Meta Ads with CBD products and alternative advertising options

Meta Ads publishing for CBD products

The Meta advertising platform has strict guidelines regarding the promotion of CBD products. In order to run ads effectively, you must first look at the guidelines and understand what is required. The aim when placing advertising on Meta should not be to find loopholes, but to create ads that comply with all guidelines. The previous assumption that special permission (LegitScript) was required for CBD advertising no longer applies exclusively (but is still possible).

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Meta guidelines

In order to advertise effectively on Meta, the following guidelines should be observed:

• Compliance with local laws: All products must comply with the legal provisions of the country in which they are advertised. The regulations for the relevant industry must be adhered to, whether in cosmetics, food or similar. Even though Meta has adjusted its guidelines, it must be ensured that products such as CBD oils, tinctures, food and cosmetics comply with local regulations, including a THC content below 0,3% (currently in Austria).
• Avoiding medical claims: Ads must not contain any claims about the treatment, cure or prevention of diseases. This concerns the regulation of health-related claims. There are no country-specific differences across the EU. The regulation has been in force since 2007. Click here for the Health Claims Regulation 
• Complying with Meta Ads standards: All ads must comply with Meta's general web standards. The full list of standards can be found here: Meta Web Standards This covers topics such as misinformation, discrimination, deception and similar matters.
• No psychoactive substances: Promoted products must not contain THC or other psychoactive substances.

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Click here for Meta's current help page with the current guidelines, which may of course change from time to time: Help page 

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So much for the guidelines that should be observed. 

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Now, let's move on to how ads can be set up to promote products containing CBD.

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Effective strategies for advertising CBD products on Meta

Despite the relaxation of the guidelines, Meta maintains its policy of restricting the direct promotion and sale of CBD and other cannabinoid products. Here are a few strategies for advertising successfully nonetheless:

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Use educational content

The focus should be on educating the target audience about the benefits and possible uses of CBD. Educational content builds trust in the brand and increases interest in the products without directly encouraging a purchase. By using educational content and focusing on education rather than direct sales, it is possible to effectively build a presence by communicating the benefits of the products transparently while complying with all requirements.

This method helps entice people who are already interested in CBD to click on the CBD Facebook ad, land on the website and find out more about it. This method can therefore ensure a continuous flow of targeted, highly qualified visitors to the website, which in turn has a positive effect on the brand's visibility and recognition.

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Incorporate customer feedback

Using customer feedback in ads can not only draw attention to the products, but also offers the advantage of social proof, which can gain the trust of new customers. Integrating customer feedback into your advertising campaigns can be a subtle yet effective way to communicate the benefits of the products without directly breaching Meta's guidelines. Rather than promoting the products themselves, authentic feedback should be shared from customers who describe the benefits of the products. It is important to highlight general wellbeing and wellness aspects without making specific health claims.

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Creative use of imagery

Visual content attracts attention on social platforms such as Meta and promotes engagement. Use creative imagery to communicate the essence of the brand and the general benefits of CBD without referring directly to the products. Images centred on wellness, nature, relaxation and general wellbeing can be effective in generating interest and building an emotional connection without explicitly promoting CBD. Ensure that the visual content is aesthetically appealing and consistent with the brand identity in order to build a strong brand presence.

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Minimising risk when running ads

A classic trial-and-error strategy must be avoided due to the risk of account suspension if ads are repeatedly rejected. A gradual and considered approach is advisable.

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Caution when wording content

Explicit CBD/THC terminology and language directly related to cannabis should be avoided. The challenge lies in highlighting the product benefits without violating guidelines. The words should therefore not appear in either the ad or the links, including videos or images.

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Strategic use of landing pages

The landing page is crucial to the success of the campaign. It should:

• Not use explicit CBD- or THC-related terminology.
• Focus on informative aspects of the product.

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Therefore, for brands whose main pages are laden with CBD/THC terms, it may make sense to set up a separate domain for the landing page in order to add an additional layer of protection.

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Alternatives to Meta Ads

While Meta Ads play an important role for CBD and hemp, there are other effective options available. Two outstanding alternatives, alongside Amazon, are programmatic display campaigns and search engine optimisation (SEO), both of which have their own advantages and areas of application.

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Programmatic Display Campaigns

Programmatic display campaigns represent an advanced form of digital advertising that makes it possible to automatically serve ads across a wide range of websites. This technology, fundamentally comparable to Google Ads, uses software to purchase digital ad space across a wide variety of websites, making the process more efficient and targeted.

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Advantages of Programmatic Display for CBD Advertising:

• Access to a wide range of websites: Programmatic advertising makes it possible to place ads on countless relevant websites, significantly increasing the reach of the campaign.
• Efficiency through automation: Using software to automate ad buying simplifies the advertising process and makes it more cost-effective.
• CBD advertising permitted: A significant advantage is that programmatic display campaigns allow the promotion of CBD products, which is an obstacle on many other platforms.

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This advertising method is particularly recommended when there are difficulties in creating a “clean” website, or when this is not desired at all.

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Search Engine Optimisation (SEO): Building Visibility in the Long Term

SEO, the optimisation of websites for search engines, is another exciting strategy for promoting CBD and hemp products. Although SEO is a time-consuming, long-term method, in my opinion it is indispensable for sustainably building visibility and traffic.

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Key Elements of a Successful SEO Strategy:

• Comprehensive keyword research: Identifying and strategically using relevant keywords that potential customers use is fundamental to effective SEO.
• High-quality content: Regularly published, informative and valuable content attracts visitors and increases the time spent on the site, which has a positive effect on rankings.
• Technical optimisation: Improving the website structure, loading times and mobile-friendliness are important factors that search engines take into account when assessing a page.

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A well-thought-out SEO strategy can help to significantly increase online presence. Unlike paid advertising, which delivers immediate results, SEO builds lasting organic growth that leads to a stronger brand and higher revenue in the long term.

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Conclusion

The successful use of Meta Ads for CBD and hemp products requires a thorough understanding of the guidelines, strategic planning and a cautious approach (we want to avoid account suspensions). By focusing on educational content and clearly communicating product benefits without direct calls to purchase, it is possible to advertise effectively and help reduce the stigma surrounding CBD products. A careful approach and adapting to the constantly evolving guidelines are the key to success. It is also important to keep an eye on changes to the guidelines, as many things are changing, particularly in this area.

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In addition to Meta Ads, programmatic display campaigns and SEO also offer powerful opportunities to promote CBD products online. Each method has its specific strengths and can, depending on a company's goals and resources, be used alone or in combination to increase brand presence and boost sales. Choosing the right strategy and careful planning are crucial to success in the world of CBD advertising.