CBD Oil Facebook Ads

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Promoting CBD ads on Facebook can be difficult when you’re not used to jumping through hoops. We make the process simple and easy. Click to learn how-to! This industry is the wild wild west, and you have to understand getting into it is immediately jumping to level 10 expert mode.

How to Promote CBD Ads on Facebook? Tips for Best Practices

You see it everywhere: CBD gummies, CBD sleep aides, CBD supplements and oils, or anything CBD you can imagine with any kind of shelf life.

TIPS TO PROMOTE YOUR CBD ADS ON FACEBOOK

  • Can My CBD Business Benefit from Putting CBD Ads on Facebook?
  • Navigating Regulations for CBD Ads on Facebook
  • What is Native Advertising on Facebook?
  • Promoting CBD Ads on Facebook: Best Practices
  • What Can I Do If Facebook Won’t Approve My CBD Ads Campaign?
  • Frequently Asked Questions
    • Can You Do CBD Ads on Facebook?
    • Can You Promote CBD Oil on Facebook Ads?
    • Will I Ever Be Able to Mention CBD in My Facebook Ads?
    • How Can I Organically Market CBD on Facebook?

    No longer some kind of “hippie” product, CBD has made its debut on multiple stores shelves, on Amazon and elsewhere across the web and globe. So WHY on , (or some choice language) is it so difficult to promote CBD ads on Facebook?

    The answer, of course, lies in the Facebook advertising policy.

    You see, it wasn’t until the 2018 Farm Bill that Cannabis and CBD was even recognized as a non-illegal product, but even with the introduction of the bill, Facebook has yet to update their ads policy, leaving us with only a small and specific subset of ads that make it past the checkpoint.

    Thanks to it being incredibly difficult to get anything through the ever watchful eye of Facebook, we decided to make it easier on everyone and create a guide detailing EXACTLY what you needed to do to get those CBD ads rolling on Facebook.

    Ready? Let’s roll.

    Can My CBD Business Benefit from Putting CBD Ads on Facebook?

    If you sell CBD products, the answer is yes, but for the more technically-minded individuals reading, allow me to explain.

    A study done in mid 2019 revealed that a whopping 40% of individuals ages 18-29 have used CBD at some point in the past or were current users.

    It also found that 15% of individuals aged 60 and older had also tried or were current CBD users.

    This means that on average 64 million Americans have tried or are currently using CBD.

    And 75% of the businesses with CBD as an offering are owned by women.

    In addition, 40% of Americans are interested in trying CBD.

    With numbers like this, it’s no surprise that businesses are getting in on the hype. However, when it comes to MARKETING CBD, things get (a lot) more complicated.

    It’s no surprise either that the BEST place to market CBD products is online. 1) Because the population that happens to be the biggest users spend a majority of their time plugged in online and 2) it’s the perfect platform for getting in front of your buyers in the most thumb-stopping way possible. Literal magic.

    The thing is, even with the internet playing a key role as the leading CBD sales channel with over 60% of the whole market being online, CBD business owners like you have a million hoops they’re required to jump through when it comes to CBD advertising on Facebook and Instagram.

    And that’s where we come in. Let’s get your CBD ads rolling!

    Navigating Regulations for CBD Ads on Facebook

    While it’s not exactly contraband anymore, there’s still a lot of uncertainty around CBD as a health or food related product, which can make it difficult for advertisers to use native advertising placement.

    What is Native Advertising on Facebook?

    In short, Native ads on Facebook are ads that blend in and reflect the content around them.

    Native ads exist within the news feed on both Facebook and Twitter, as well as a select other few websites and apps.

    Yes, Native ads are often criticized as a medium for social paid advertising because it can feel as if the network or advertisers are deliberately deceiving users into believing that the paid advertising placements are actually organic content.

    But the truth is that consumers are actually pretty comfortable with both the practice and the concept with a few exceptions:

    • They need to be from trustworthy brands
    • They need to be relevant

    Because CBD ads can benefit from being sandwiched between other health and medicinal posts, it can be difficult to get wording and imaging that is approved to use on the Facebook platform.

