Introduction
In a monumental announcement, Google has set the stage for a transformative shift in the CBD marketing landscape. Despite the booming growth of CBD products, one major platform has been notably absent from the advertising arena: Google.
However, that is all about to change. Recently, Google revealed its decision to allow ads for certain CBD products starting January 20, 2023. This marks a significant departure from Google’s previous stance, which staunchly prohibited CBD advertising even as the industry gained legal and FDA approval.
What’s Changing and What It Means for CBD Marketers
Google’s new policy will permit advertisers to promote select CBD products on its platform, but with stringent criteria. Advertisers must be certified by LegitScript to ensure compliance with regulations.
Not all CBD products will qualify for Google’s ad space. The policy will only allow ads for topical FDA-approved pharmaceuticals and hemp-derived CBD products containing 0.3% THC or less. Additionally, ads will be restricted to specific locations such as California, Colorado, and Puerto Rico, and will not target users under 18.
Challenges and Opportunities
While Google’s decision is a positive development for the CBD industry, it presents challenges. Advertisers will need to navigate rigorous guidelines and certification processes, adding complexity and cost to their campaigns.
Despite these challenges, the opportunity to advertise CBD products on Google signifies a significant milestone. By opening its platform to CBD marketers, Google offers a powerful new channel to reach consumers interested in CBD products.
Certification Process by LegitScript
A pivotal aspect of Google’s new policy is the requirement for advertisers to obtain LegitScript certification. This third-party service evaluates the legitimacy and compliance of healthcare product advertisers, including those in the CBD sector.
To achieve certification, advertisers undergo a thorough review process, submitting comprehensive company and product information. They must demonstrate compliance with all relevant laws and regulations governing CBD advertising.
Adherence to Google’s Advertising Policies
In addition to LegitScript certification, advertisers must adhere to Google’s strict advertising policies. These prohibit the promotion of CBD products containing more than 0.3% THC or those marketed with therapeutic claims lacking FDA approval.
Despite these restrictions, the ability to advertise CBD products on Google presents a significant advancement for the industry. Access to this vast online advertising platform enables CBD marketers to reach a broader audience, fostering growth and expansion.
Conclusion
Google’s decision to permit ads for certain CBD products marks a pivotal moment for CBD marketing. While the new policy introduces challenges such as certification requirements and strict guidelines, it offers a valuable new avenue for CBD marketers. As attitudes towards cannabis products evolve, Google’s embrace of CBD advertising represents a significant endorsement, bolstering the industry’s trajectory and potential for broader acceptance.
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