The pressure for Facebook and other platforms to change their ways has been increasing, said Andrew Hemmingway, president of Toasted Collective, a digital agency focused on cannabis clients.
Now, Facebook has relaxed its outright ban on CBD products, according to an agency source with knowledge of the matter. Advertisers are allowed to run ads for topical hemp across Facebook. Advertisers can run ads that direct to landing pages that feature ingestible hemp and topical CBD. But the ads cannot specifically feature those products. Facebook is still prohibiting ads for ingestible CBD, including ads that direct to landing pages with those products.
Facebook’s change comes as the business of CBD is rapidly growing and U.S. states are individually trying to regulate the market. Meanwhile, the platforms are each addressing CBD ads differently. Google, for example, is testing allowing ads for topical products as long as they don’t say CBD, according to Morning Consult.
The policy change comes not only as CBD is growing but as it gains approval from drug stores and enters new categories like beauty brands and even the creation of pet care brands. With the change focused on topical hemp and CBD, the brands that offer oils, lotions, creams, salves, serums as well as makeup infused with CBD stand to benefit.
“Facebook more than ever is having more and more of their reps saying they need placement so they’re going to be forced to clarify. A lot of these companies are selling hemp-derived and primarily they’re selling creams, rubs, patches, but Facebook had been staying completely away from it,” Hemmingway said.
Facebook is opening itself up to more advertising from CBD companies.
Of course, Facebook’s policy change doesn’t mean every ad that meets those new guidelines will be approved. Facebook consistently makes mistakes with flagging ads, and the ads still must abide by Facebook’s other advertising policies and community standards.
– To post content that engages and educates the target reader on the health benefits of CBD and other cannabinoids.
1. Segment Your Audience & Educate Each Cohort Accordingly
Let’s say your most profitable audience is men, over 50, who are employed, active, and may have children and maybe even grandkids.
How To Market CBD on Facebook & Not Get Shut Down
The key points here are to use your social media platforms to educate the consumer without making outrageous claims and only focusing on the health benefits and competitive advantages of your CBD products.