Can You Advertise CBD on Facebook?

Can you advertise CBD on Facebook? Yes you can, however there are a few things you need to know first.

To run ads promoting or offering the sale of CBD products with no more than 0.3% THC, advertisers must be certified with LegitScript, have written permission from Meta, and comply with all applicable local laws and industry codes.‍

These ads must not target people under 18 years of age and are only allowed in the U.S.

We'll explore Facebook's current policy on CBD advertising and provide you with

We're going to show you the practical steps to getting your CBD ads up and running on Facebook without getting your accounts shut down, and alternatives to Facebook advertising.

Understanding Facebook's Policy on CBD Advertising

While the 2018 Farm Bill legalized hemp-derived CBD at the federal level, advertising these products on social media platforms like Facebook remains a complex issue due to evolving regulations and guidelines.

Under the current policy, advertisers are prohibited from promoting or offering the sale of CBD or similar cannabinoid productsThis includes products containing THC or cannabis-related products with psychoactive components.

However, there are some exceptions to this policy. Advertisers can promote the sale of hemp products that don't contain CBD or more than 0.3% THC in Canada,

Mexico, and the United States, as long as they comply with all applicable local laws and industry codes. Additionally, ads that educate, advocate, or give public service announcements related to CBD and related products are allowed, provided they don't offer any prohibited products for sale.

Steps to Advertise CBD on Facebook

To legally advertise CBD on Facebook, you must follow a strict process that ensures compliance with Meta's advertising policies. Here are the key steps:

1. Comply with all applicable local laws and industry codes or guidelines in the countries your ads target. This includes obtaining any necessary licenses and adhering to regulations set by the USDA, FDA, FTC, and DEA, as well as state-specific laws.
2. Obtain LegitScript certification for both your CBD products and websiteThis involves submitting your products for review, which includes an assessment of product labels, licenses, and sample testing to ensure compliance with LegitScript's certification standards.
3. Seek written permission from Meta by applying through their online form after obtaining LegitScript certification. Meta will review your application, which typically takes 4-6 business days, and grant permission if all requirements are met.
4. Create compliant ads by avoiding claims about treating, curing, preventing, or diagnosing diseases or medical conditions. Focus on educating and informing about CBD rather than overtly promoting product sales.
   

1. Create the Landing Page

The first step in advertising CBD on Facebook is to create a landing page that complies with Facebook's advertising policies.‍

It should be professional, visually appealing, and contain accurate information about advertised CBD products. It should also clearly state that the products are derived from hemp and have less than 0.3% THC, the legal limit.

The landing page should also include a disclaimer stating that your products are not intended to diagnose, treat, cure, or prevent any disease. This disclaimer is required by law to ensure consumers understand that CBD products are not a substitute for medical advice or treatment.

2. Change 'CBD' to 'Hemp'

Avoid using the term 'CBD' in any ad copy or landing page content. Instead, use the word 'hemp' to describe advertised products.‍

Using the term 'hemp' instead of 'CBD,' advertisers can avoid triggering Facebook's advertising policies and ensure that their ads are not rejected or removed.

Advertisers can still describe the potential health benefits of hemp products, but they should avoid making claims not supported by scientific evidence.

3. Avoid Linking to the Primary Website

The third step is to avoid linking to your primary website. Instead, link to the landing page that was created in step one.

Facebook's advertising policies prohibit promoting products that violate community standards, and CBD products are often associated with illegal drugs.

By linking to the landing page instead of the primary website, advertisers can ensure that their ads comply with Facebook's advertising policies and reduce the risk of their ads being rejected or removed.

4. Submit For Approval

The fourth step in legally advertising CBD on Facebook is to submit the ad for approval after you've acquired your LegitScript certification.

Facebook's advertising policies require all ads to be reviewed and approved before publication. The review process can take up to 24 hours, so advertisers should plan their campaigns accordingly.