    CBD Ads on Facebook: Best Practices
    • List GENERAL benefits for CBD products and ALWAYS avoid making medical claims, especially serious ones. However, if you need a work-around, you can cite medically-backed sources like those found in the U.S. National Library of Medicine and/or the National Institutes of Health. Both are great options.
    • The Farm Bill requires each State to submit its own hemp regulation plan so that it can be approved for sales going forward. Unfortunately, not all States have done this yet, so pay attention to your local laws.
    • Building trust with consumers should always be your priority. You can do this by testing for contaminants, proving the quality of your CBD, being locally sourced or even calling for lab-results that can properly showcase the CBD percentages in your products. This is a good step to take now, but it’ll also play hugely in your favor at the point that CBD is fully legal.
    • While you CAN advertise CBD on Facebook, you CANNOT mention the products in your ads.
    • Refrain from using CBD within a domain name.
    • If needed, you can create a new Facebook account. Leave any CBD-related promotion or information off of the page.
    • This is complicated, but you’ll need to find creative ways to describe your products to your customers.
    • CBD images are currently allowed if they don’t mention CBD.
    • Target audiences who have an interest in “hemp oil”
    • Replace “CBD” with “Natural Plant-Based Remedies” anywhere in your ad creative and copy.
    What Can I Do If Facebook Won’t Approve My CBD Ads Campaign?

    Double check that your landing page does NOT mention CBD oil. If you need to, disconnect any correlation between the landing page and your main website. If it says CBD, it can be crawled by Facebook ad bots and it will be rejected.

    If you have a track record when it comes to rejected ads, this could play against you when it comes to getting CBD ads approved.

    Sometimes, improving your chances could be as easy as having an agency with a good track record publish your ads. Other times, this can look like taking a break from CBD and hemp related advertising and focusing on something else for awhile.

    Remember: when it comes to hemp ad policy and CBD and Facebook ads, you run the risk of having your account deleted whenever you get rejected. You can combat this by making certain that you’re doing what we described above: focusing on other things when possible to keep your track record positive.

    Frequently Asked Questions

    Just in case we’ve been amiss in answering all of your questions around CBD Facebook ads or hemp advertising laws, this section is just for you.

    Can You Do CBD Ads on Facebook?

    The short answer is “yes!” CBD ads, while tricky, are still very doable- and we would know! We’ve promoted CBD products for a multitude of our clients with great success. All it takes is following the rules and best practices we’ve described above, and making sure we’re being attentive to other ads as well to keep the spotlight off of any and all rejected ads.

    And yes, sometimes even when you follow every rule to the letter, your ads will be rejected. You can combat this by asking for a review or discussing with a Facebook partner.

    Can You Promote CBD Oil on Facebook Ads?

    Just like with any other CBD topical product, the answer is yes. Just don’t make serious medical claims and/or mention CBD in the ads at all. Opt for words like “Naturally derived ingredients” or “plant sourced ingredients” instead.

    Will I Ever Be Able to Mention CBD in My Facebook Ads?

    With hemp becoming medically and fully legal across the US, there’s been increasing pressure for Facebook to open the gates when it comes to their CBD ads policy. We believe that given time, Facebook is going to cave and make our lives a little easier.

    How Can I Organically Market CBD on Facebook?

    When it comes to what you can post on Facebook organically, there are much fewer limits, making it totally acceptable to market CBD on your business page.

    You’ll be able to utilize the words “CBD” and “Hemp” in your copy, as well as include it in your ad creative.

    Because this is the case, any standard social media marketing blueprint for business will do when it comes to making a plan for CBD marketing. However, we’d still recommend not making medical claims for the moment.

    Looking to learn more? Join our Facebook social media marketing group or read more incredibly insightful social media paid advertising information HERE.

    Keith Kakadia

    I am a native of New Orleans, LA with a passion for social media marketing, entrepreneurship, and making new connections. I enjoy the opportunity to work with amazing individuals and brands everyday.

    CBD Advertising On Digital Platforms: Navigating Mixed Messages And Confusion

    Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author.

    Mike Sill is the CEO & Co-Founder of Sunday Scaries, a CBD company with stress relief products.

    CBD companies face unique challenges, including a hazy regulatory framework and greater difficulty obtaining financial services. But perhaps the biggest industry hurdle is marketing products while navigating the odd edicts set by digital advertising outlets.

