In Colorado, cannabis companies are under strict marketing laws. However, some have started to think outside the box- starting to sponsor state highways (which puts their name on the road signs). Nico Pento, Government Affairs Director for Terrapin Care Station, explained, “The rules governing highways signs are in a different section than rules governing the cannabis industry. The highway signs were a loophole that was overlooked.”
Harsha Gangadharbatla, an Associate Professor of Advertising at the University of Colorado at Boulder, spoke on the road signs, explaining, “They’re a different kind of signage on the side of the road. They tend to stick out a little bit more than billboards, so consumers do pay a little bit more attention to anything that’s novel or different from the formats they’re used to.”
We have high hopes for clean roads!