5. Promote Using Campaigns

The final step is to promote the ad using campaigns. Facebook offers several campaign types including: awareness, consideration, and conversion.

Important: We've noticed the best results come from awareness and consideration campaigns where the objective is reaching more potential customers. Use Klaviyo's Facebook integration to create a lookalike audience from your email database.

Advertisers should choose the campaign type that best aligns with their marketing goals and target audience.

Use customer data to target people based on their interests, behaviors, or demographics. Advertisers should also set a budget for their campaigns and monitor the performance of their ads regularly to ensure that they achieve their desired results.

Best Practices for Effective CBD Ads on Facebook

When it comes to CBD advertising on Facebook, companies can significantly benefit by following these tried-and-true best practices.

By implementing the following strategies, you can maximize your efforts and ensure that your content reaches the right audience.

1. Define Target Audience

Carefully analyze demographics, interests, and behaviors related to CBD consumption and wellness. Compare this to any data you have against your customers. Look for common patterns that you can use when refining your targeting in Facebook Ads Manager.

2. Compelling Ad Copy

Create captivating and concise ad copy that effectively showcases the value and advantages of your content and productsCraft it in a way that connects with your target audience, evoking curiosity and inspiring them to click through to your landing page.

3. Engaging Visuals

Incorporating captivating visuals into your ads is a surefire way to grab your audience's attention as they scroll on their phones. By using relevant images or videos that resonate with your message, you can create an aesthetically pleasing ad that stands out from the crowd and boosts click-through rates.

4. A/B Testing

To achieve optimal results with your Facebook Ads, it's crucial to conduct continuous testing and refinement. Experimenting with various ad formats, audience targeting options, ad placements, and calls to action will help you discover what truly resonates with your target audience.

5. Tracking and Analysis

To effectively track the success of your ad campaigns, it's crucial to take advantage of powerful tools like Facebook Ads Manager, Google Analytics, and Maaly Hubb's Facebook integration.

By closely monitoring key metrics such as click-through rates, conversions, and engagement levels, you'll gain valuable insights that will help you pinpoint areas for improvement.

Alternatives to Facebook for CBD Advertising

While Facebook remains a challenging platform for CBD advertising, there are several effective alternatives available for CBD businesses looking to reach their target audience online.

Programmatic Display Advertising

By leveraging demand-side platforms (DSPs) that allow CBD advertising, businesses can secure ad placements on popular websites like Forbes, Yahoo!, ESPN, and more.

Retargeting is also available, enabling advertisers to reach users who have previously interacted with their website or ads.

Case studies have shown that programmatic display advertising can drive online sales for CBD companies at an average cost per acquisition of $9.

Google Search Advertising

As of January 2023, Google has updated its policies to allow CBD advertising on its Adwords platform in certain regions, reflecting the growing recognition of CBD's potential benefits.

However, strict guidelines remain in place, including requirements for accurate labeling and a ban on promoting CBD for medical purposes.

CBD companies interested in advertising on Google should carefully review the updated policies and consider working with an experienced agency to navigate the complexities of the platform.

Conclusion

The advertising landscape for CBD products on Facebook continues to evolve, presenting both challenges and opportunities for businesses looking to reach their target audience.

By understanding the platform's policies, obtaining necessary certifications, and crafting compliant ads, CBD companies can successfully navigate this complex environment.

Looking to partner with one of the best CBD marketing companies to boost your brand's visibility?

Maaly is your premier cannabis growth partner. By leveraging the expertise and resources of our experienced professionals, CBD businesses can confidently navigate the challenges and seize the opportunities that lie ahead in this exciting and rapidly evolving industry.

CBD Advertising FAQs

Which Platforms Are Open to CBD Advertisements?

CBD products can be promoted through native advertising platforms such as Taboola, Outbrain, Content.ad, and Revcontent. These platforms offer the opportunity to advertise CBD products in spaces where traditional advertising channels might not allow them.