ALBANY, N.Y. — The New York State Office of Cannabis Management (OCM) announced Monday the updated Packaging, Labeling, Marketing, and Advertising (PLMA) regulations have been published in the State Register and are now in effect.

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OCM says the revisions provide improvements for the cannabis industry, like expanded marketing flexibility, clearer signage rules, and the authorization of rewards and loyalty programs.

Jessica Garcia, Chair, New York State Cannabis Control Board says, “This regulatory package delivers what licensees have asked for: clearer rules, more flexibility, and a more consistent framework across the supply chain.” She added, “By improving marketing options and resolving long-standing ambiguities, we are giving operators a stronger foundation to succeed — while ensuring regulations remain protective, transparent, and easy to follow.”

Regulatory updates:

• Clarified rules on outdoor signage, including removal of the previous two-sign limit
• Clearer guidelines for promotions and discounts
• Updated advertising audience thresholds
• Modernized packaging and labeling standards with a six-month transition period

The regulations also clarify the definition of billboards and outlines that billboard advertising remains prohibited in New York. Licensees that currently have billboards in place will need to coordinate their removal and have until February 24, 2026, to take down billboards and any other prohibited signage.

Provisions that will take effect six months from the publication date:

• Retail packaging standards
• Exit packaging requirements
• Packaging prohibitions
• Required display panel information
• Required retail package & marketing layer elements
• Updated warning statements