Table 1 Codes and Definitions for Social Media Platform Policies Regarding Cannabis Promotion
From: A review of social media platform policies that address cannabis promotion, marketing and sales
Codes | Definitions | Examples |
|---|---|---|
Specifies cannabis or marijuana in policy | Whether cannabis or marijuana explicitly addressed in policy (and whether noted distinctions from non-THC-containing CBD products or other product, e.g., delta-8 THC). | “We limit the distribution of or remove some content and accounts, including: individuals and unlicensed retailers offering to sell, purchase or trade alcohol, tobacco, drugs and weapons; offers, attempts, or instructions to bypass purchasing laws and regulation; instructions for creating lethal or toxic substances; and/or commercial sales of marijuana, marijuana products and paraphernalia.” – Pinterest “The following applies to campaigns for hemp-derived CBD products: ads cannot make medical, health, or therapeutic claims or show people consuming or smoking CBD products; product being advertised must be non-ingestible, and from legally-derived CBD; ads must be targeted only to states where CBD products are legal; and/or landing pages cannot sell or advertise other products or services prohibited by other Tumblr policies.” – Tumblr |
Recognizes jurisdictional differences | References to jurisdictional considerations of cannabis legality (e.g., geotargeting to locations where cannabis sales are legal or complying with local laws). | “We allow some limited ads for cannabis, CBD and related products, where legal, with appropriate targeting.” – Snapchat “Prohibits ads for illegal or recreational drugs….or anything specifically marketed to aid in the administration or use of such drugs…. The policy doesn’t include… drugs which may be legal or decriminalized in some regions, like marijuana, as long as the ad is properly geotargeted.” – Tumblr |
Paid advertising restrictions | Restrictions on paid advertisement, including cannabis-containing products, paraphernalia, and cannabis retailers (e.g., dispensaries, consumer lounges). | “Prohibited partners: Partners who engage or attempt to engage in any transaction involving controlled or regulated substances: prohibits the sale, buying, trading, or organizing the distribution of controlled, regulated, or illegal substances through our service (e.g., alcohol, tobacco, vaping products, marijuana, pharmaceuticals without a prescription, narcotics, other drugs).” – Discord (completely prohibited) “We allow discussions about the sale of these goods in stores or by online retailers, as well as advocating for changes to regulations of goods and services covered in this policy” – Facebook (allowed but with restrictions) |
Unpaid promotion restrictions | Restrictions on promotion, including the platform’s restrictions on unpaid content promoting cannabis (e.g., via retailer or brand social media accounts/pages and/or generated by individuals). | “Brick-and-mortar and online retailers may promote firearms, alcohol, and tobacco items available for sale off of our services; however, we restrict visibility of this content for minors. We allow discussions about the sale of these goods in stores or by online retailers, as well as advocating for changes to regulations of goods and services covered in this policy.” – Facebook (allowed but with restrictions) “Prohibits the depiction, promotion, or trade of drugs or other controlled substances. Do not post, upload, stream, or share: content that depicts or promotes drugs, drug consumption, or encourages others to make, use, or trade drugs or other controlled substances; content that offers the purchase, sale, trade, or solicitation of drugs or other controlled substances, alcohol or tobacco products.” – TikTok (completely prohibited) |
Cannabis sales restrictions | Restrictions on sales, including on vendor’s social media account or platform marketplaces, as well as individual user attempts to facilitate sales/purchasing. | “Prohibits its use to conduct illegal behavior or to buy, sell, trade, or share instructions to manufacture any types of drugs, substances, devices, goods or weapons which may be restricted.” – Tumblr “Prohibits use of Twitter for any unlawful purpose or in furtherance of illegal activities, including selling, buying, or facilitating transactions in illegal goods or services, as well as certain types of regulated goods or services (e.g., drugs and controlled substances).” – Twitter |
Underage restrictions | Restriction on underage access, including restricting access to or circulation of cannabis-related content among minors. Additional codes: (a) age specified; and (b) use of cannabis-specific or general guidelines. | “Some restricted goods require minimum age restrictions to comply with Instagram policies, including: alcohol, online pharmacies, prescriptions, drug and alcohol addiction treatment, etc.” – Instagram (unspecified age) “Adult content should not be made available to minors (< 18).” – Discord (specifies ≤ 18) “Any advertising related to the sale of cannabis or general promotion of cannabis brands must be (i) approved in advance by Tumblr, (ii) sold through our direct-sales team (i.e. not programmatic), and (iii) geo-targeted exclusively to people of legal consumption age in the above states (that’s 21 + in each case). Regardless of age-targeting, cannabis ads must not be designed, or appear to be designed, to appeal to under-age purchasers.” – Tumblr (specifies ≤ 21) |