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Social media sites like Instagram are popular platforms for advertisers looking to target a massive user base of young people. One unintended consequence for app owner Meta Platforms Inc., though, is that’s also made the app an ideal vehicle for illegal marijuana sellers.

New York last week became the latest state to issue licenses to legally sell recreational cannabis, taking steps to regulate and tax an industry where a gray market of illicit storefronts has thrived. It aims to follow other states with legalized pot that have issued tight constraints on pot advertising akin to rules regarding alcohol and tobacco marketing — especially those targeting people under age 21.