    Amazon, Instagram, Google, Facebook and other platforms all have unique rules for advertising CBD. Some companies take an entirely restrictive stance, while others officially put cannabinoid products at arm’s length while still attempting to bring in the industry’s ad dollars.

    But I’ve noticed that what most platforms share is a “soft” ban approach that allows CBD companies to put up ads without really identifying who they are and what the product is. And that does a disservice to both their advertisers and users who don’t really know what they’re purchasing.

    Confusing Legal Reasons For Ad Confusion

    Hemp-derived CBD with less than 0.3% THC was federally legalized in the U.S. by the 2018 Farm Bill, and the industry has since taken off. Within a year of legalization, a Gallup poll found that one in seven U.S. adults use cannabidiol- (CBD-) based products, and this number has only grown in the past two years.

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    Nevertheless, the legal and regulatory environment has been slow to catch up with federal law and consumer preferences. The FDA still hasn’t classified CBD as a dietary supplement, and not all states exactly match federal law, so regulations can vary.

    This situation causes many digital platforms to officially ban or restrict CBD ads. But whether it’s due to recognizing federal legality or simply wanting the ad revenue, they still allow CBD companies to advertise. Confusing, right? Let’s look at three platforms with somewhat similar rules but inconsistent enforcement of them.

    • Facebook/Meta

    The world’s most widely used social media platform still generally classifies CBD as a “drug” or “unsafe substance,” point number five in its list of Prohibited Content. Nevertheless, in 2019, Facebook relaxed the rules a bit. CBD companies could advertise if no mention of “CBD” was in the ad or where it links to, including videos, images and landing pages.

    In 2021, Facebook eased its rules further to allow “hemp-based topical products” to proclaim what they are: nothing ingestible. But many sellers of these and other hemp products report that the algorithm still rejects their ads. A Facebook support staffer told the New York Post that it’s because “at times, some content may get detected related to content that has been marked as unsafe.”

    Consider the situation these rules create. Companies must hide who they are and rebrand themselves with different landing pages, creative and product labeling. And the Facebook user doesn’t definitively know what they are looking at and possibly buying.

    • Amazon

    Amazon’s official policy is very clear: “Listings for products containing cannabidiol (CBD) are prohibited.” But as I’ve explained previously, “some sellers get around the ban by simply removing “CBD” from their packaging and listings and putting in alternate keywords.”

    Amazon does ban some of the CBD sellers it finds using this workaround, but I’ve observed that many of these companies simply rebrand themselves and pop right back up on the site, using the dubious practice of “brand burning,” or selling the same exact product under a different spun-up label. So, in addition to consumers again not having a clear idea of what they are buying, only the CBD sellers that use deceptive practices have access to the platform.

    • Snapchat

    A favorite destination of the vital millennial and Gen-Z demographics, Snapchat has some rules similar to Facebook’s, though they’re both less and more restrictive. To its credit, the social media platform is one of the first outlets to allow the use of the letters “CBD.” But its rules include: not showing ingestible products (gummies), not glamorizing the product by showing smiling people in ads, not saying what the product does or featuring any testimonials or reviews from consumers or reputable media outlets.

    So, again, Snapchat’s users don’t precisely know what they are purchasing or how to distinguish well-reviewed, quality-controlled products from questionable ones. In addition, CBD companies face inconsistent interpretation and enforcement of the rules, which can spur time-consuming and costly reworks (and re-reworks) of ads to meet shifting requirements.

    “Wild West” Advertising Persists In A Maturing Industry

    I believe many of these advertising platform issues will evaporate once the FDA allows CBD products to be marketed like dietary supplements and Congress passes some of the pending CBD-friendly bills under consideration. But in the meantime, the status quo isn’t doing anybody any favors.

    One thing that CBD owners can do is look to be extremely versatile and concentrate on “frictionless channels.” These are channels that allow CBD, like podcasts, influencer marketing and email marketing. This will save you more time than trying to create a door where there is a wall and prevent you from going crazy while the FDA figures things out.

    Another piece of advice is not to forget traditional marketing and the role that brand awareness plays. Out-of-home is an awesome marketing sector, and while you may not see the immediate direct response, the impressions grow over time.

    This industry is the wild wild west, and you have to understand getting into it is immediately jumping to level 10 expert mode.

    Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?

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