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In states where cannabis is legal, local governments designated dispensaries as an essential service when COVID-19 hit.

In lockstep with the lockdowns, cannabis ad compliance startup Fyllo saw an almost immediate increase in ad demand as dispensaries clamored to make sure people knew that they were open for business.

But cannabis advertising is a challenging space with a patchwork of regulations that can make your head spin, says Nicole Cosby, Fyllo’s chief data and compliance officer. In some cases, what’s legal at the state level – say CBD gummies or infused lotions – isn’t legal in a certain county or even a certain city within that same state. And forget about crossing state lines.

For example, if a new dispensary is opening in Michigan just across the state line from Illinois, you can’t target Illinois consumers to let them know it’s there.