The Cannabis and CBD industry is booming. Many new investors have or are entering this industry. The industry is fairly new and already very large in size. The number of consumers and money generated by companies and states has been astonishing. There is certainly no shortage in popularity with these products. What are though the Cannabis and CBD marketing restrictions and regulations?
Organic marketing is by far the best investment for Cannabis and CBD companies. Organic results mostly do not have restrictions that paid advertisements do. Organic marketing strategies such as SEO and content marketing are great for this new industry. The consumer is still being educated on products, ingredients, and benefits. SEO and content marketing campaigns are great methods to accomplish this without being restricted.
Facebook and Google restrict cannabis and related advertising. Even though each state regulates itself and may have specific rules in place. Generally speaking, ads cannot show images and the messages cannot show consumption. They also cannot be targeting minors. False claims cannot be made such as health claims. Retail brands selling to consumers may not be able to make the same claims as scientists or research studies can. Each state again will have certain restrictions in place and laws governing it.
The most common platforms that wholesalers and retailers utilize are Google’s entities and Facebooks. Those platforms tend to reach the majority of people. Therefore, paid advertising on these channels is most effective. Below are some of the main cannabis and CBD marketing restrictions and regulations.
Google Regulations and Restrictions for CBD and Cannabis Products
Google restricts advertising of cannabis and CBD products on their platforms. Their advertising policy does not allow the advertisement of substances that alter mental state for the purpose of recreation or induce “highs” such as cannabis products. Furthermore, ads for services marketed as facilitating recreational drug use. Ads for instructional content about purchasing, using, or making drugs is also not allowed. Google will disapprove ads, suspend accounts, or place account into compliance review status when these regulations are violated.
Facebook Regulations and Restrictions for CBD and Cannabis Products
Similar to Google, Facebook has restrictions and regulations concerning cannabis and CBD product advertisement. Facebook does not allow ads promoting the sale and or use of illegal, prescription, or recreational drugs. Ads with photos and images of drug-related paraphernalia, Ads with images that include the leaf or marijuana plant are not allowed. Any ads of the use of recreational drugs is not allowed. Recently, Facebook has adjusted their regulations to allow verified (verified by Facebook) marijuana related companies to show up in searches. Facebook has also started to allow ads for topical hemp. There are additional restrictions and advertisers should review them first.
Organic Cannabis and CBD Marketing
Organic marketing tactics are critical for companies selling cannabis and CBD products. Organic marketing such as SEO campaigns which include Google My Business profile setups and optimization deliver lots of benefits to cannabis and CBD retailers. There are much less restrictions and less regulations. The most popular organic marketing methods for cannabis and CBD products are below. These marketing tactics benefit companies by gaining market share, brand awareness, and product sales.
Cannabis and CBD SEO Campaigns
SEO short for Search Engine Optimization allows companies to show in search engine results. When this is done right, SEO delivers the highest return on investment for companies. SEO campaigns come with a vast amount of benefits and even long-term benefits. Companies have much to gain from ongoing SEO campaigns and it is the foundational marketing technique for organic marketing.
Content for Cannabis and CBD Products
Content is everything from text such as blog articles, white papers, case studies, research studies and so on to images and videos. Content marketing for cannabis and CBD products is critical as well. The consumer has to be educated on these many new products, its uses, and benefits. Content has to be created and marketed properly to get the momentum necessary to gain market share and product sales. Infographics as well as videos should be created and utilized for consumer education and product introduction.
For more information and assistance with marketing campaigns, companies can work with professionals. Agencies such as Illumination Consulting can assist with creating, managing, and optimizing marketing and advertising campaigns. Marketing services are essential to cannabis and CBD companies that want to grow and become profitable.