How to Get Cannabis and CBD Marketing Limits Right
The advertising restrictions that apply to cannabis and hemp-derived products in the United States.
Samir Haddad
What is at stake
Major advertising platforms restrict these products, and federal and state rules diverge sharply.
The playbook
- Check platform policies before planning campaigns
- Keep claims away from disease and treatment language
- Follow state advertising and age restrictions
- Rely on owned channels such as email and search-optimized content
- Get legal review for claims
Where it goes wrong
Avoid:
- Disease or treatment claims
- Paid social campaigns that breach platform policy
- Marketing that could reach minors
- Assuming hemp products face no restrictions
The numbers behind it
| Measure | Figure |
|---|---|
| Federal status | cannabis remains federally controlled, which shapes platform policies |
| Platform rules | major ad platforms restrict cannabis advertising |
| Health claims | the FDA has warned companies over unsupported CBD claims |
| State rules | advertising rules differ by state, including audience restrictions |
Getting outside help
When to hand it over: Bring in help before marketing cannabis or hemp products.
Where this comes from
- U.S. Food and Drug Administration — Cannabis-derived products
- Federal Trade Commission — Health Products Compliance Guidance
The figures and practices above come from the sources listed.
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