May 16, 2023

How to Advertise CBD Products on Facebook in 2023

Kaylee Foral
Media Strategist

Over the years, Meta’s had tight policies for CBD products, but over the past year or two we’ve been seeing more and more companies sharing their hemp products through Meta ads.

So can you advertise hemp products on Meta? 

According to this *Meta resource, the answer is no if you are promoting cannabis products that contain related psychoactive components (including ingestible and non-ingestible products), Promote or offer the sale of cannabidiol (CBD) or similar cannabinoid (e.g. CBG) products, or expressly state or imply that the featured products can treat, cure, prevent, mitigate or diagnose a disease or medical condition

*Meta also states here that you can promote or offer the sale of Hemp products that don't contain CBD or >0.3% THC (e.g. hemp seed and hemp fiber) provided that they comply with all applicable local laws, required or established industry codes, guidelines and licenses and ads

However, that doesn’t mean you won’t get your ads rejected. According to Payment Cloud Inc. even if you comply with these Meta’s approval conditions, Facebook could still reject your ad. This is due to Facebook's automated systems falsely flagging ads related to touchy topics like CBD. So if your ads do get rejected, don’t fret – a Meta support rep should be able to manually approve it 

What strategies are CBD companies using to seamlessly get ads approved?

It’s all about the verbiage and images you use. In order to get your ads approved fast you need to avoid using statements like:

  • “Try our CBD oil today”
  • “Our hemp products treat anxiety”
  • “Reduce sinus inflammation with hemp cream”
  • “Can hemp alleviate your depression?”
  • “Can hemp improve concentration for those with ADHD?”
  • “Hemp oil improves concentration”
  • “Hemp removes your tension, increases relaxation and lifts your spirits”

Here are some bad Image examples Meta provides:  

Meta explains this image got rejected because it promotes cannabis oil, which is considered a THC product.

This image got flagged because it depicts and promotes parts of the cannabis plant that contain THC (for example, the buds).

This image also violates their policy because it promotes marijuana, which is considered a THC product.

Here are some good ad examples:

Notice: They aren’t showing any cannabis plants in their image. They kept it simple by showing the product, adding ‘Sleep’ to the image and then going into detail about what the product is and how CBD can benefit their sleep cycle in the copy.

This ad is an amazing example of working with Facebook's policies and not against it. Your Image can have the letters CBD in it as shown in this ad example, where you’ll get stopped is if you use terms like Cannabis oil, as it's considered a THC product

This ad is good for a couple of reasons. #1 it isn’t showing a cannabis plant or oil– instead they’re showing the final product (infused with CBD). #2 Instead of them saying something like “our product cures___” they educate their target audience on CBD instead. FIrst thing they do with the copy is add a hook that resonates with their audience's pain points, then go into more detail below.

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