How To Advertise CBD on Facebook & Instagram
UPDATED: This article has been updated with the most recent information on advertising CBD on Facebook. The was originally published on November 29, 2021, and was updated on July 26, 2023.
With increasing competition in the hemp-derived CBD marketplace in the USA, UK, and other EU countries, CBD marketers are asking, can I advertise CBD on Facebook and other social media platforms like Instagram, and TikTok.
Facebook advertising for CBD can be an ideal channel for every CBD company so it’s understandable that new CBD companies are focusing on social media.
Here’s the good news! Great news actually!
Facebook has just released an exciting update to their advertising policy, allowing CBD ads to be displayed on the platform while remaining 100% compliant.
This game-changing development opens up new opportunities for your CBD business to reach a wider audience and promote its products effectively.
In a recent move, Meta Platforms, the powerhouse responsible for leading social media platforms such as Facebook and Instagram, has made significant updates to its policies regarding CBD advertising and the promotion of hemp and CBD products.
These changes are aimed at ensuring compliance with relevant laws and regulations while still allowing businesses in this industry to effectively advertise their offerings on these popular platforms.
It is important to note that there are still some restrictions on advertising CBD products. However, the fact that Facebook is making efforts to accommodate CBD ads is a promising step forward.
This decision acknowledges the increasing presence of these products and demonstrates their commitment to adapt to changing market trends.
However, it is important to note that there are still certain restrictions in place that need to be considered and adhered to.
In the article below, we’ll discuss the restrictions and show you how to advertise CBD on Facebook while remaining 100% compliant!
So, Can You Advertise CBD on Facebook?
If you want to advertise CBD on Facebook effectively, ensuring that your products are legal in the USA (or your target Country) is essential. Compliance with laws and regulations is crucial for maintaining a successful campaign.
Furthermore, incorporating creativity into your advertising approach and diligently adhering to Facebook’s CBD advertising policies are critical factors to consider. You can create compelling ads that reach your target audience while staying within the platform’s guidelines.
Paying careful attention to the policies regarding CBD Facebook ads is absolutely vital. It’s a critical factor that must be taken seriously and addressed.
CBD companies in the USA have a golden chance to effortlessly promote and sell their top-notch hemp-derived CBD products across Canada, Mexico, and the United States.
The best part? You can do so without any legal challenges or the need for explicit permission from Facebook/Meta as long as you follow all applicable local CBD advertising laws, required or established industry codes, guidelines, and licenses.
So can you advertise CBD on Facebook? Yes, and this includes hemp products as well as CBD oils, tin tinctures, edibles, and topicals that do not exceed 0.3%.
Meta’s New Polices For CBD Advertising on Facebook
Remember in 2019 when, according to digiday, Facebook had relaxed its outright ban on advertising CBD products.
This change allowed CBD companies to run ads for topical hemp-derived CBD products, only, across Facebook & Instagram but your advertising copy and e-commerce landing page could have no mention of the word “CBD”.
That was bullshit and now, Meta has finally updated its policies for advertising CBD on Facebook.
You will now be able to run Facebook ads promoting CBD products, as long as you meet the specific requirements stipulated by Meta.
Make sure to familiarize yourself with these requirements outlined by Meta in order to make the most of this exciting new development.
1. You must comply with all applicable local laws and industry codes or guidelines.
2. Your ads can’t contain any claims to treat, cure, prevent, mitigate, or diagnose a disease or medical condition in humans or animals.
3. Your ads must comply with Meta’s advertising standards.
4. We allow ads to promote or offer the sale of the following products:
- Legally permissible CBD products can be promoted in the US with LegitScript certification and written permission from Meta. At this time, LegitScript only certifies non-ingestible CBD products.
- Non-ingestible and ingestible hemp products can be promoted in the US, Canada and Mexico. LegitScript/Meta certification is not required.
5. We don’t allow ads that promote or offer the sale of the following products:
- THC (Tetrahydrocannabinol) products or cannabis products containing related psychoactive components.
You’re allowed to educate, advocate or give public service announcements related to CBD and related products as long as your ads don’t promote or offer any prohibited products for sale.
