Source: New York regulatory update summary via CannaContent
https://cannacontent.co/new-york-cannabis-marketing-law-amendment/
New York’s Cannabis Control Board (CCB) introduced meaningful updates to its cannabis marketing and advertising rules heading into 2026. For the first time since adult-use legalization, licensed retailers now have the ability to run promotions, build loyalty programs, and increase brand visibility through compliant advertising channels.
These changes create new opportunities for growth, opening the door for retailers and brands to leverage AIQ more deeply to drive sales and increase retention. They also introduce new operational and compliance responsibilities. Retailers will need tools that bring structure, accuracy, and real-time intelligence to the way they market, and that’s where AIQ plays a pivotal role.
Below is a breakdown of what has changed, what remains restricted, and how AIQ helps retailers operate confidently in this new environment.
Amendments to Part 129.3 now allow:
This is a major shift for New York operators who have been restricted from using traditional retail incentives. Under the updated rules, retailers can now encourage repeat visits, build loyalty, and create value-driven experiences, so long as promotions remain compliant and taxes are handled correctly.
How AIQ helps: AIQ provides the infrastructure needed to build compliant discount strategies and structured loyalty programs. Retailers can define earning rules, manage redemptions, segment audiences, and automate incentives using real transaction data. Every rule, workflow, and promotion remains transparent and auditable, ensuring retailers stay aligned with state requirements.
Retailers now have a wider set of advertising opportunities, including limited forms of signage and billboards. Advertisements must still include mandatory public-health messaging and must be demonstrably targeted to audiences 21 and older.
How AIQ helps: AIQ supports age-gated signup forms, compliant opt-in experiences, verified audience targeting, and controlled delivery channels across SMS, email, mobile apps, and ecommerce. Retailers can promote their stores while maintaining strict control over who receives their messaging.
While rules have become more flexible, several core restrictions continue to apply:
Compliance remains foundational despite increased marketing freedom.
The ability to offer rewards, incentives, and structured promotions allows retailers to compete more effectively with the illicit market. These strategies can increase visit frequency, basket size, and customer lifetime value, but only if executed with accuracy.
AIQ enables these strategies by:
With limited signage and advertising allowances, licensed shops can begin building brand visibility in ways that were previously restricted.
AIQ supports this shift through:
Incentives, discounts, and loyalty programs introduce financial and regulatory complexity. Retailers must be able to document how promotions were applied, how points were earned or redeemed, and how campaigns impacted revenue.
AIQ provides:
Retailers move from guesswork to precision.
The new regulatory environment creates more opportunities, but also demands more structure. AIQ gives retailers the platform needed to execute modern retail strategies with confidence.
New York’s updated cannabis marketing rules finally give retailers room to operate like modern businesses. But with new opportunity comes new responsibility. Compliance, accuracy, and data integrity matter more than ever.
AIQ provides the infrastructure retailers need to navigate this shift. From loyalty and promotions to compliant audience targeting and real-time reporting, AIQ helps New York operators build meaningful customer relationships, compete effectively, and grow responsibly under the state’s evolving regulatory landscape.
Discover our robust integration partners, including BioTrack, to start exploring the exciting opportunities available in your marketing today
