There’s no denying it, CBD is officially everywhere. Its popularity has skyrocketed worldwide. What started as a niche alternative health treatment has become a global craze. And it doesn’t just show up as oils and tinctures anymore. There is whole array of curious CBD products, including lattes, beer, wine, makeup, bed sheets, bath bombs, and even pet treats. In the United States, the CBD industry has significantly grown. Cannabidiol Market size accounted for USD 12.8 billion in 2021 and is estimated to grow with 21.7% CAGR between 2022 and 2028. Rising awareness of health benefits of cannabidiol (CBD) and its effectiveness in pain management & various other treatments is propelling the CBD industry growth. With all this growth, CBD brands are still struggling. There are real CBD product advertising challenges, here are some facts and details.
North America CBD market share reached $7.7 billion in 2021 as governments are introducing supportive policies to legalize the use of these products, thereby giving patients the confidence to try alternative treatments. This has all been positive for the CBD companies, brands, and retailers. Yet, with all this growth there have been challenges. Search companies such as Google do not allow CBD product advertisements. This is also true with social media platforms such as Facebook, Twitter, and Instagram.
CBD Advertising on Facebook and Instagram
Since Facebook bought Instagram in 2012, CBD advertising laws on both platforms have been the same. Facebook’s advertising standards reject most CBD product ads. While their formal public ad guidelines do not mention this in detail. Facebook policy categorizes CBD as an illegal product or service. The restriction of CBD products or companies from advertising is the result.
Some CBD companies can advertise, who pay special attention to the details of the policy. If you set up the campaign incorrectly by using the wrong keywords in your advertisement or even on your landing page, your ad will be removed.
It is possible to advertise on Facebook and Instagram. To do so you must follow their rules and focus on all details. To advertise CBD on Facebook and Instagram, you must remove all explicit mentions of CBD, hemp, and cannabis from your content. Facebook will also check your landing page (website) for this terminology, so you must remove all unapproved keywords from your site and domain too. In most cases, the best way to overcome this is to create a separate domain specifically to act as a landing site that directs traffic to your brand’s domain, so you don’t have to remove your entire website from any explicit mention of CBD.
CBD Advertising on Google
Google advertising program, which is Google AdWords (Pay Per Click/PPC) rules and regulations for CBD advertising is not helping CBD companies advertise. Google Ads’ advertising policy states they do not allow the promotion of CBD because it is viewed as an unapproved pharmaceutical and supplement. Advertising on Google through paid methods is like Facebook and Instagram. CBD companies must utilize landing pages/sites that do not mention CBD or sell CBD products. Then, redirect the advertising traffic to the actual e-commerce store. There are many complications to paid advertising for CBD product lines and brands. It is a key driver for CBD companies investing into organic marketing methods.
CBD Advertising on Twitter
Twitter has some of the strictest CBD advertising laws. It bans all promotion of drugs and drug paraphernalia. This includes illegal drugs, recreational and herbal drugs, accessories associated with drug use, and all dispensaries. Most CBD companies have avoided Twitter for this reason. There was no way of creating an advertisement that would get approved. Recently, Twitter has made changes to their policy and rules. CBD companies can advertise if they follow specific rules and of course the law. These rules must be carefully reviewed, and all guidelines must be met. As the specific requirements are met, reviewed, and approved by Twitter – a CBD brand can advertise on the Twitter platform.
CBD Advertising on TikTok
While the TikTok platform is new to the market, it has significantly grown in popularity. Retail brand and CBD companies have much to gain from creating and publishing content on this platform. This media platform can be used to help increase product awareness and education while also sharing a CBD brand’s voice and culture. CBD advertising challenges appear here as well. To create content and publish, CBD companies must read TikTok’s guidelines. They do not allow the trade, sale, and promotion of certain consumer items. Local jurisdictions must be met, which causes lots of difficulties for CBD brands. There are major variations in different markets for CBD products. This creates a unique problem for CBD companies because they must be aware of local, national, and international laws concerning CBD.
CBD companies that require assistance should work with professionals and experts. Guessing is not advised here with CBD product advertising challenges. It can be a costly mistake. Too many pitfalls. CBD product advertising challenges have impacted all CBD companies in North America. Organic marketing methods are now the preferred way to gain momentum in the market. Marketing tactics such as SEO (Search Engine Optimization), Social Media Marketing (SMM), Content marketing such as blogging, and videos are highly effective. Talk to an expert about marketing CBD products and generating online sales. Do you want to grow your CBD business? Give us a call and talk to an expert about your brand and business goals.