Mar 8, 2024

How to Advertise CBD Products on Google in 2024

Kaylee Foral
Media Strategist

In the past, Google maintained stringent policies that prohibited advertising for various CBD products, even as they gained legality and FDA approval. However, a significant shift occurred when Google made an announcement stating that as of January 20, 2023, it would relax some of these longstanding rules. This update from Google allows advertisers a pathway to market certain CBD products on its network, signaling a more accommodating approach towards CBD advertising.

Advertisers who meet the necessary requirements will be required to obtain certification from LegitScript before they can proceed with running CBD ads on Google. This certification process acts as a crucial step in ensuring compliance and maintaining the integrity of the advertising platform.

What CBD products are allowed to be advertised on Google?

While Google is taking a step forward by removing CBD from its extensive list of unapproved pharmaceuticals and supplements, it does not automatically mean that local dispensaries can freely promote their products.

In reality, the majority of CBD products remain restricted. However, starting on January 20, Google implemented new guidelines that allows advertisers to promote specific CBD products meeting the following criteria:

  • Topical FDA-approved pharmaceuticals
  • Hemp-derived CBD products with a THC content of 0.3% or less.

Moreover, these revised policies will only permit CBD ads within California, Colorado, and Puerto Rico. Notably, ads for CBD products will not be shown to users identified as being under the age of 18.

It's crucial to note that Google will continue to prohibit advertising for all other CBD products, including supplements, food additives, and inhalants. Additionally, Google's policies concerning dangerous products or services still prohibit the promotion of these products, as well as various legal recreational items and tobacco.

How to get certified to run CBD ads on Google

To begin advertising CBD on Google Ads, it is essential to undergo certification through LegitScript. Previously, Google collaborated with LegitScript to verify and certify advertisers interested in running ads for addiction treatment services and various medical and pharmaceutical products.

To obtain certification for running CBD ads on Google, the initial step is to submit an application to LegitScript. This certification process aims to ensure that all CBD ads on Google originate from reliable, legal, and trustworthy partners.

During the application process to obtain certification for running CBD ads on Google, be prepared to provide the following information:

  • Legal business information: This includes details such as the legal business name, any alternative names used for conducting business, and other pertinent legal information.
  • Product details: Provide comprehensive information about each CBD product you wish to certify, including product type, description, manufacturer details, brand name, Universal Product Code (UPC), product image, and a complete list of ingredients.
  • Product samples: As part of the application process, you will need to submit product samples. These samples must undergo third-party testing.

It's important to note that obtaining certification to run CBD ads through LegitScript may require some time. Applications will be reviewed in the order they are received. LegitScript may offer tips on expediting the CBD certification process and avoiding unnecessary delays, which you can find on their website.

How much does it cost?

Certification for running CBD ads on Google comes with costs. LegitScript charges advertisers on a per-product and per-website basis. There is a nonrefundable application fee, as well as annual fees for approved advertisers.

Website verification entails an $800 application fee and an annual fee of $1,600. Websites with compliance issues may be approved on probation, with a higher annual fee of $2,250. CBD products also require LegitScript certification, with costs varying based on catalog size.

Learn how to create CBD Google Ads that stick here.

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