ROCHESTER, N.Y. — The Office of Cannabis Management (OCM) in New York is proposing new regulations that would change how cannabis shops can advertise across the state. These regulations, which have passed but aren’t in effect quite yet, would prohibit cannabis advertisements on billboards.

Trent Paskins owns Happy Goat Dispensary, and likes to use billboards for advertising. He talked to News10NBC’s Chris Fortune about some of his concerns.

“Now we wait and find out what the OCM tells us next,” said Paskins. “We’ll leave our billboards up. We advertise until we find out that we can’t any longer.”

Paskins said the regulations are another way to restrict his business from growing in New York. But, he did mention the OCM has been helpful in navigating new rules.

The OCM responded to inquiries about the changes, stating that “regulations are expected to take effect in the coming weeks, and they’re in the process of being filed with the state register.”

“It’s nerve-wracking,” said Paskins. “This is how I advertise. This is how I get my company out to people and let them know where I’m located.”

The OCM’s executive director, Felicia Reid, said the advertising rules are among the most discussed components of the regulations.

“We want to talk about consumer health and safety and how cannabis is showing up in communities, as well as businesses who want to be able to advertise,” Reid said.

Cannabis shops already face restrictions on advertising on social media, too.

“What’s really interesting about cannabis is because on a lot of social media platforms we’re shadow banned — the word cannabis itself — so they don’t have the normal channels by which they can advertise,” the executive director said.

Paskins said his billboards help reach thousands of potential customers.

“We can advertise the billboards on interstates and major junctions, but if they take that away from us, then where do we go then?” he said.

Paskins told Chris around a dozen people visit his store daily, mentioning their appreciation for the billboards. He also said there is lobbying against the proposed regulations.

In addition to billboard restrictions, cannabis shops cannot place ads within 500 feet of an elementary school, secondary school, or community facility such as a rec center or playground.