On July 11, 2023, Meta (formerly known as Facebook) announced a new policy regarding CBD-related advertising on its platforms in the United States, Canada, and Mexico. The updated policy reflects a shift in their stance towards cannabis-related products, aligning with other social media platforms that have also begun to embrace such ads.
Under the new policy, Meta will allow the promotion of legally permissible, non-ingestible CBD products in the specified regions, with some restrictions. Advertisers no longer need written permission to run ads for hemp products that don’t contain CBD or more than 0.3% THC (e.g., hemp seed and hemp fiber) in Canada, Mexico, and the United States, provided they comply with all relevant local laws, industry codes, and guidelines.
However, it’s important to note that the new policy does not permit the advertising of psychoactive hemp-derived products. Advertisers will continue to be prohibited from running ads that promote THC products or cannabis products containing related psychoactive components. Additionally, any ads for CBD products must not target individuals under 18 years of age and are only allowed within the U.S.
To be eligible for advertising, CBD products must meet the following criteria:
- They must be certified with Legitscript.
- Advertisers must have written permission from Meta.
- The products must comply with all applicable local laws and adhere to established industry codes and guidelines.
While this represents a slight improvement compared to previous policies, it’s worth noting that Meta’s platforms, including Instagram and Facebook, have historically removed cannabis-related accounts that were found to be in violation of their Community Standards. The spokesperson did not indicate any change in this approach.
Interestingly, Twitter, one of Meta’s major rivals, had already announced in February of the same year that it would allow ads for CBD and THC products in certain jurisdictions. This decision reflects the expanding conversation around cannabis on social media platforms, and companies are closely competing in the way they handle regulations for CBD and THC-related advertisements.
The competition between social media platforms is intense, with Meta’s new app Threads gaining tremendous popularity and rapidly reaching 100 million users within days of its public release, leading it to be dubbed the “Twitter Killer.” Despite this competition, the spokesperson’s statement did not suggest any immediate change in Meta’s stringent approach to CBD and cannabis-related content on their platforms.
