With recreational marijuana soon to be legal in California, state lawmakers are looking to impose advertising restrictions on the industry.

Senate Bill 663 would prohibit retailers from packaging products in transparent material or colorful designs that would be attractive to minors. The measure includes a list of characteristics that would automatically be deemed “attractive to children,” including the use of a name or a design feature that resembles “a candy, snack food, baked good, or beverage commercially sold without cannabis” as well as the use of a name or slogan that would reasonably appeal primarily to a minor.

Also on the list: the display of a cartoon, logo or design feature that would reasonably make the package or label appeal to a person under the age of 21, and the display of a “statement, artwork, or design that could reasonably mislead a natural person under 21 years of age to believe that the package contains anything other than cannabis or cannabis products.”

The bill, which states that the list is not exhaustive, vests oversight responsibility with the Department of Consumer Affairs.

In April, the Senate approved the bill and sent it to the Assembly, where it underwent some tweaks in committee. On July 17, the Assembly passed the measure in a unanimous vote and sent it back to the Senate for approval.

To read Senate Bill 663, click here.

Why it matters: Recreational marijuana will become legal in California in January 2018, and lawmakers will spend the next several months trying to establish a framework for the industry, including regulation of advertising. State Sen. Jim Nielsen (R-4th District), who sponsored Senate Bill 663, said in a statement that his intent was to protect children, who are “susceptible to commercials and advertisements” and are “most at risk to its exposure with edibles like brownies, cookies and candies.”