For most industries, Facebook is a critical component of businesses’ social media marketing plans, but for cannabis license holders, Facebook represents a big risk. At any moment, Facebook could shut down a cannabis business’ Facebook Page. The same is true of cannabis-related businesses selling ancillary products and services.
The question for cannabis license holders is quite simple. Is it worth the time and effort to publish content on Facebook when the rules are so murky and seem to vary from one cannabis business to another or one post to another?
The answer is yes, but with a great deal of caution.
The Evolution of Cannabis Marketing on Facebook
Several years ago, Facebook didn’t want any type of cannabis content or businesses on its platform. At the time, cannabis business pages were shut down without notice both individually and in large numbers – like the Alaskan dispensary purge of 2017 or the Colorado, New Jersey, Arizona, Maine, Oregon, and Washington dispensary crackdown of 2016.
Eventually, Facebook loosened its restrictions (a bit) and many cannabis and cannabis-related businesses were able to develop their Facebook Pages without getting shut down. However, no one could find those pages unless they knew about them. That’s because Facebook omitted them from search results.
It wasn’t until October 2018 that Facebook revised its rules and allowed cannabis business pages to appear in users’ search results. However, there are still a lot of rules that cannabis and cannabis-related businesses need to follow, and most of those rules are vague and up to Facebook’s interpretation.
For example, advertising cannabis products and services is very difficult on Facebook. Cannabis businesses’ Facebook Ads accounts are shut down quickly and without notice with an appeals process that is completely meaningless (unless the media gets involved and Facebook gets bad press – then you might have a chance to get your account reinstated).
Facebook’s policies don’t allow posts or ads that promote the sale of cannabis, but the way the company implements those policies is confusing. The company states that content and ads which promote advocacy and don’t promote the sale or distribution of cannabis are allowed, but ad accounts that follow those guidelines are shut down all the time. From an educational company that advertised its seminars for people who want to open licensed businesses or secure employment in the cannabis industry to non-profit organizations that advertise community events, Facebook has dropped the hammer and disabled ad accounts with the same message:
“There’s no further action that you may take here. We don’t support ads for your business model. Consider this decision final.”
Despite the murky rules and the inconsistent application of those rules, Facebook might be catching up to the 66% of Americans who support legalizing marijuana.
In March, Telegraph reported that Facebook is thinking about changing its rules so businesses can promote cannabis products. A Facebook employee said during an internal presentation that the company is considering, “whether we can loosen this restriction, especially in relation to medical marijuana, legal marijuana, and brick and mortar stores.”
If rules do loosen, they would not apply to paid ads or the Facebook online marketplace. While cannabis would continue to be off limits in those instances, it could be allowed in normal Facebook posts. According to the Telegraph, Facebook put together an internal working group to evaluate how its rules could change to allow posts and discussions related to buying and selling cannabis in areas where it’s legal.
If the rules do change, Facebook would instantly become a more useful marketing channel for cannabis and cannabis-related businesses. Today, cannabis businesses must be extremely careful about the content they publish on their Facebook Pages. They can’t include their addresses, phone numbers, or prices, and they can’t sell their products or services through their pages. If Facebook changed its rules and allowed cannabis businesses to use the platform as businesses in other industries do, it would be far more valuable to the cannabis industry overall.
What Cannabis License Holders Can Do with Facebook Marketing Today
With caution, cannabis license holders can publish content on their Facebook Pages. Advertising is much more challenging, so be very careful that your ad image and text, as well as the landing page where the ad leads people, are about advocacy. Remember, even non-profits and educational companies have had their Facebook ad accounts shut down, so tread extremely carefully.
When posting content on your Facebook Page, follow these tips:
- Don’t say that a product is for sale, trade, or delivery.
- Don’t ask people to buy a product.
- Don’t list prices.
- Don’t encourage people to inquire or contact your business about a product.
- Don’t show images that depict the sale of cannabis products.
- Don’t post anything that gives instructions on how to grow, sell, or use cannabis.
- Don’t provide any contact information for people to buy cannabis products.
- Don’t make any medical claims.
- Do post educational, informative content.
- Do post advocacy content including data, statistics, quotes, legislative updates, health reports, research results, and so on.
- Do post images of products – just don’t post anything that implies the products are for sale, trade, or delivery.
Your Next Steps
Publishing content to a Facebook Page is a great way to build a community for your cannabis business that can grow over time. When Facebook eventually (hopefully) allows licensed cannabis businesses to advertise, you’ll already have a presence on the platform and an active page where people can learn more about your business. Having an active Facebook Page provides social proof and adds a level of brand trust that helps turn prospects into buying customers.
In terms of the content you publish on your page and whether or not you try Facebook advertising, only you can decide the level of risk you’re willing to accept. Learn the guidelines and understand that Facebook has a tendency to leave them open to interpretation – Facebook’s interpretation. Tread carefully.
Susan Gunelius, Lead Analyst for Cannabiz Media and author of Marijuana Licensing Reference Guide: 2017 Edition, is also President & CEO of KeySplash Creative, Inc., a marketing communications company offering, copywriting, content marketing, email marketing, social media marketing, and strategic branding services. She spent the first half of her 25-year career directing marketing programs for AT&T and HSBC. Today, her clients include household brands like Citigroup, Cox Communications, Intuit, and more as well as small businesses around the world. Susan has written 11 marketing-related books, including the highly popular Content Marketing for Dummies, 30-Minute Social Media Marketing, Kick-ass Copywriting in 10 Easy Steps, The Ultimate Guide to Email Marketing, and she is a popular marketing and branding keynote speaker. She is also a Certified Career Coach and Founder and Editor in Chief of Women on Business, an award-winning blog for business women. Susan holds a B.S. in marketing and an M.B.A in management and strategy.