Facebook to Half-Assedly Allow (Some) CBD Ads As Long As They Don't Mention CBD

2 months ago

Some months ago I covered that the social media Goliath was to reconsider its position on cannabis sales advertising on the network. According to Digiday that day has now come and the platform will allow some CBD related ads.

But with a twist.

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Image via marketingland.com

Digiday, who refer to an agency source close to Facebook and knowledgeable in the topic, states that Facebook will start to allow topical CBD ads but only for non-ingestible CBD products. The platform has also changed its policy on Hemp related advertising and will allow ads for ingestible hemp products too.

In the face of the ever-growing industry, which is projected to hit a turnover of $55bn by 2025 in the USA alone, it is obvious that brands and resellers want to advertise, especially on a platform which offers highly targetable users.

With the current hype around CBD, and always more CBD products entering the market — with or without celebrities involved — agencies doing Facebook advertising sales are undoubtedly flooded by requests to launch advertising campaigns. With this year’s 4/20 being the largest yet, continued legalization across the world of at the very least medical cannabis and in many nations many CBD products not being outlawed, one would think that a platform which has developed its fortunes around initially making brands spend to send people to their pages on Facebook, then to continue and increase spending on their ever more targeted campaigns in order to gain visibility, the company and its revenue department are giddy full of eagerness to list cannabis-related ads. Facebook’s advertising is as genius as it is evil, after all.

Yet, the reality seems to be different and many of us are aware that Facebook, and its derivatives like Instagram are rather hostile to our healthy greens. Despite its capabilities to track anything and everything, as well as platform options to target solely legal areas.

And, reading in between the lines of Digiday’s report, the hostility continues and is obvious.

” Now, Facebook has relaxed its outright ban on CBD products, according to an agency source with knowledge of the matter. Advertisers are allowed to run ads for topical hemp across Facebook. Advertisers can run ads that direct to landing pages that feature ingestible hemp and topical CBD. But the ads cannot specifically feature those products. Facebook is still prohibiting ads for ingestible CBD, including ads that direct to landing pages with those products.”

In other words, few specific products are allowed to be advertised on the platform but only as long as CBD, or the products themselves, are not mentioned. No cannabis croissant advertising or ads for cannabis infused ice creams. If you sell lotions, pomades, rubs, and makeup you can advertise them as long as you do NOT specify in the ad that they contain CBD. ¯\_(ツ)_/¯

I imagine that the top level meetings at Facebook’s HQ must be interesting whenever the topic comes up. Obviously, the company has a twisted position and greedy as it has shown itself for ad dollars, the sales teams want to include cannabis products. Obviously, revenue focused teams are not against it either. Yet, does the all-ruling founder, and CEO, of the platform hold everything up?

Little is known about Zuckerberg’s (public) position on drugs, but there is a paragraph in "The Boy Kings" by former Facebook employee #51 Katherine Losse which mentions he was against drugs.

"I shuddered to think what he would have thought of the nights in Brazil in 2005 when our Hopkins student group danced samba until morning, fueled by caipirinhas and the local beer. Some of us did lines of coke in the bathroom. Mark would have passed out on sight. He hated drugs. I was told that he'd go pale at just the thought of them. At Facebook, we all knew never to mention the word drugs near him."

It is no secret, and a legal fact too, that Zuckerberg controls the board room with his majority voting share. Is the man holding up the legal expansion of cannabis business on Facebook, and the person responsible for the tough banning attitude the founder himself, the beer kegs drinking sports slipper wearer?

If the advertising expansion, as reported by Digiday, is true we have rarely seen a more half-assed effort to integrate what is legally allowed. Undoubtedly, someone higher up is vetoing things as long as possible and as long as they can oppose fiduciary duties.

We are pretty sure that Martha Stewart, whose team has historically made use of, and maximized from social media exposure — and advertising — would definitely pump thousands and thousands of dollars to promote her CBD for pets products line on Facebook. But, even in the face of rich business and growing revenue, somebody in Paolo Alto won’t allow her to mention the CBD element of her CBD products.

Ground control to Major Mark.
Your circuit's dead,
there's something wrong
Can you hear me, Major Mark?
Can you hear me, Major Mark?
Can you hear me, Major Mark?


Tags: #news #facebook #advertising #cbd #hypocrisy



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Facebook ? Are people still using Facebook ?

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Yup, and telcos are offering [not net neutrality compliant] free FB and IG in development nations as a stepping stone to convert a growing middle class. It’s one of the most toxic uses of toxic social media behemoths in the world.

Those users, they are locked in on FB and IG. No outgoing links open unless they have [prepaid] data too. It’s the perfect tool for populists in a just headline reading era. Should be legally forbidden but... politicians love it come election time.

FB is str8 BS. I bet they won't change a thing.

Hello
Interesting article

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Interesting comment too.

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Interesting reply on an interesting comment.