Google to Allow Cannabis and CBD Ads in Some US Regions

Starting next month, Google will no longer prohibit the advertising of certain cannabis and CBD products in certain regions of the United States.

Last week, this internet giant announced that it will update its policies on "risky products and services, as well as healthcare and pharmaceuticals", to allow for marijuana advertisements in California, Colorado, and Puerto Rico.

Google announced that starting on January 20, 2023, FDA-approved medications containing cannabidiol as well as topical marijuana-based CBD products containing THC levels of 0.3% or less can be advertised within these jurisdictions.

Some formats, including YouTube bumper ads, will no longer meet the criteria for placement," the company said. "CBD will be removed from the list of unapproved drugs and supplements. Advertising for other CBD-based products, including supplements, food additives, and inhalers, will continue to be prohibited.

It is currently unclear why Google has restricted policy changes to these two states and one US territory, as marijuana and its derivatives, such as CBD, are legal at the federal level and these products are sold nationwide.

Furthermore, a drug called Epidiolex, primarily made from cannabis, has been approved by the federal government for the treatment of severe epilepsy seizures. This has raised questions about further regional restrictions.

Google is partnering with a company called LegitScript to verify the eligibility of cannabis-related products for advertising and allow for "instant" submission of applications.

In the United States, only externally applied CBD products that have been certified by LegitScript are allowed to be promoted on Google, according to the company. The certification process requires products seeking promotion to (1) provide samples for testing to ensure they comply with legal THC restrictions and (2) supply LegitScript with third-party analytical certificates.

Scott Roth, CEO of LegitScript, stated in a press release, "When people see the LegitScript seal on your product or website, they know that your operation is safe and transparent.

In an industry that still commonly faces issues with contaminated, substandard, or illegal products, it is more important than ever to give consumers confidence that the CBD products they purchase have undergone proper scrutiny," he said.

Advertisers certified by LegitScript and FDA-approved CBD drugs "must first be certified by Google before they can start advertising," according to a Google notification summarized by Search Engine Land. "From the date of publication of the form on January 20, 2023, advertisers may apply for certification from Google.

Google's shift could be beneficial to the marijuana industry, especially if it ultimately expands to cover all states and regions. For advocates, the policy change is also a symbolic victory and consistent with the evolving stance of other actors in the tech field on this issue.

In 2019, Google received criticism for announcing that its app store, Google Play, would prohibit marijuana products. However, it appears that the company has now relaxed this stance, as delivery services like Eaze can now be found on its app marketplace.

Apple has expedited the standardization of marijuana applications, having lifted a similar ban in 2021.

Meanwhile, Google co-founder Sergey Brin joked at a post-election meeting in 2016 about providing joints for employees.

In recent news regarding technology and marijuana, Twitter appears to have ended a federal partnership this month that provided users who searched certain drug-related keywords (including "marijuana") with recommendations for drug treatment. No such recommendations appeared for searches related to "alcohol.

In 2019, a Facebook executive discussed how the social media giant could use visual artificial intelligence to detect "policy-violating content," including advertisements promoting the sale of marijuana on the platform.