You Can’t Promote The Sale in Your Facebook CBD Advertising
It is crucial to highlight an important element within the recently updated CBD Facebook ads policy:
Meta remains steadfast in its commitment to upholding the ban on advertisements that promote or sell CBD and other cannabinoid products. This approach reflects Meta’s dedication to maintaining a safe and responsible online environment for its users.
By prioritizing user well-being, Meta ensures that its platform is free from potentially misleading or harmful content related to these substances.
Meta’s policy states: “Ads that promote or offer the sale of cannabidiol (CBD) or similar cannabinoid products are only allowed with prior written permission. Meta requires advertisers promoting CBD products to be certified with LegitScript.
Certified advertisers must comply with all applicable local laws, required or established industry codes and guidelines, including Meta’s targeting requirements.”
So How Do You Sell Products With CBD Facebook Ads?
Believe it or not, there is actually an exception to the seemingly strict rule of not being able to display CBD Facebook ads promoting the sale of CBD products!
Are you curious about the only exception when it comes to selling and advertising CBD on Facebook? Well, there is indeed a limited exception that you need to know about. Let me enlighten you with this valuable information.
According to Meta’s CBD advertising help document, U.S. advertisers can market and sell “legally permissible CBD products” only if they have been certified by LegitScript and have obtained written permission from Meta themselves.
This stringent process ensures that only trustworthy and compliant CBD products are being advertised on their platforms.
According to the document, LegitScript currently focuses on certifying “non-ingestible CBD products” exclusively.
So, if your business can get certified by LegitScript, you can remain compliant and promote the sale of your non-ingestible CBD products with no issues.
What’s the Application Process with LegitScript?
Before advertisers can seek written permission from Meta, it is essential for them to obtain LegitScript certification for both their CBD products and website.
This certification ensures they meet the necessary standards and regulations, providing credibility and trust for potential customers.
By going through this process, advertisers can demonstrate their commitment to transparency and responsibility in the CBD industry.
CBD company owners should understand that every CBD product in store and on your e-commerce website requires LegitScript certification in order to advertise CBD on Facebook with no issue.
This includes a review of the product labels, licenses, and sample testing to ensure compliance. Learn more about product certification here.
In addition, an advertiser cannot sell any prohibited products on their domain (e.g., ingestible CBD or cannabis products). Learn more about website certification here.
What About Meta’s Application Process?
Advertisers will now be required to seek written permission from Meta after obtaining LegitScript certification.
This step ensures that only trustworthy advertisers are able to reach out to users, creating a safer and more secure online environment for everyone.
By obtaining permission, Meta aims to maintain a high level of transparency and accountability in advertising practices on its platform.
This process allows Meta to collect relevant information on advertisers seeking to promote legally permissible CBD products.
During the application process, Meta will collect two types of information:
1. Business information that allows us to verify the existence and operation of your business in the countries your ads target. That information may include but is not limited to: Name, website, address, and LegitScript certification status.
2. Information that facilitates the review and appeal process of ads that promote CBD products. That information includes, but is not limited to: Facebook Page URL and ad account ID.
Rest assured that once you submit your application, Meta’s team will strive to process it promptly. Typically, it takes approximately 4-6 business days to review and make a decision.
However, in certain situations where additional information needs to be verified, the processing time may be extended.
You should double-check that your application is accurate and complete before submitting it. You can apply here.
Read on to understand how to use CBD Facebook ads effectively while following Meta’s policies and staying compliant.
What If Your Company Can’t Get LegitScript Certification?
So can you advertise CBD on Facebook without LegitScript certification?
Yes, you absolutely still can advertise CBD on Facebook without LegitScript certification.
You just can not promote the sale of your products. This isn’t a bad thing. You can still use Facebook Ads for CBD. Here’s how…
Meta’s help document clearly outlines the guidelines for companies regarding CBD advertising on Facebook.
It states that these companies are permitted to engage in educational efforts, advocacy, and public service announcements about CBD and its related products.
However, it is important to note that such advertisements must refrain from promoting or offering any prohibited products for sale.
By adhering to these rules, CBD companies can effectively communicate their message while maintaining compliance with advertising regulations.
So instead of focusing your CBD Facebook ads on the sale of a product, focus on educating your target audience on the health benefits of CBD in your Facebook advertising, as this will contribute to growing your brand trust.
