CANNABIS ADVERTISING: oFFICIAL RULES & RESTRICTIONS (2023)
YOUR OFFICIAL GUIDE To CANNABIS ADS IN 2023
Navigating YOUR cANNABIS MARKETING STRATEGY on social media can feel like trying to roll a joint blindfolded. OUR CANNABIS MARKETING AGENCY HAS NAVIGATED THESE CHOPPY WATERS FOR HUNDREDS Of CANNABIS SOCIAL MEDIA ACCOUNTS. WE HAVE PUT OUR EXPERIENCE AND LEARNINGS into THIS GUIDE TO HELP NAVIGATE each platform's CANNABIS advertising policies. While the regulations may have us feeling a bit twisted, there's still SOME hope AS LONG AS YOU GET CREATIVE AND FOLLOW EaCH PlATFORMS GUIDELINES.
A LOOK AT THE NUMBERS
87% of cannabis BRANDS encounter challenges in running paid advertisements on social media platforms.
Only 13% of businesses in the cannabis industry successfully navigate advertising restrictions on social media.
Social media platforms periodically update their advertising policies, requiring businesses in the cannabis industry to stay vigilant and adapt their marketing strategies accordingly.
1.3 billion IS THE Estimated number of cannabis-related social media posts & interactions in 2022,
88% Percent of cannabis bRANDS report that social media marketing is a crucial component of their strategy.
83% Percent of consumers are more likely to trust a brand that engages with them on social media.
Nearly half of CANNABIS BRANDS allocate more than 30% of their marketing budgets to social media and influencerS
OVER 65% OF ADS are rejected due to violations of CANNABIS policies and regulations.
1) Twitter
Twitter announced it will be relaxing its policies for cannabis advertising, including THC & other cannabinoids. This marks the first major social platform to permit paid advertising to directly promote CANNABIS products. Twitter says the relaxed policy will create more opportunities for responsible cannabis marketing.
KEY TIPS FOR STAYING COMPLIANT
must be credibly licensed and GET pre-approved by Twitter to run Cannabis campaigns
only target geographical locations where cannabis products can be legally bought and sold online
All applicable laws, rules, regulations, and Twitter advertising guidelines must be followed
Ads cannot be targeted at users under 21 years of age
Messaging cannot include any false or misleading statements
Cannabis use cannot depicted in the ads
Ads cannot encourage transporting products across state lines
ads can’t promote the sale of cannabis, unless for topical, non-ingestible, OR hemp CBD products with less than 0.3% THC.
ads can’t use any character, sports person, celebrity or image/icon that might appeal to minors;
there can’t be claims of health benefits, nor any false or misleading claim.
2) Snapchat
Snapchat is the least restrictive platform regarding cannabis, unfortunately IT still has restrictions around it. Despite THEM stating they “allow some limited ads for cannabis”, advertising CANNABIS on the platform is still prohibited. SNAP maintains a prohibition on actual CANNABIS ADS, However, when it comes to hemp-derived CBD products, SnapS policies become more FRIENDLY. AdS featuring CBD products without THC are permitted, as long as they target users who are 18 years old or above.
current state of cannabis adS on Snapchat
approximately 68% of cannabis brands reported experiencing challenges and restrictions when attempting to advertise on social media platforms like Snapchat.
In a survey conducted among Snapchat users in 2022, it was found that 42% of respondents were aware of cannabis-related advertisements on the platform.
Legalization efforts have had an impact on cannabis advertising, with statistics showing a 127% increase in cannabis-related advertising spending on Snapchat from 2019 to 2021.
3) Tik Tok
SOME MIGHT THINK TikTok WOULD be more lenient here given their demographic, HOWEVER cannabis targeting is currently prohibited on the platform. topical CBD HOWEVER is permitted, According to TikTok’s Drugs and Drug Paraphernalia Policy,
creatives & landing pages must refrain from promoting
Illegal drugs
Controlled drugs
Prescription drug abuse
Recreational drug use
Drug paraphernalia and accessories
4) GOOGLE
Google adopts a strict “just say no” policy when it comes to CANNABIS marketing. There are no explicitly stated restrictions against targeting keywords related to these terms, but any ad copy or landing page that features this subject matter will be heavily scrutinized, regulated AND USUALLY REMOVED.
Trying to game the Google Ads system is not advised. In general, this can TYPICALLY lead to a poor user experience and can fall under Google’s Circumventing Systems policy. Depending on the nature of the offense, this can potentially lead to your Ads account being suspended or terminated, which is not worth the risk.
