You came here looking for what not to say in marketing CBD. With so many regulations and a constantly changing legal landscape, it’s challenging to keep up.
It’s no secret that the CBD industry is booming. In fact, it’s expected to be worth $16.32 billion by 2026 in the United States alone. That said, the U.S. still has some restrictions on what marketers can say while promoting CBD products.
In this post, I cover what to avoid in your CBD marketing materials. I’ll also provide answers to some of the most frequently asked questions about marketing cannabidiol.
Keep reading for the insight your next CBD marketing campaign deserves!
What Not to Say in Marketing CBD
Selling CBD products isn’t for the faint of heart; it comes with a lot of rules. Your success in this industry depends on your ability to stay compliant while still promoting your brand.
Many operators in the CBD space attempt to advertise the extract as a cure-all. They make it appear as though it’s a miraculous cure for everything, from topical application to ingestion, if you have a problem, someone is attempting to market CBD as an effective treatment option.
But entrepreneurs should keep in mind that at this point, the FDA’s dietary supplement definition doesn’t include CBD. Even though CBD was never a part of the Controlled Substances Act, more research is essential to determine the cannabinoid’s safety and efficacy.
With this in mind, here are five things you should avoid saying in your CBD marketing campaigns:
1. Making Health Claims or Mentioning Health Benefits
Medical claims are a no-go in CBD marketing. You cannot mention that your product can cure, mitigate, or prevent any disease.
You also can’t claim that your product has health benefits without scientific evidence to back it up. And if you want to use anecdotes, make sure they’re from people who aren’t associated with your brand in any way.
2. Untested Assumptions
When in doubt, don’t assume anything about your product. You can get in trouble for making assumptions about CBD’s effects, even if they’re based on studies done on other cannabinoids like THC.
Focus on research-backed information about CBD. Rather than assuming cannabidiol will produce a specific effect, let the science do the talking for you.
Quote reliable, authoritative resources. Find scientific studies, particularly, those that have been funded by the Federal government. Even though this data might be scarce, this information is what you’ll want to use in your marketing.
3. Certain Words
Avoid using words that relate your CBD products to the medical field. For instance, you should not say that your products “cure,” “treat,” “prevent,” “diagnose,” or “mitigate” any disease or recognizable illness symptoms.
While these words are big no-no’s, you can incorporate workarounds in your content. For instance, you might inform consumers that some cannabinoids might decrease stress or encourage better sleep.
4. Results Guaranteed
False advertising has the potential to put your operation out of business permanently. The money you’ll lose advertising your CBD products with lies simply isn’t worth the risk.
Supplements and over-the-counter medicine cannot be guaranteed to work. Thus, you should never guarantee a person’s desired results, particularly when it comes to CBD.
Everyone has a unique body. With this being the case, everyone has a different reaction to CBD.
While most people can administer CBD without feeling adverse effects, sometimes, a bad reaction can happen. Thus, specifying that there’s no risk taking CBD is sketchy for those advertising cannabidiol products.
Legal action can be taken against you if you’re guaranteeing results. Keep this in mind while you’re putting together your next CBD marketing campaign if you’d like to avoid legal percussions if consumers experience side effects while taking your products.
5. Anything the FDA Hasn’t Approved
You might be eager to get your CBD products on store shelves as soon as possible, but it’s essential to take the time to comply with FDA regulations.
You can’t say that your CBD is “FDA approved” unless it has, in fact, been approved by the agency. And even if your product has gone through the FDA’s approval process, you can only make specific claims that the agency has also approved.
The FDA has still not approved of CBD as a dietary supplement. Until this happens, you’ll want to avoid making any broad claims about your product’s effects on the human body.
Your CBD products need to comply with all applicable laws. This includes the Federal Food, Drug, and Cosmetic Act. The FDA has banned the addition of CBD to pet foods, dietary supplements, and food.
The rule must be obeyed, even if your product only contains hemp. With this being the case, you’ll need to be careful as you’re marketing CBD.
CBD Marketing FAQ
Can you advertise CBD online?
Pay-per-click is not allowed on some of the most popular online platforms and search engines, including Facebook, Instagram, and Google. While you cannot advertise CBD online, there are ways around this ban.
CBD SEO is a fantastic way to organically market your products and get your brand in front of people who are searching for information about cannabidiol. You’re effectively giving consumers more of what they need (education) while encouraging inbound traffic to your site.
Can you sell CBD on Facebook marketplace?
At this point, Facebook does not let consumers purchase or distribute CBD products on their platform. Furthermore, the social media platform does not allow sellers to promote products that contain CBD. But some other websites and blogs will allow you to market and sell your products.
What is the target market for CBD?
Even with adults aged from 18 to 35 being outspoken about CBD online, other demographics are known for purchasing CBD. The key here is to put yourself in your buyers’ shoes and think about what types of people would benefit from your CBD products.
Ultimately, the target market for CBD depends on your products. CBD extracts likely draw a younger target market. But topicals are commonly purchased by and for the older generations.
How does social media promote CBD?
Social media CBD promotions are a bit trickier. Posting diverse content regularly with relevant keywords and hashtags can go a long way. But you also have the option to utilize CBD influencers.
Depending on your budget, social media CBD campaigns have the potential to get your brand in front of millions of eyes. However, to gain traction, you’ll need to comply with social media platform rules surrounding this industry to ensure your account doesn’t get banned.
Can I advertise CBD on Instagram?
Instagram and Facebook will let you advertise some hemp-based topical products. However, you will not be able to mention CBD in your advertisements, landing page, product labels, e-commerce page, etc. If you’d like to promote CBD products on Instagram, you’ll need to switch terminology to hemp rather than CBD.
Closing on What Not to Say in Marketing CBD in 2022
In conclusion, marketers cannot say certain things while promoting CBD. This includes making any broad claims about the product’s effects on the human body, as well as anything that the FDA has not approved.
It’s important to take the time to comply with FDA regulations and make sure your marketing efforts and products are in compliance with all applicable laws. When in doubt, consult with an FDA regulatory lawyer specializing in CBD law.
CBD marketing can be tricky, but it’s not impossible. You can get around the bans on online advertising and social media promotions. And by thinking about your target market, you can ensure that you’re putting your products in front of the right people.
Just remember, when it comes to CBD marketing, it’s important to comply with the law and err on the side of caution.