In 2025, cannabis companies continue to face significant challenges in marketing their products on social media platforms due to federal regulations and platform-specific policies. Despite these hurdles, brands are employing innovative strategies to engage audiences while remaining compliant.

Social Media Platform Policies on Cannabis Advertising

Social media platforms have varying policies regarding cannabis-related content: Social Media

• Meta (Facebook & Instagram): Prohibits paid advertisements for cannabis products, including THC and CBD. However, educational content that doesn’t directly promote sales is generally permitted. Read More: Latched Agency
• TikTok: Strictly bans content that promotes or sells cannabis products.
• Twitter (X): Allows certain cannabis-related advertisements, particularly for non-ingestible CBD products, provided they comply with specific guidelines.
• YouTube: Permits educational content about cannabis but restricts monetization and paid promotions related to cannabis products.

These policies often lack clarity, leading to inconsistent enforcement and confusion among cannabis marketers. Read More: Biomedcentral

Strategies Employed by Cannabis Brands

To navigate these restrictions, cannabis companies are adopting alternative marketing strategies:

• Influencer Partnerships: Collaborating with influencers who can share personal experiences and educational content about cannabis, thereby increasing brand visibility without direct advertising.
• Content Marketing: Creating blogs, videos, and educational materials that provide value to consumers and establish brand authority.
• Email and SMS Campaigns: Utilizing direct communication channels to share promotions, product information, and company news with subscribers.
• Search Engine Optimization (SEO): Optimizing website content to improve visibility in search engine results, driving organic traffic to brand websites.
• Programmatic Advertising: Leveraging digital advertising platforms that allow for targeted ads in compliance with local regulations.

Legislative Efforts and Legal Challenges

The legal landscape for cannabis advertising is complex and varies by jurisdiction:

• Mississippi: An appeals court upheld a ban on medical marijuana advertising, citing federal law that classifies marijuana as illegal. Read More: AP News
• New York: A state judge struck down a ban on cannabis advertising, ruling it violated free speech rights. Read More: New York Post

These cases highlight the ongoing tension between state-level legalization efforts and federal restrictions, impacting how cannabis companies can market their products.

Adapting To Markets

Cannabis companies must continue to adapt their marketing strategies to comply with evolving regulations and platform policies. By focusing on educational content, building direct customer relationships, and leveraging compliant advertising channels, brands can effectively reach their target audiences while navigating the complex legal landscape.