Here at Ethereal Gold Dispensary, we believe in advocating for a safe, responsible, and transparent cannabis market. That's why, on July 16, 2025, we were encouraged to see the Milwaukee Common Council take a crucial and necessary first step toward protecting our community. In response to recent safety concerns, the council has passed a new ordinance making it illegal to sell hemp-derived THC products to anyone under the age of 21.
A Direct Response to a Public Safety Failure
This new Milwaukee THC ordinance is a direct and welcome response to the deeply disturbing incident last year where two children were hospitalized after consuming high-potency, knockoff THC gummies. That event, which we covered extensively, exposed a dangerous regulatory gray area where irresponsible sellers could operate with impunity. This new age-gate is a common-sense measure that begins to close that gap.
A Recap of Our Stance: Our Previous Call to Action
Following the initial incident, we at Ethereal Gold Dispensary published our reaction, calling the situation a "preventable failure of responsibility". We were, and remain, appalled by the use of deceptive candy branding designed to appeal to children and the shocking lack of a legal age requirement for these intoxicating products.
In our previous blog, we outlined the non-negotiable standards we believe should be law:
"We find the practice of using knockoff candy branding to be predatory and utterly inexcusable. At Ethereal Gold Dispensary, we employ a robust, mandatory age-verification system for all online sales and in-person pickups. Every single customer must prove they are 21 years of age or older before a purchase can be completed. The most critical standard of all is full-panel lab testing."
We demanded action, and we are pleased to see the city of Milwaukee has taken this first important step.
Ethereal Gold Dispensary's Reaction to the New Ordinance
We applaud the Milwaukee Common Council and Alderwoman JoCasta Zamarripa for listening to the community's concerns and acting swiftly to implement this vital hemp age restriction. This ordinance codifies the absolute bare-minimum standard that all responsible retailers, including Ethereal Gold Dispensary, have been following from the very beginning. Protecting children from accessing adult-use products is a fundamental responsibility that we take with the utmost seriousness.
Why This is Only the First Step
While we celebrate this victory for public safety, it is critical to recognize that this is just the beginning. A city-level ordinance is a great start, but this issue requires comprehensive, statewide action from legislators in Madison.
Furthermore, an age-gate is only one piece of the consumer safety puzzle. The new ordinance addresses who can buy these products, but it does not address the safety of the products themselves. The next legislative steps must include:
- Mandatory Full-Panel Lab Testing: To verify potency and ensure products are free of contaminants.
- Strict Packaging & Labeling Laws: To ban the deceptive, knockoff branding that caused the initial incident and require clear warnings.
Our Continued Commitment to Leading by Example
Ethereal Gold Dispensary has never waited for laws to tell us to do the right thing. Our operational standards already exceed what this new ordinance requires. Our commitment to safety goes beyond the minimum legal requirements, encompassing everything from the sourcing of our ingredients to the lab testing of our final products and the age verification of our customers. We will continue to lead by example and advocate for these higher standards to be adopted statewide. We invite you to stay updated on our advocacy for cannabis safety as we continue this important work.
Progress is Possible
The new Milwaukee THC ordinance is proof that when communities and responsible businesses raise their voices, positive change can happen. It is a significant step in the right direction that will make our city safer. Now, we must maintain this momentum and push for comprehensive, statewide Wisconsin cannabis regulation that ensures a safe, transparent, and responsible market for all adults.
FAQ
What does the new Milwaukee ordinance do?
It makes it illegal for any retailer within the city of Milwaukee to sell hemp-derived THC products to any person under the age of 21.
Was it legal to sell THC products to kids in Milwaukee before this?
Shockingly, yes. Due to a gray area between federal hemp law and state/local statutes, there was no specific law preventing it, as highlighted in the initial news report.
Does this law apply outside of Milwaukee?
No, this is a city-level ordinance only. The issue of age restrictions for hemp-derived THC products still needs to be addressed at the state level in Wisconsin.
Does this new ordinance require lab testing for products?
No, this ordinance primarily focuses on the age of sale. This is why we continue to advocate for further legislation that includes mandatory lab testing and stricter packaging rules.
Has Ethereal Gold Dispensary always been 21+?
Yes, absolutely. We have always enforced a strict, mandatory 21+ age verification policy online and our self-service kiosks.
