New Cannabis Advertising Rules in Washington: What Every Retailer Should Know

Washington’s cannabis advertising law just received a significant overhaul. Here’s what changed, what it means for your store, and what you may need to update.

The short version:

Washington passed ESB 5206, which took effect January 1, 2026, and the Washington State Liquor and Cannabis Board (LCB) finalized its implementing rules on June 3, 2026 (effective July 4, 2026). Together, these changes expand some advertising opportunities for licensed cannabis retailers.

Most notably, allowing more signs on your building and clarifying rules around trade name signs, while keeping restrictions on content and placement near schools, parks, and youth-oriented venues.

If you haven’t reviewed your signage and storefront advertising since 2024, now is the time.

Why The Change

Cannabis advertising in Washington has long been governed by RCW 69.50.369 and WAC 314-55-155. These rules set limits on where cannabis businesses can advertise, what signs they can display, and what content is allowed or prohibited. The prior rules dated primarily from the early years of legalization and had not kept pace with how the industry had grown.

 

What Changed

1. More advertising signs on your building

This is the biggest practical change for retailers. Under the old rules, you were allowed two exterior advertising signs on your building’s main entrance side. Under the new law, that number increases to four.

Before (pre-2026)

Two signs permitted on the main entrance side of the building, each no larger than 1,600 square inches. Had to be permanently affixed to the building or another structure.

 After (ESB 5206 / WAC amended)

Four signs permitted on the main entrance side, each no larger than 1,600 square inches. Signs can be affixed to the building or hanging in the windows on that side.

 

Practical note on measurement:

The LCB clarified that the 1,600 square inch limit applies to the physical size of the sign itself, measured by its perimeter. It does not mean just the portion of the sign that contains text or a logo. If your sign is 40” × 40”, that’s 1,600 square inches of sign, regardless of how much of it has a printed design.

2. Window signage now explicitly allowed

Previously, the rules required signs to be “permanently affixed” to a building or structure. The amendments now explicitly allow advertising signs that are hanging in the windows of the licensed location, but only on the side of the building with the main entrance.

This is a meaningful clarification for retailers who want to use window displays as part of their exterior presence.

3. Trade name signs: more detail, more clarity

In addition to the four advertising signs, licensed retailers may still use up to two trade name signs. These are signs that display only your business name (exactly as it appears on your LCB license). The new rules and the LCB’s rulemaking added some important clarifications:

  • Logos and artwork allowed: Trade name signs may now include your business logo or artwork — as long as the logo does not depict cannabis plants or cannabis products.
  • No product names or depictions: A trade name sign cannot include product brand names or artistic depictions of cannabis products.
  • Double-sided signs: One of the two trade name signs may be a double-sided sign (like a pylon or monolith sign with identical content on each side).
  • Local enforcement: Size limits and placement for trade name signs and billboards are regulated and enforced by your city, town, or county — not the LCB.

Logo question resolved:

During the public comment process, an attorney and a public health official both raised questions about whether logos and artwork were permitted on trade name signs. The LCB confirmed that logos and artwork are allowed if they do not depict cannabis plants or cannabis products. This was clarified in both the trade name sign definition (WAC 314-55-155(1)(d)) and the sign content rules (WAC 314-55-155(4)(b)).

4. Small informational signs: not advertising

Signs smaller than 512 square inches that contain no brand names, trade names, or cannabis product imagery — and that only communicate basic operational information — are not considered advertising under the rules. This applies to signs indicating:

  • Hours of operation
  • Whether the business is open or closed
  • The presence of an ATM
  • The word “welcome”
  • Required legal notices
  • Community notices (such as food drives or toy drives)

The LCB specifically addressed a question about whether “community notices” could be used to promote events for people under 21. The LCB’s position: because the statute added “community notices” without restriction, general community notices like a canned food drive would likely be permissible. The LCB declined to further restrict this category at this time.

What Stayed the Same

Several rules remain in place or were reorganized and renumbered.

The 1,000-foot buffer zone

No cannabis advertising may be placed within 1,000 feet of a school, playground, recreation center, child care center, public park, library, or a game arcade that admits persons under 21. (The statute was updated to clarify the game arcade rule applies to those that “allow admittance of persons under the age of 21,” rather than the older phrasing.) Of course, local jurisdictions can, and have, reduced these buffer zones to as little as 100 feet, except in the case of schools.

