{"id":18023,"date":"2021-08-19T10:34:59","date_gmt":"2021-08-19T07:34:59","guid":{"rendered":"https:\/\/www.nekuda.co.il\/en\/?p=18023"},"modified":"2021-08-19T14:12:29","modified_gmt":"2021-08-19T11:12:29","slug":"cbd-marketing-google-facebook","status":"publish","type":"post","link":"https:\/\/www.nekuda.co.il\/en\/cbd-marketing-google-facebook\/","title":{"rendered":"CBD Marketing in Google & Facebook"},"content":{"rendered":"

In recent years, you can\u2019t stop hearing about CBD and its various health benefits. CBD, or Cannabidiol, is one of the two main components of the cannabis plant (the other one is THC). CBD doesn\u2019t have an intoxicating effect; and it is commonly used to treat inflammation, reduce stress and anxiety and relief pain.<\/p>\n

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CBD is already legal in many countries worldwide. In Israel, theoretically you\u2019ll need a specific medical license to purchase CBD products. Still, beauty brands take advantage of this trend and develop CBD-enriched cosmetics products. And in the parallel universe of the internet, CBD companies are getting ready to the day after the legalization.<\/p>\n

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It means that many organic search results are already taken by those who didn\u2019t wait for the rules to change. Those who plan to wait, may soon discover not only the level of competition, but also the limitation on online advertising<\/a>.<\/p>\n

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Can you advertise CDB products online?<\/h2>\n

The short answer:<\/strong><\/p>\n

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Google<\/strong> \u2013 officially, Google bans advertising of CBD products, but there are (more or less effective) ways to bypass this ban.<\/p>\n

Facebook<\/strong> \u2013 there\u2019s no official ban against CBD products, but unofficially advertising is forbidden, except for CBD topicals, and as long as the terms CBD, cannabis or marijuana will not be included in the ad\u2019s copy or the landing page.<\/p>\n

Taboola & Outbrain<\/strong> \u2013 CBD advertising is allowed in countries where it is legal (currently not in Israel), under a long list of restrictions. For example, you can\u2019t advertise CBD-infused edibles or supplements, and can\u2019t use images that evoke the cannabis plant. Also, advertisers are required to disclose THC levels and make sure they meet with the target region regulations.<\/p>\n

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The long answer:<\/strong><\/p>\n

CBD Advertising on Google<\/h2>\n

Google puts CBD and its products under the Unapproved pharmaceuticals and supplements<\/a> category. Though less strict than the list of Dangerous products or services, where they put cannabis, for recreational and medical use, still, advertising CBD products, or even informational content about CBD, is forbidden. Violating these policies may result in the ad disapproval and even the suspension of the account.<\/p>\n

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That is the official answer. Behind the scenes, Google started to collaborate with selected CBD companies to test CBD advertising<\/a>. During this collaboration, the companies could submit ads for different Google advertising platforms, such as YouTube and the search network, under some restrictions. For example, the advertisers were discouraged form using the term CBD, and encouraged to use alternatives such as full spectrum oil. Google later denied being involved in this experiment.<\/p>\n

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There is also a breach in Google\u2019s policy, which theoretically enables advertisers to sneak in search ads for CBD products.<\/p>\n

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As mentioned before, Google forbids using explicit terms such as CBD, cannabis, marijuana, weed and other synonyms in the ads and the landing pages. But, you can still bid on these terms.<\/p>\n

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So, the process goes like this:<\/strong><\/p>\n