Content & Targeting Restrictions
Prohibited Content: GOOGLE RESTRICTS THE USE OF CANNABIS-RELATED TERMS IN AD TEXT, KEYWORDS, AND LANDING PAGES. Advertising cannabis products must comply with Google's content policies. This typically means avoiding content that promotes illegal activities, explicit drug use, or excessive consumption.
Age Restrictions: Advertisements for cannabis products should comply with age restrictions to ensure they are only shown to audiences of legal age. This may involve using age-gating mechanisms or targeting methods to reach the appropriate audience.
Geographic Targeting: Advertisers must ensure that their campaigns adhere to geographic targeting restrictions. In regions where cannabis advertising is prohibited, targeting ads to those areas would be a violation of the regulations.
Ad Review Process
Ad Approval: All cannabis-related ads submitted to Google undergo a review process to ensure compliance with their policies. Ads that violate the policies will be disapproved.
Disclaimers: Advertisers may be required to include appropriate disclaimers and disclosures in their ads, such as health and safety warnings or regulatory compliance statements.
5) INSTAGRAM
Instagram haS become A NECESSITY for cannabis BRANDS lOoKING tO GET oUT THeRe. However, due to the legal complexities surrounding cannabis, there are specific laws and restrictions when it comes to featuring cannabis on Instagram. Instagram has community guidelines that set the standards for content shared on the platform. uNFORTUNATELY THE RULES ARE STILL VERY MUCH IN THE GREY AREA AND HARD TO NAVIGATE. It is important to comply with these guidelines to avoid penalties or ACCOUNT removal.
95% of cannabis BRANDS HAVE encounter advertising restrictions on Instagram.
LESS THAN 10% of cannabis businesses find creative ways to advertise effectively.
Hashtags related to cannabis or marijuana are often flagged or blocked on Instagram.
It is prohibited to sell or promote cannabis products, including cannabis, cannabis-infused products, TOPICAL CBD, AND INGESTIBLE HEMP PRODUCTS, anD CBD PRODUCTS (HEMP SEEDS, INGESTIBLE CBD, ETC.).
PARAPHERNALIA LIKE BONGS, ROLLING PAPERS, AND VAPORIZERS MAY ALSO NOT BE INCLUDED IN YOUR CANNABIS MARKETING EFFORTS.
LANGUAGE that should be avoided
Displaying CANNABIS product prices or price lists
Making direct solicitations to purchase products or place orders
Providing information on cultivating or selling cannabis
Making medical claims about the benefits of cannabis
ADVERTISING LOCATIONS & WEBSITES THAT CONTAIN PRODUCTS FOR SALE
Extending invitations to contact the client's business for cannabis purchases
USING HASHTAGS & LANGUAGE THAT INSINUATES BUYING & SELLING
HASHTAGS TO AVOID
#Marijuana
#Weed
#Cannabis
#420
#GetHigh
#StonerLife
#Bud
#Pot
#Dank
#Joint
6) Facebook
Facebook implements rigorous advertising limitations for cannabis brands due to its policies surrounding drugs and drug-related products, making it challenging to promote products or services on the platform. these limitations ARE primarily driven by compliance with federal laws, which still classify cannabis as an illegal substance in many jurisdictions.
Cannabis brands are prohibited from directly promoting their products, including organic posts and paid advertisements WHICH limitS their ability to reach potential customers. HoWever, ancillary services and non-cannabis-related aspects of the industry may have leeway in advertising services like consulting, legal advice, or technology solutions that DO NOT directly promotE the sale or use of cannabis productS.
RESTRICTIONS includE THE FOLLOWING
THC (Tetrahydrocannabinol) products that contain related psychoactive components
CBD (Cannabidiol) products or similar cannabinoid products such as CBG (Cannabigerol)
drug paraphernalia like bongs, rolling papers, and vaporizers may not be FEATURED.
ADS THAT PROMOTE NON-INGESTIBLE PRODUCTS SUCH AS TOPICAL HEMP OIL ARE CURRENTLY ALLOWED.
CONTENT THAT SHOULD BE AVOIDED
Don’t say that a service or product is for sale, for trade, or available for delivery.
Don’t provide pricing information OR ask users to purchase a product.
Don’t urge readers to contact your business regarding a product.
Don’t use images that depict the sale of cannabis or cannabis products.
Don’t post instructions for growing, selling, or consuming cannabis.
Don’t make any medical or health claims.
7) YOUTUBE
YOUTUBE PROHIBITS THE PROMOTION, SALE, OR USE OF CANNABIS AND RELATED PRODUCTS. CONTENT THAT SHOWCASES CANNABIS CONSUMPTION, DRUG PARAPHERNALIA, DISPENSARY PROMOTION OR OTHER PROMOTION OF CANNABIS BUSINESSES.
