California, the trailblazer in legalizing medical cannabis in 1996 and later adopting adult-use legislation, currently boasts the world’s largest cannabis market. As the cannabis industry becomes more integral to the state’s fabric, the California Department of Cannabis Control (DCC) conducted a survey, part of the Real California Cannabis Campaign, aiming to aid consumers in locating licensed dispensaries.
FM3 Research, working on behalf of the DCC, interviewed over 1,000 California adults for this survey.
Key findings include:
- Proposition 64 Impact: 62% of Californians believe that Proposition 64, which legalized recreational cannabis, has had a positive impact on the state. This indicates an increase in support over time since the initiative was initially passed with 57% voter support.
- Legal Market Support: 86% of Californian adults deem it important to purchase cannabis from the legal market, with 72% feeling consumers have a responsibility to verify purchases from licensed retailers.
- Illicit Market Challenges: Despite California having the world’s largest legal cannabis economy, illicit sales remain prevalent. A 2022 Reason Foundation report suggests that about two-thirds of total cannabis sales in the state still come from the illegal market.
- Enforcement Progress: The California Unified Cannabis Enforcement Taskforce (UCETF) seized over $312 million in illegal cannabis, eradicated 317,834 cannabis plants, and served 188 search warrants in 2023. While illicit operations persist, UCETF, consisting of over 20 state agencies and departments, shows progress in dismantling illegal cannabis activity.
- Education Gaps: The survey highlights education gaps among Californians regarding the legal cannabis market. 85% of respondents in areas where retail cannabis is prohibited either mistakenly believed it was allowed or were unaware of local laws.
DCC Director Nicole Elliot emphasizes the importance of education and enforcement for a well-regulated cannabis market. The Real California Cannabis campaign aims to provide consumers with information enabling informed decisions and supporting efforts to disrupt the illegal market.
However, the survey also reveals challenges in identifying licensed cannabis businesses, with 44% finding it easy and 42% finding it difficult. Despite these challenges, 88% of respondents who consumed cannabis expressed a preference for purchasing it from a licensed retailer, and 56% reported using cannabis.
Photo by: Jessica Lewis 🦋 thepaintedsquare