Content restrictions

Regardless of medium or format, cannabis advertising may not portray alcohol or its use, tobacco or nicotine, or any association with motor vehicles. Advertising must not use imagery or characters likely to appeal to persons under 21, and may not feature commercial mascots (people in costume, inflatable tube displays, or persons spinning signs) outside and in proximity to the licensed premises.

Age disclosure requirement

Every advertisement for a cannabis business or cannabis products, in any format, must include text stating that only persons 21 years of age or older may purchase or possess cannabis. Trade name signs are exempt. The text must be of a “reasonable size to be easily read.”

No below-cost advertising

A cannabis retailer may not advertise, offer for sale, or sell cannabis at below the retailer’s acquisition cost. An exception exists for products designated for qualifying medical cannabis patients.

Billboards

Billboards are limited to identifying the business name, nature of the business, and providing directional information. Billboards visible from streets or highways are prohibited unless they meet these narrow criteria. Outdoor advertising is also prohibited at arenas, stadiums, shopping malls, state-allocated fairs, farmers markets, and game arcades, unless in an area classified by the LCB as off-limits to persons under 21.

No transit advertising

Advertising on or in vehicles, or at bus stops, taxi stands, airports, train stations, or similar transit-related locations, remains prohibited.

No out-of-state targeting

Cannabis retailers may not engage in advertising or marketing specifically targeting people who reside outside of Washington State.

New Definitions to Know

The amended statute formally defined several terms that were previously defined only in administrative rules or not defined at all. These statutory definitions now control interpretation:

  • Commercial mascot: A live human being, animal, or mechanical device used to attract the attention of motorists and passersby to make them aware of cannabis products or a cannabis business. This includes inflatable tube displays, persons in costume, and persons wearing, holding, or spinning a sign with a cannabis-related message.
  • Trade name: The name as it appears on the license issued to the licensee.
  • Transit advertisements: Advertising on or within private or public vehicles, and all advertisements placed at, on, or within any bus stop, taxi stand, transportation waiting area, train station, airport, or similar transit-related location.

A Practical Checklist for Retailers

Based on these changes, here are the concrete things you should review at your location:

  • Count your exterior signs. You can now have up to four advertising signs (plus up to two trade name signs) on the main entrance side of your building. If you’ve been operating with only two, you now have the option to add more.
  • Measure your signs. Each advertising sign must be 1,600 square inches or less, measured by the physical perimeter of the sign; not just the area containing your logo or text.
  • Check your window displays. Window signs facing the street now explicitly count as advertising and are subject to all size and content rules. Make sure anything visible from the sidewalk or street complies.
  • Review your trade name signs. Logos and artwork are allowed on trade name signs as long as they don’t show cannabis plants or cannabis products.
  • Confirm your age-disclosure language. Every advertisement (other than trade name signs) must clearly state that only persons 21 and older may purchase or possess cannabis. Review digital ads, print materials, and signage for compliance.
  • Check for prohibited content. Scan all of your advertising (interior and exterior) for any images or references to alcohol, tobacco, motor vehicles, or content that could be considered appealing to minors.
  • Note the enforcement structure. Fines start at $1,000 per violation while the LCB develops its full penalty schedule. Rules also allow for escalating penalties including suspension or revocation of your license for repeat violations.
  • Check with your city or county. Size limits and placement for trade name signs and billboards are enforced by your local jurisdiction, not just the LCB. Your city, town, or county may have more restrictive rules, and the LCB’s rules defer to local authority on those matters.

 

Questions about your compliance?

These rule changes require a careful review of your current signage, advertising materials, and promotional practices. Every location is different, and the interaction between LCB rules and your local city or county regulations adds another layer of complexity.

Our office advises cannabis retailers on licensing, advertising compliance, and regulatory matters under Washington State law. We’re happy to review your specific situation and help you understand what, if anything, needs to change.

Contact our office for a consultation →  office@gleamlaw.com

 

Sources: Engrossed Senate Bill 5206, Chapter 378, Laws of 2025 (amending RCW 69.50.369); Washington State Liquor and Cannabis Board Rule-Making Order WSR 26-12-082, filed June 3, 2026 (amending WAC 314-55-155); LCB Concise Explanatory Statement dated June 3, 2026.

 

This post is for informational purposes and does not constitute legal advice.