such as blogs, websites and newsletters. Opt-in programs like text message lists are also on the table. Businesses must, however, ensure that every piece of content complies with the regulations set by the CRC.

Other options simply consist of common-sense brand development: Develop a clear and consistent brand identity that reflects the company’s mission, vision, values and personality. Advertise on online platforms that cater to cannabis consumers. Think: podcasts, blogs and alternative weeklies. Networking and event sponsorships never hurt either.

Dispensary Marketing in New Jersey

Cannabis advertising regulations may seem daunting, but businesses are finding ways to thrive in this new market. They're using creative cannabis marketing strategies to reach customers and solidify their brand recognition:

Catchy slogans without making medical claims, unique logos and business partnerships with like-minded organizations like food trucks, yoga studios and wellness studios to trade discounts or coupons are all options that fit within the Garden State’s regulatory framework.

Event marketing is another powerful tool in the dispensary's arsenal. Throughout the year, businesses can host promotions, special events and informational sessions to attract customers. These events allow businesses to educate consumers about cannabis while also promoting their brands.

Cannabis Brand Marketing in New Jersey

So, how are New Jersey's cannabis businesses distinguishing themselves? Sophisticated MSOs dominate the landscape and it's all about demonstrating knowledge, compliance and commitment to the customer. Companies are focusing on quality and safety, often leveraging these values to differentiate themselves in the market. Gorgeous websites don’t hurt.

Some businesses — as in all legal states — are finding success by specializing in specific products or strains, carving out niches in the growing marketplace. The savvy use of social media platforms to engage with their target audience and the promotion of educational content are also playing a crucial role in defining a brand's identity and appeal.

There’s a reason we keep pointing back to Earth & Ivy in this section. The retailer is the only independent standalone adult-use dispensary in New Jersey; and its ownership, including a Black woman, is said to be the youngest in the nation. And they’re leveraging that status for earned media and buzz.

Top 10 Cannabis Brands in New Jersey

With such a nascent market dominated by national and international players — and only 16 adult-use retailers from which to pick — it’s tough to choose a top 10. With one exception, this list is primarily based on the number of dispensaries operating in New Jersey.