This will entice people already interested in CBD to click on your CBD Facebook ad, land on your website and learn more about how your product can help them live their best life.
By utilizing this method, you can ensure a continuous flow of targeted and highly skilled visitors to your website. This will have a profound impact on enhancing the visibility and recognition of your brand.
By incorporating high-quality educational content on your website and linking it to your CBD Facebook ads, you can establish a strong foundation of trust for your brand. This will ultimately drive profitable online sales and contribute to the growth of your CBD business.
Facebook CBD Ads Can Increase Website Traffic, Brand Awareness & Brand Trust
Promoting CBD on Facebook without LegitScript certification can restrict your ability to advertise and sell CBD products through Facebook ads. However, this presents an excellent opportunity for new CBD companies to focus on building brand awareness through alternative marketing strategies.
If your CBD company is starting out and struggling to generate website traffic, the recent policy change regarding CBD Facebook advertising is truly a game-changer. You can trust me when I say that this is a blessing in disguise for businesses like yours.
If you have an existing SEO strategy with content marketing, you’re likely publishing 4-8+ in-depth educational articles on your website each month. You can and should use CBD Facebook Ads to promote that blog content!
Here’s your chance to legitimately use CBD ads on Facebook and increase brand awareness, website traffic, and build brand trust. All of these are required before you can profitably sell CBD online.
1. Increase Brand Awareness with CBD Facebook Advertisng
Facebook Ads prove to be an incredibly powerful tool for CBD companies seeking to rapidly expand their brand awareness and connect with a wide-ranging audience.
By leveraging targeted ad campaigns, businesses can effectively connect with prospective customers who have already demonstrated an interest in CBD-related subjects.
This strategic approach ensures that their valuable blog content reaches the most relevant audience, maximizing its impact and potential for success. Don’t miss out on the opportunity to engage with the right individuals and make a lasting impression in the CBD market.
Companies can establish themselves as thought leaders and trusted sources within the CBD industry by consistently delivering informative and engaging content through blog posts.
This not only positions them as knowledgeable authorities in their field, but also boosts their credibility among customers and industry peers alike.
By providing valuable insights and valuable information, companies can build strong relationships with their target audience and stand out from competitors.
2. Increase Website Traffic
Facebook Ads are an incredibly effective tool when it comes to generating traffic for CBD companies’ websites.
With their extensive reach and targeting options, these ads can attract a wide audience of potential customers interested in your products.
By leveraging CBD Facebook Ads, you can significantly boost your website’s visibility and ultimately drive more traffic and sales to your CBD business.
With the power of targeted ads, companies have the opportunity to showcase their blog content to a specific audience, enticing them to click and explore their website.
By doing so, users are able to access valuable insights shared in the company’s blog posts, enriching their knowledge and fostering engagement with the brand.
Boosting your website traffic has a multitude of advantages for your business.
Firstly, it significantly enhances your overall visibility in the digital landscape, making it easier for potential customers to discover and engage with your brand.
Furthermore, increased website traffic creates valuable opportunities for visitors to delve deeper into what your company has to offer.
Whether it’s exploring product details or learning more about your unique offerings, this influx of visitors allows you to showcase the best aspects of your business and entice them towards conversion.
3. Increasing Brand Trust With CBD Facebook Ads
In the highly regulated CBD industry, it’s crucial for companies to establish trust with their customers.
Due to regulatory constraints and the prevalence of misconceptions, many CBD businesses often need assistance when it comes to building credibility.
Businesses can effectively showcase their expertise and dedication to educating consumers about CBD by consistently sharing top-notch blog content through targeted Facebook Ads.
This strategic approach not only establishes credibility but also engages a wider audience, ensuring that valuable information reaches the right people who are in need of it.
Informative and well-researched blog posts that address common concerns, provide product insights, or offer health and wellness tips can help establish credibility, increasing brand trust among potential customers.
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Best Practices For Advertising CBD 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 in an effective and engaging way.
1. Define Target Audience:
By carefully analyzing demographics, interests, and behaviors related to CBD consumption and wellness, you can effectively identify your target audience.
