In a groundbreaking announcement, Google has set the stage for a seismic shift in the CBD marketing landscape. For years, CBD products have been a booming business, with the U.S. market alone raking in nearly $2 billion in sales in 2022. Despite this growth, one central platform has been notably absent from the CBD advertising game: Google.
But all that is about to change. Google recently revealed that it will begin allowing ads for select CBD products starting January 20, 2023. This move marks a significant departure from Google’s previous stance, which had staunchly prohibited CBD advertising, even as the industry gained legal and FDA approval.
So, what exactly is changing, and what does this mean for CBD marketers?
Google’s new policy will allow advertisers to promote certain CBD products on its platform, provided they meet specific criteria. To be eligible, advertisers must be certified by LegitScript, a requirement to ensure regulation compliance.
However, not all CBD products can access Google’s ad space. The new policy will only permit ads for topical FDA-approved pharmaceuticals and hemp-derived CBD products with a THC content of 0.3% or less. Additionally, ads will only be allowed in select locations, including California, Colorado, and Puerto Rico, and will not target users under 18.
While Google’s decision to allow CBD ads is a positive development for the industry, it comes with its own set of challenges. Advertisers will need to navigate strict guidelines and certification processes, adding complexity and cost to their campaigns.
Despite these hurdles, the opportunity to advertise CBD products on Google represents a significant milestone for the industry. By opening up one of the world’s largest advertising platforms to CBD marketers, Google is providing a powerful new channel to reach consumers interested in CBD products.
As the CBD market continues to evolve, Google’s decision to embrace CBD ads signals a broader shift in attitudes towards cannabis products. While challenges remain, the potential benefits of advertising on Google are undeniable, making it a valuable tool for CBD marketers looking to expand their reach and grow their businesses in this burgeoning industry.
One of the key aspects of Google’s new policy is the requirement for advertisers to be certified by LegitScript. This certification process is designed to ensure that advertisers comply with all relevant laws and regulations regarding advertising CBD products. LegitScript is a third-party certification service that evaluates the legitimacy and compliance of healthcare product advertisers, including those in the CBD industry.
To become certified, advertisers must undergo a thorough review process by LegitScript. This process includes submitting detailed information about the company and its products and providing evidence of compliance with all relevant laws and regulations. Once certified, advertisers will be able to run ads for their CBD products on Google, opening up a valuable new marketing channel for the industry.
In addition to being certified by LegitScript, advertisers must adhere to Google’s strict advertising policies. These policies prohibit the promotion of certain types of CBD products, including those that contain more than 0.3% THC, as well as products that are marketed as having therapeutic or medical benefits without FDA approval.
Despite these restrictions, the opportunity to advertise CBD products on Google represents a significant step forward for the industry. By gaining access to one of the largest online advertising platforms, CBD marketers will be able to reach a much larger audience of potential customers, helping to drive growth and expansion in the industry.
To conclude
Google’s decision to allow ads for some CBD products is a game-changer for CBD marketing. While the new policy comes with its challenges, including certification requirements and strict advertising guidelines, the opportunity to advertise on Google opens up a valuable new channel for CBD marketers. As the CBD market continues to grow, Google’s decision to embrace CBD ads signals a broader shift in attitudes towards cannabis products, providing a significant boost to the industry as a whole.
