Creative Guidelines for Cannabis Campaigns
All cannabis campaigns must adhere to the creative guidelines below. Please see additional state-specific creative requirements later in this document.
- Creatives submitted by unlicensed cannabis companies will not be permitted to run
- Any creative for an infused product must include “For Adult Use Only” within creative
- Video creatives require minimum 3 days for approval
- Creative should focus on branding, brand values, social equity, and location
- Note: cannabis ads running in the state of Florida must first be approved by the state. We will operate only when approval is provided and confirmed by the submitting advertiser or agency.
Prohibited content:
- Any statement that is false or misleading
- Advertisements that could reasonably appeal to young persons include the use of cartoons or characters. Creatives associated with or directed at youth culture are strictly prohibited.
- Information about product price
- Testimonials or endorsements
- References to a product's strength, potency, or efficacy (ie, an ad with the message “It works great!” will not be permitted to run)
- References to lab testing results/data
- Depictions of a person or character consuming a product
- Claims of medical/health benefits or claims to diagnose, heal, cure, prevent, treat, or reverse any disease, condition, or illness. Words such as “restore,” “support,” “maintain,” “raise,” “lower,” “regulate,” or “stimulate” might create an implied disease claim if, in the context, they are used, they imply an effect on disease. Similarly, words like “prevent,” “mitigate,” “diagnose,” “cure,” or “treat” would be disease claims if the context of their use implied an effect on a disease.
- Incentives for consumers to engage in exchange for free product
- Statements that claim or boast about the legality of hemp
- References to literature, studies, or news articles about hemp
ADDITIONAL GUIDELINES FOR MEDICAL CANNABIS CAMPAIGNS
Prohibited content:
- Doctors promoting a particular dispensary
- Statements that disparage a competitor’s product
- Claims that a particular product is endorsed by the state where the ad is running
Advertisers must ensure ad creative and targeting comply with state and local regulations. Please consult an attorney for specific questions on state and local regulations.