• In some states, it is already legal, in others it is awaiting early approval. However, public promotion of cannabis on social networks is prohibited.
  • The dealers thus have to move to billboard screens and radios.

As the cannabis industry grows to an estimated $ 10 billion annually , states are increasingly approving medical marijuana and marijuana use laws.

But for marketing agencies, medical marijuana dispensaries and cannabis manufacturers, advertising is one big hurdle.

Facebook and Google do not agree with the promotion of cannabis

Online platforms with primary advertising space, such as Facebook and Google, do not allow drugs or drug-related promotions on their sites, so large amounts of advertising will move to blogs, podcasts, newsletters, and print media. Experts say Facebook and Google, which have a massive share of digital advertising, are unlikely to change their policies until marijuana is legally legalized. Television and radio will have their own conditions and restrictions, so the cannabis industry will go through a complex structure of national regulations.

"You may think that Facebook and some other online platforms are an ideal place to promote these products, because in countries where marijuana is legal, its promotion can only be targeted to people over the age of 21," said Aaron Smith, executive director of the National Association. hemp. "We'd like to follow these guidelines."

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

A Google spokeswoman said marijuana ads were not allowed on the web because the federal drug was still illegal. The policy applies to all Google ads, as well as to various forms, such as video ads.

Twenty-nine states and Colombia have medical marijuana programs, and eight states are allowed by law to use marijuana on a special card (adults only), according to the National Cannabis Association.

Olivia Mannix, founder and CEO of the cannabis marketing agency Cannabrand, said many patients who could benefit from medical marijuana could not get the information they needed due to Facebook restrictions. Regarding the companies Cannabrand works with, Mannix said its team needs to think about ways to reach customers online without targeted ads.

This may involve involving people with a large number of followers on social networks or even a keyboard with marijuana emoji that refers to specific cannabis products or brands.

"To get new followers on social networks, you have to have a strategy and be creative. It's not enough to just post ads, "said Mannix.

She added that Facebook was rejecting cannabis-related ads and posts, and that requests to update our advertising policy remained unanswered.

In one case, Facebook even blocked advertising for an event in which members of the national cannabis industry would lobby for marijuana-related problems.

Facebook did not comment on this step.

Image result for cannabis and google

Are billboards the solution?

Many business publications deal directly with the cannabis industry, such as the High Times or Marijuana Business Magazine. However, television, radio, and Internet sites often reject offers for paid marijuana advertising and refer to billboards, said Mark Bartholomew, a professor of advertising law at the University of Buffalo.

But even this approach has some contradictions. For example, billboards are often subject to their own laws regarding images that may not be used, or what percentage of viewers must be adults.

"It's true that 71% of viewers have to be adults, which is really hard to keep, unlike in the digital world, where it's relatively easy to influence," said Bartholomew. "Interestingly, medical marijuana sellers are forced to use these traditional forms of advertising."

Bartholomew said the reason for expecting advertising standards would change once the cannabis industry became even more global. After all, advertising, including sex and violence, was much less common 20 or 30 years ago than it is today, he added.

After all, MedMen recently launched a new "Forget Stoner" campaign to photograph athletes and grandmothers to reduce the stigma of marijuana users. BJ Carretta, MedMen's chief marketing officer, said the reach of these campaigns would only be enhanced by access to radio or video platforms, which is now impossible.

"Imagine that the first company performs creatively with a truly impressive 30-second spot nationwide on a major television show or Sunday's major sports program," said Carretta. "There would be a lot of talk about that."

Sources : article , image: canna-ventures.com; pinterest.ca