MENLO PARK, Calif. – Hemp and CBD product manufacturers and sellers are blocked from three fewer advertising channels after Meta Platforms Inc.—parent company of social media platforms Facebook, Instagram, and Threads—updated its advertising policies.
But don’t get too excited. Significant restrictions still apply.
Under the new policy, advertisers need written permission from Meta to promote or sell noningestible CBD products that contain less than 0.3 percent THC. Products containing more THC than allowed under federal law, those with psychoactive properties (i.e., delta-8), and ingestibles (edibles, tinctures, capsules, etc.) remain prohibited. In addition, CBD advertisers must be certified by merchant-monitoring service LegitScript and comply with all applicable local laws as well as “established industry codes and guidelines.” Promotions and sale offers may target only United States residents 18 years of age and older.
Advertisers of hemp products that do not contain CBD, THC, or other psychoactive components may target users in the U.S., Canada, and Mexico and are not required to obtain Meta’s permission or LegitScript certification as long they comply will local laws and established industry codes and guidelines. In addition, hemp advertisers may “educate, advocate, or give public service announcements related to CBD and related products provided that such ads don’t offer any prohibited products for sale.”
Meta is the third major platform to revise its rules regarding promotion of cannabinoids. In February, Twitter relaxed its U.S. rules to allow promotion and sale of hemp-derived topical CBD products containing no more than the federally legal 0.3 percent THC. In Canada, advertisers may promote products containing THC in only the regions in which they are licensed, and the ads cannot offer products for sale. One month earlier, Google announced a policy change that allows promoting FDA-approved pharmaceuticals containing CBD and hemp-derived CBD topicals with THC content of 0.3 percent or less in California, Colorado, and Puerto Rico. Both platforms also require certification by LegitScript.