Ohio Finally Allows Cannabis Ads to Look “Recreational,” Immediately Panics About What That Means

COLUMBUS, OH - After years of insisting cannabis marketing resemble a hospital pamphlet written by a risk-averse insurance adjuster, Ohio regulators have officially announced that cannabis advertising may now look “recreational.”

To celebrate, every brand immediately asked the same question:

“So… can we use colors?”

The answer, according to the state, is

“yes, but only the sad ones.”

From “Medical Only” to “Recreational (But Don’t Enjoy It)”

For nearly a decade, Ohio cannabis ads were required to look like they were designed in Microsoft Word by someone afraid of fonts.

No smiling. 

No lifestyle. 

No fun. 

No vibes. 

No humans having a good time.

If your ad didn’t feel appropriate for a waiting room with outdated magazines and a fish tank, regulators got nervous.

But now, under Ohio’s adult-use framework, the state has graciously acknowledged that cannabis is no longer just for patients, it’s also for adults who would like to feel something other than despair.

Huge win.

In theory.

What Changed (According to Ohio)

Officials now say cannabis marketing can appear “recreational” rather than strictly “medical.”

This has been widely interpreted by brands as:

• We can stop pretending every product is for back pain

• We can show adults who look like they’ve met cannabis before

• We can stop using stock photos of middle-aged white couples holding yoga mats

Ohio regulators, however, define “recreational” a little differently.

What Ohio Means by “Recreational”

After reviewing updated guidance, compliance memos, and the general emotional vibe of the state, “recreational” in Ohio currently means:

• You may show a human being, as long as they are not visibly enjoying themselves

• You may use lifestyle imagery, as long as it looks like a LinkedIn headshot

• You may reference adult use, but not adult joy

• You may acknowledge cannabis is fun, but only academically

One compliance consultant summarized it best: “Think ‘recreational,’ but imagine your parents are watching.”

Regulators Still Terrified of the Following

Despite the update, Ohio remains deeply afraid of:

• Colors brighter than beige

• Any design element that could be described as “cool”

• Music

• Humor

• Anything that might suggest cannabis is consumed by people who don’t stretch first

Billboards? Still basically illegal. 

Broadcast ads? Absolutely not. 

Anything visible to someone under 21? Straight to jail.

Ohio wants recreational cannabis marketing the way it wants fireworks: Legal on paper, suspicious in practice, and preferably done quietly behind a barn.

Brands Immediately Overcorrect

Within hours of the “recreational allowed” chatter, Ohio dispensaries rushed to update their creative:

• Same white background

• Same sans-serif font

• Same product shot

• Now with… a slightly looser smile

Some brands even tried something bold, like adding a gradient.

They are no longer with us.

Industry Consensus

Operators across the state agree on one thing:

Ohio has officially moved from “medical cosplay” to “recreational cosplay.”

You don’t have to pretend it’s medicine anymore, but you still have to pretend it’s not fun.

Progress.

The Boof Take

Ohio didn’t legalize recreational cannabis marketing. Ohio legalized acknowledging, quietly, that cannabis might be recreational, provided you don’t show it, imply it, or make it look appealing.

It’s less “Colorado” and more: “You may enjoy this, but please don’t let us catch you enjoying it.”

Which is perfect. Because nothing screams Midwestern adult-use freedom like being told you can finally loosen up, as long as you don’t loosen up too much.