Cannabis Business Social Networking & Marketing | StoryTime SEO

Legally speaking, nothing written here is legal advice from an attorney unless otherwise specifically noted. I am not a lawyer or a legal expert of any kind. I’m a reader and writer with many opinions! With that said, let’s explore…

Cannabis Business Social Networking | Cracking the Code on Cannabis, THC & CBD Marketing

Cannabis businesses and the marketing agencies that serve them tend to stay away from social media advertising and marketing - because it’s a no-man's land of vague rules and regulations, most of which seem to result in content being removed or the page being erased. Almost all platforms (Facebook, Google, X, Instagram, Pinterest, etc) carefully scan for cannabis marketing and mercilessly delete anything they deem immoral - it’s like my mother works there.

We all know that cannabis is legal in many states. CBD is legal in all states. CBD infused products and oils, while legal in the United States, still fall within this shadow land of vagary - we can post, but we can't advertise. One post gets through, and the next is removed. This can’t abide - legal products can be advertised legally. Let’s get a bit deeper into the ad policies, community standards and published guidelines for the top Social Media platforms.

Facebook: Advertising CBD, THC & Cannabis Products

Facebook's ad policy states, "Ads must not promote the sale or use of illegal, prescription, or recreational drugs." It is at Facebook’s sole discretion how this policy applies to CBD. Violations result in deletion of the content, and in some cases, the account. In October of 2018, Facebook began permitting “verified organizations” to advertise cannabis-related products. Facebook requires these businesses to have a “gray” or “blue” verification symbol.

To get the Facebook Gray Badge, the business must:

• Publish a page on Facebook

• Create and complete a profile including a cover photo

• Post content to this Facebook page

• Add a publicly listed telephone number

• Authenticate a call by providing a 4-digit verification code provided by Facebook

To get the Facebook Blue Badge, the business must:

• Publish both a cover photo and a profile photo

• Publish a name in conformance with Facebook guidelines

• Post content to the Facebook page

• Make sure "Follow" is enabled (for profiles only)

Next, we need to discuss the Facebook “Do Not” list for cannabis, THC and CBD marketing and advertising. For all types of content (video, article, pages and groups), Facebook requires pages to comply with Facebook Community Standards, which state that pages can not:

• Coordinate or encourage others to sell cannabis

• Depict, admit to, attempt purchase, or promote sales by the poster of the content

• Promote, encourage, coordinate, or provide instructions for cannabis use

• Admit, either in writing or verbally, to personal use of cannabis unless posted in a recovery context

Finally, all advertisements you put out there must comply closely with Facebook's Advertising Policies, which require all ads to comply with “applicable laws,” referencing Section 5 of the FTC Act. All ads are subject to Facebook's prior approval, which can be revoked at any time.

X (formerly known as Twitter): Advertising CBD, THC & Cannabis Products

X (Twitter) states that they prohibit the "promotion of drugs and drug paraphernalia,” including:

• Illegal drugs

• Recreational and herbal drugs (including CBD oil and CBD infused products)

• Accessories associated with drug use

• Drug dispensaries

• Depictions of hard drug use

Twitter's ad policy (unlike Facebook) only applies to paid advertising products. This means users can use organic tweets using the words “marajuana” or “cannabis,” or “CBD.” That being said, it’s still entirely up to Twitter what posts survive and which die on the vine.

Because of this difference, advertising CBD on Twitter is all good, as long as you use the following best practices:

• Build your own community around a key product, service or your brand

• Post regularly about deals, specials or sales

• Share community information and articles regularly

• Stay away from ALL health claims

• Stay away from the word “supplements”

Instagram: Advertising CBD, THC & Cannabis Products

Can you post weed on instagram? Because Instagram is now owned by Facebook, all the same policies listed above apply to Instagram. Luckily for us, Insta is a little more lax about allowing ads to slip through. To avoid triggering the censors, make sure that when posting on Instagram, your business:

• Avoids discussing health claims or benefits

• Link back to the business website

Pinterest: Advertising CBD, THC & Cannabis Products

Pinterest's Advertising Policy states that it does not allow "imagery, sale, or use of illegal or recreational drugs" or "informational material about the use or legalization of illegal or recreational drugs" and "related paraphernalia for using, storing or consuming illegal or recreational drugs."

Unofficially, products like CBD oil and infused goods tend to get through the sensors. THC and other cannabis marketing for products are still shadow banned to a large extent. Because Pinterest doesn’t often regulate CBD businesses, and doesn’t have a published policy, they leave the door open to shut down any account they deem necessary.

Advertising CBD, THC & Cannabis Products on LinkedIn

LinkedIn's Advertising Policy states that "even if legal in the applicable jurisdiction, LinkedIn does not allow ads related to prescription pharmaceuticals, drugs or any related products or services. Ads that promote illegal drugs, highs, herbal medicines and treatments, psychoactive effects of substances, or aids to pass drug tests are all prohibited." LinkedIn strictly enforces its policy. LinkedIn is a no go for now…

Advertising CBD, THC & Cannabis Products on Google

Google prohibits cannabis ads of all sorts, considering cannabis (including CBD) a "dangerous product." Google's Advertising Policy specifically prohibits paid advertising about any "dangerous content," including: "Recreational drugs (chemical or herbal); psychoactive substances; equipment to facilitate drug use; weapons, ammunition, explosive materials and fireworks; instructions for making explosives or other harmful products; tobacco products." Google has also banned advertising of "unapproved pharmaceuticals and supplements" which includes CBD. There are rumors that Google is planning on removing CBD from the list, but this has yet to occur.

It is possible to advertise on Google, but be prepared to have your ad removed if it mentions any of the following terms (and we think it’s a safe bet, Google knows more terms than this):

• Marijuana

• Cannabis

• Canna

• CBD

Organic Online Marketing for Cannabis, CBD & THC

Two of the most common and effective forms of organic online marketing for cannabis and CBD are content marketing and influencer/endorsement marketing. SEO is a fantastic option for cannabis, THC or CBD businesses hoping to gain extra points (and search volume) on Google. Local SEO is critical to the success of cannabis-businesses in legalized areas, where the markets are often already over saturated.

If you want to read up on the various regulations and laws mentioned above, here is your reading list:

(1) Section 5 of the FTC Act

(2) Section 43(a) of the Lanham Act

(3) the FTC's Guides Concerning the Use of Endorsements and Testimonials in Advertising (16 C.F.R. Part 255)

Cannabis Marketing | Social Media Advertising | StoryTime SEO | End of Story

Cannabis, CBD and THC marketing is in its infancy - which means predictable “shadow banning” of advertisements and content. It will happen. We are decidedly biased, but we think taking advantage of SEO at this stage in the game, is a smart move. The more organized and reputable your site is when the veil is finally lifted, the better your market position will be.

Get in touch with StoryTime SEO today to optimize for success. End of story.