The state that's home to the nation's largest pot market is launching an ad campaign to discourage consumers from shopping in unlicensed stores.
It's called "Get #weedwise."
Ads will be hitting phones, social media sites and billboards urging shoppers to check on a state website to verify that a shop is licensed before they make a purchase.
The ads make a simple argument: You don't know what you're getting if you buy illegal products.
One ad warns, "What's in your weed shouldn't be a mystery."
Broad legal sales kicked off in California last year. But the illegal market has continued to thrive, partly because consumers can avoid steep tax rates.