This crucial step ensures that your blog content will be tailored to individuals who are not only more likely to engage with it but also derive maximum benefits from the information provided.
2. Compelling Ad Copy:
Create captivating and concise ad copy that effectively showcases the value and advantages of your blog content.
Craft it in a way that connects with your target audience, evoking curiosity and inspiring them to click through and delve into your enriching blog post.
3. Engaging Visuals:
Incorporating captivating visuals into your ads is a surefire way to grab your audience’s attention.
By using relevant images or videos that resonate with your message, you can create an aesthetically pleasing ad that stands out from the crowd.
The power of compelling visuals should be considered, as they have the ability to boost click-through rates and generate higher levels of engagement with your content.
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. By analyzing the data and making iterative improvements, you’ll be able to maximize the performance of your ads and drive better engagement and conversions.
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.
By analyzing the data and making iterative improvements, you’ll be able to maximize the performance of your ads and drive better engagement and conversions.
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 other analytical resources.
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.
With this data-driven approach, you can confidently make informed decisions that will optimize your advertising efforts and drive better results.
CBD businesses can greatly benefit from utilizing Facebook ads to consistently provide valuable and informative content to their target audience. By doing so, they can position themselves as trusted sources within the industry, driving higher levels of engagement. This strategy ultimately leads to enhanced brand recognition and increased customer loyalty, helping CBD businesses solidify their reputation in the market.
Is There An Alternative To Advertising CBD on Facebook?
Yes, there are actually TWO amazing alternatives to advertising CBD on Facebook and each is a CBD marketing tactic that you should consider for your brand.
- Programmatic Display/Banner Advertising & Retargeting
- Google Search Advertising
Programmatic Display Advertising:
Programmatic display advertising for CBD allows you to have priority ad placements on some of the world’s most popular websites.
Google search advertising allows you to target people who are actively searching to buy CBD products online. These people have the intent to purchase.
What’s the definition of programmatic advertising for CBD products?
A simple definition of programmatic advertising by Digital Marketing Institute is: “The use of software to buy digital advertising”.
The great thing about using this tactic is that CBD advertising is allowed!
We feel programmatic display/banner advertising is a great alternative to Facebook advertising because the advertising tools are the same as what Facebook offers.
So instead of targeting people on Facebook or Instagram, where you have to go through the extra work outlined above, with programmatic display ads for CBD you can target people on popular websites, create custom and look-a-like audiences, and retarget all website visitors, just like you can do on Facebook.
In terms of costs, display advertising is less expensive than Facebook. We typically recommend a minimum media budget of $50/day per campaign for display ads, and with Facebook ads for CBD, we recommend a minimum spend of $75/day.
The best part is that you can get started with CBD advertising, creating brand awareness, product trust, and increasing traffic to your website much faster using programmatic display ads as opposed to CBD ads of Facebook.
We’d highly recommend this CBD marketing tactic for all CBD brands who aren’t interested in creating a new, clean, “hemp” site that only sells topicals.
Google Search Advertising:
We have been using paid search ads on Google to advertise CBD for many of our clients since 2018!
While Google may say that they do not allow for CBD ads, that’s only partly true.
It is possible to get Google Ads approved on their search network but there is a strict process that CBD advertising agencies and CBD brands must follow.
At this time, Google does not allow for CBD advertising on the Google Display Network or on YouTube.
As for the Google Shopping Network, at this time, they do not allow for CBD product ads in North America, BUT, we have had success running CBD ads on the Google Shopping Network in the EU.
You can check out some of our case studies for CBD Google ads to see what we’ve been able to do using this channel. Here’s a case study on Google Search Ads for CBD in the UK and another case study on Google Ads for CBD in the USA.
We Can Help You Advertise CBD Online!
If you’re interested in using Facebook & Instagram to advertise your CBD products and you’re able to invest in the additional infrastructure required to get your ads approved, we can help you with professional and experienced CBD campaign management.
If programmatic display is something you’d rather try, we can help you get started right away.
We’re also able to advertise CBD on Google search so if social media advertising isn’t for you, we can still help you craft an effective CBD advertising strategy using search ads.
Please email us to request a quote or call us for a free 30-minute phone consultation.
We’re Ready To Help You Grow!