If your business sells, arranges, or provides travel services totaling over $300 to California consumers, you are highly likely required to register as a California Seller of Travel (CST) with the Attorney General’s Office.
Once registered, strict advertising rules apply to your entire digital presence. You must clearly and prominently display your CST registration number on your website, digital advertisements, and social media profiles.
The legally preferred format is to use the exact abbreviation “CST” followed immediately by your registration number (e.g., CST #1234567-80) to ensure it is not confused with a phone number or a different state’s registry.
Failing to prominently display your CST number is a violation of state law and signals to consumers and regulators that your business may be operating illegally.
