Google and Facebook will not publish advertisements for marijuana, even in states where it is legal

  • In some states, it is already legal, in others, approval is expected soon. However, public promotion of cannabis on social media is prohibited.
  • Sellers are left to move to billboard canvases and radio.

As the cannabis industry grows and is estimated at 10 billion dollars annually, states are increasingly approving medical marijuana and marijuana usage laws.

But for marketing agencies, medical marijuana dispensaries, and cannabis manufacturers, advertising is a major obstacle.

Facebook and Google Do Not Agree with Cannabis Promotion

Online platforms with primary advertising space, such as Facebook and Google, do not allow drugs or drug-related promotion on their pages, so many advertisements are shifting to blogs, podcasts, newsletters, and print media. Experts claim that Facebook and Google, who have a massive share of digital advertising, are unlikely to change their policies until marijuana is federally legalized. Television and radio will have their own conditions and restrictions, so the cannabis industry will navigate a complex structure of state regulations.

"You might think Facebook and some other online platforms are the ideal place to promote these products, because in states where marijuana is legal, promotion can be targeted only to people over 21," said Aaron Smith, executive director of the National Cannabis Association. "We would like to follow these guidelines."

According to Facebook's policies, ads cannot promote the sale or use of illegal prescription or recreational drugs. This includes ads for recreational or medical marijuana – even in states where the drug is legal.

A Google spokesperson said that marijuana ads are not allowed on the web because the drug remains federally illegal. The rules apply to all Google ads, including various formats like video ads.

Twenty-nine states and Colombia have medical marijuana programs, and eight states have legal marijuana use with special cards (adults only), according to the National Cannabis Association.

Olivia Mannix, founder and CEO of cannabis marketing agency Cannabrand, stated that many patients who could benefit from medical marijuana cannot obtain the information they need due to Facebook restrictions. Regarding the companies Cannabrand works with, Mannix said her team must think of ways to reach customers online without targeted ads.

This may include engaging people with large social media followings or even keyboards with marijuana emojis referencing specific cannabis products or brands.

"To gain new social media followers, you must have a strategy and be creative. Simply posting ads is not enough," Mannix said.

She further noted that Facebook rejects cannabis-related ads and posts, and requests to update advertising policy remain unanswered.

In one instance, Facebook even blocked an ad for an event where national cannabis industry members would lobby for marijuana-related issues.

Facebook did not comment on this action.

Are Billboards the Solution?

Several trade publications directly address the cannabis industry, such as High Times or Marijuana Business Magazine. However, television, radio, or websites often refuse paid advertising promoting marijuana and suggest using billboards, said Mark Bartholomew, a University of Buffalo professor specializing in advertising law.

But this approach also carries certain controversies. For example, billboards are often subject to their own laws regarding usable images or the percentage of adult viewers.

"It's true that 71% of viewers must be adults, which is really difficult to maintain, unlike the digital world where this can be influenced quite easily," Bartholomew said. "It's interesting that medical marijuana sellers are forced to use these traditional advertising forms."

Bartholomew suggested expecting advertising standards to change as the cannabis industry becomes more global. After all, advertisements, including those involving sex and violence, were much less common 20 or 30 years ago, he added.

Recently, MedMen launched a new "Forget Stoner" campaign focused on photographing athletes and grandmothers to reduce marijuana user stigma. BJ Carretta, MedMen's chief marketing officer, noted that the reach of these campaigns would be expanded only with access to radio or video platforms, which is currently impossible.

"Imagine the first company creatively presenting a really impressive 30-second spot nationwide on a prime-time TV show or Sunday's main sports program," Carretta said. "People would talk about it a lot."