Earlier this year, YouTube updated its ad guidelines, signaling it would allow “expanded monetization” on videos that include explicit drug-related content, which until recently weren’t allowed to include ads at all. With three broad NEW ad tiers—“Always allowed”; “Requiring advertiser opt-in”; and “Never allowed” ROLLING OUT SHOULD MAKE THINGS INTERESTING.
considerations when running cannabis ads
DO NOT INCLUDE Suggestions of health or medical benefits
DO NOT INCLUDE Elements that could appeal to children, such as cartoon characters
DO NOT MAKE Statements that could be construed as false or misleading, including those about competitors’ products
DO NOT SHOW Scenes of product consumption
DO NOT MENTION Pricing, potency statements, or promotional offers
All video ads for cannabis-infused products must state “For Adult Use Only.”
dispensaries operating in Alaska, Arkansas, California, Maryland, Massachusetts, Nevada, Ohio, Oregon, and Washington must include state-specific disclaimers in their videos.
Florida currently requires ad creative to be submitted for state review.
8) LinkedIn
LINKEDIN PROHIBITS THE PROMOTION, SALE, OR USE OF CANNABIS AND RELATED PRODUCTS THAT ARE ILLEGAL UNDER APPLICABLE LAWS. CONTENT DIRECTLY PROMOTING THE SALE OR USE OF CANNABIS, CANNABIS-INFUSED PRODUCTS, OR OTHER RELATED SUBSTANCES IS NOT ALLOWED. LINKEDIN RESTRICTS ADVERTISING OF CANNABIS-RELATED PRODUCTS AND SERVICES. ADVERTISEMENTS RELATED TO THE SALE, PROMOTION, OR DISTRIBUTION OF CANNABIS OR CANNABIS-DERIVED PRODUCTS ARE GENERALLY PROHIBITED.
According to LinkedIn’s community guidelines that apply to cannabis, “The services (LinkedIn) should not be used for illegal activities, promoting illegal products or to violate the rights of others. This essentially means that as long as you’re not selling it on LinkedIn, you’re in the clear.
On top of this, CANnABIS BRANDS can even advertise on LinkedIn. LinkedIn’s advertising policies are less strict than other social media platforms when it comes to cannabis, stating “Ads related to illegal, prescription, over-the-counter, or recreational drugs are prohibited.”
78% of cannabis-related businesses face advertising restrictions on LinkedIn.
LinkedIn has specific guidelines that prohibit the promotion of cannabis products or related services.
Only 22% of cannabis businesses are able to navigate LinkedIn's restrictions and advertise successfully.
LinkedIn strictly prohibits the sale, distribution, or use of illegal drugs, including cannabis.
some cannabis businesses leverage LinkedIn for educational content and thought leadership within the industry.
WHAT IS a SHADOWBAN?
Shadowbanning IS a term that has gained prominence in the realm of social media. ThiS TeRM refers to the covert suppression of content, limiting its visibility and reach. Platforms implement shadowbanning to enforce guidelines and restrict content that violates their policies.
In the case of cannabis-related content, SOCIAL MEDIA platforms often prohibit the promotion of illegal substances, explicit drug-related content, and require compliance with local laws and regulations. The effects of cannabis shadowbanning CREATE ADDITIONAL PROBLEMS FOR ALREADY STRUGGLING CANNABIS BRANDS.
Cannabis-related posts experience decreased visibility and reach, with limited engagement and interactions. GROWING YOUR ACCOUT ORGANICALLY IS PRACTICALLY IMPOSSIBLE IN 2023. Platforms may remove cannabis-related hashtags or block posts containing them, impeding the exposure of such content AND YOU WILL witness a decline in followers or slowed growth ON YOUR ACCOUNT.
Identifying cannabis shadowbanning involves monitoring changes in reach and engagement specifically for cannabis-related content. comparE the performance of posts over time, utilizing alternate accounts to assess visibility, and leveraging online tools and resources that provide insights into post performance.
Overcoming cannabis shadowbanning involves reviewing and revising content to align with platform guidelines. Users can appeal or report the issue to the platform, providing necessary context to highlight compliance and the educational or advocacy nature of their content. oN THE PLUS SIDE EVERYONE IN THE CANNABIS SPACE IS in the SAME BoaT FOR THE MOST PART, SO NO ONE HAS A CLEAR CUT ADVANTAGE OVER THE OTHER. THANKS FOR READING.
HOW TO RECOVER A DELETED INSTAGRaM ACCOUNT
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