le Announces Final Plans to Allow Ads For [Some] CBD Products //
In recent years, governments have relaxed their cannabis policies and other drugs. The U.S. legalized CBD, if it is from hemp, in 2018. Although it’s still illegal within the US borders, legalization has created a legal market (and lucrative) for CBD products across the US.
In 2022, the market for CBD reached a new peak with nearly $2 billion in sales.
Although CBD products are everywhere, the Google SERP is where you won’t be able to find them. Google has announced that it will soon begin allowing advertisements for CBD products.
Continue reading to find out what is changing and what you should do to advertise CBD products on Google.
What is Google doing to CBD products?
Google has had strict policies that prohibited advertising for CBD products. This was even though they were legalized and FDA-approved. Google has announced it will allow advertisers to market CBD products via its network starting January 20, 2023.
This is great news for cannabis marketers. However, not all CBD products will be allowed. Qualified advertisers will need to have LegitScript certification before they can place ads on Google.
Google Ads will allow you to search for CBD products.
It’s taking CBD off its long-list of unapproved pharmaceuticals but that doesn’t mean your local dispensary can start to promote its products. Most products are still restricted. Google will allow advertisers to promote CBD products meeting the following criteria starting January 20.
- FDA-approved topical pharmaceuticals
- Hemp-derived CBD products containing 0.3% or less THC.
The new policies also limit ads to Google only within California, Colorado, or Puerto Rico. Users under 18 years old will not see CBD Ads.
Google will continue to ban advertising for any other CBD products, such as supplements, food additives and inhalants. These products, along with many legal recreational products and tobacco, are prohibited by Google’s Dangerous products and services policies.
How can advertisers become certified to run CBD ads via Google?
You must first obtain LegitScript certification before you can start using Google Ads for CBD. Google has partnered previously with LegitScript in order to vet and certify advertisers for Addiction Treatment Services and other medical and pharmaceutical products.
First Apply via LegitScript to be certified to run CBD Ads for Google. This certification process ensures that all CBD ads on Google are legal, safe, and trustworthy.
When applying to be certified to run CBD ads via Google, you will need to prepare:
- Information about your company’s legal business, including its legal name as well as any “doing businesses as” names.
- You will need product information for each CBD product that you wish to certify. This information includes the following: product type, description and manufacturer.
- Samples of the products. As part of the application process, your submitted products will need to be tested by a third party.
LegitScript and their lab partners may take some time to process your application to become certified to run CBD ads. The order in which applications were received will determine how they are reviewed. LegitScript contains tips to speed up the CBD certification process.
What is the cost of a Google Ads CBD certification?
Unfortunately, getting certified to run CBD ads via Google is not free. LegitScript charges advertisers for its CBD certification per product and per website. Before they can advertise on Google, advertisers must pay a non-refundable application fee. Advertisers are then required to pay an annual fee for each product and website.
Websites may apply for verification. Once approved, they will be charged an $800 application fee. An additional $1,600 annual fee. Websites with significant compliance problems in the past may be granted probationary approval. Probationary websites that are not in compliance with LegitScript’s standards must show they are current and in compliance. Probationary websites pay a $2,250 annual fee in addition to the $800 application fees.
Before CBD products can be advertised, they must be certified by LegitScript. Costs for certifying CBD products will vary depending on the size of your catalog.
| Numerous CBD products | Non-refundable Application Fee Per Product | Annual Monitoring Fee per Product |
| 1 – 5 | $650 | $1,000 |
| 6 -50 | $600 | $925 |
| 51 – 99 | $550 | $850 |
| 100 + | $500 | $750 |
Get a discount on your CBD certification application fees
LegitScript waived its application fees for CBD certifications until March 31, 2023 at the beginning of their program. This could potentially save advertisers thousands of dollars. To waive the CBD product certification application fees, use the promo code CBDPRODapp and the CBDWEBapp codes to check out LegitScript’s website.
Google’s recent plans to allow CBD ads are a welcome development in a growing legal sector. While it may not allow advertisers to advertise for all CBD products, and LegitScript certification will cost these advertisers thousands of dollars per year, the value that advertising on Google brings is evidently worth it for many new advertisers.
You can learn more about Google Ads by visiting our Google Ads Tutorial. Don’t forget these cannabis marketing tips.
The post Google Announces Final Plans to Allow Ads For [Some] CBD Products originally appeared on WordStream.