Cannabis Marketing Compliance 101: What You Can Legally Say in 2025
Get ready, because 2025 is a big year for how you market your cannabis business.
Regulators in Canada and the United States have gotten serious, they spent 2024 upgrading their tools. Think of things like smart computer programs at Health Canada listening to social media, and new dashboards in places like California's Department of Cannabis Control that review ads. This means every single social media post, every banner ad, and even the pictures and words on your in-store menu screens could be checked instantly for words or images that aren't allowed. If you mess up, it's not just about paying fines (which can be as high as CA $1 million in Canada). You could also have your ads shut down on platforms, wiping out all your past advertising efforts overnight.
Here's the good news: when you get compliance right from the start, you actually win. Brands that are good at following the rules often pay less for their ads, get their marketing materials approved faster, and build stronger trust with their customers. This article will explain exactly what you can, and definitely cannot, say or show. We'll look at rules in different states and Canada, and even what specific online platforms allow. Let’s dive in.
Why You Need to Care About Weed Marketing Compliance More Than Ever in 2025
Ignoring compliance is going to cost you more this year. Here’s how:
Bigger Fines, Faster Action: Health Canada did 30% more checks last year, and California's DCC can now email you instantly if your ads don't follow rules like staying away from certain topic areas.
Online Platforms Are Watching: Big sites like Google have automatic systems that block ads. They look for any mention of things like "THC" or "weed," even in the web address shown in your ad.
Your Brand Can Get Hurt: If even one post gets flagged, your reach on places like Instagram can drop for weeks. That’s because platforms like Meta can limit how many people see content from businesses selling regulated products if they find violations.
Investors Pay Attention: If your cannabis company is public, investors look at how well you handle compliance. If your ads keep getting taken down, it can make investors less confident in your business.
Staying compliant builds your shop’s trust with platforms and people so you can focus on your customers. Here’s a cannabis compliance audit checklist to help you stay ahead.
How Cannabis Advertising Rules Work: It's a Three-Layer System
To do marketing the right way, you need to understand that your rules come from three different places. They are:
Federal / National Laws: These are the main rules for the whole country. In Canada, the Cannabis Act has broad bans on showing certain lifestyles or using endorsements from famous people. In the U.S., because cannabis is still illegal at the federal level, it affects where you can advertise nationally.
State or Provincial Rules: These are the specific rules for where you operate. For example, in California, when you advertise, you must make sure that at least 71.6% of the audience is expected to be 21 years old or older.
Platform Policies: Google, Facebook, Instagram, and other websites have their own rules about what you can advertise. These rules are often stricter than the government ones. For instance, Google doesn't allow keywords related to recreational drugs, and Meta blocks any language suggesting you can "buy/sell" THC products.
You need to follow all three sets of rules for every single marketing message you put out to be successful, especially for medical cannabis clinic branding.
Following the Rules for Where You Advertise
Think about where your marketing appears and what rules apply. Here’s a quick list to consider:
Your Website: If you say your cannabis is "organic," you need proof, like official certification. If you don't have that, say something like "certified-organic flower" and be ready to show the paperwork.
Google Ads: Don't use words like "dispensary" in the title of your ad. Instead, use approved terms like "licensed store" plus the name of your city.
Social Media Posts: Be careful with emojis or pictures that might look like they're for kids (like fire or smoke emojis). Use neutral images or skip the emojis.
In-Store Screens: Don't make medical claims, like saying a product gives "fast pain relief." Instead, share facts, like explaining what different terpenes do.
SMS & Email: You must have proof that people specifically agreed to get messages from you, with a date and time stamp showing they said yes twice (double opt-in logs).
What You Can and Cannot Say – Depending on Where You Are
Rules about specific words are different in Canada and the U.S. Let’s explore both more closely:
In Canada (Under the Cannabis Act)
Never Say: Things like "safe" or "natural high." Don't include celebrity shout-outs or endorsements.
Allowed (But Only in Specific Ways): You can show prices and promotions inside your store where kids aren't allowed (age-gated). You can also share plain facts like THC/CBD percentages.
Find further details: Health Canada guide on promotion
In the United States (Rules in Key States)
In California, you must make sure your ads are mainly seen by people who are 21 years old or older, aim for at least 71.6% of your audience being over 21. You also need to clearly show your license number in your marketing. What you must never do in California is make any medical claims about cannabis unless you have strong scientific proof that has been reviewed by experts.
If you're marketing in New York, you need to keep your advertisements at least 500 feet away from schools and playgrounds. Also, don't use cartoon characters or mascots in your ads, as these can appeal to kids. You must never make claims that THC products offer "wellness" benefits in New York.
In Michigan, the rules require you to get your advertising materials checked and approved by the Cannabis Regulatory Agency (CRA) before you use them. You also need to include warnings about what the product does. You must never promise someone a "guaranteed high" or talk about how strong a product is in a way that isn't completely true.
For businesses in Florida, only those with a Medical Marijuana Treatment Center license are allowed to advertise cannabis. You also need to get your marketing materials pre-approved by the Department of Health. You must never offer deals like "Buy One Get One" (BOGO) on products or make claims about the specific effects that different cannabis strains will have.
For further details: State by state regulations.
Rules for Specific Online Places: Your Words Are Key
Different online platforms have their own strict rules. Here are the common ones:
Google Ads: They don't allow keywords like "cannabis," "weed," or "THC." Sometimes, they allow ads for CBD creams you put on your skin, but only in certain places like California, Colorado, and Puerto Rico, and only if they are certified. You can try using words like "herbal wellness" or "licensed store" instead. Be careful, if the word "cannabis" is anywhere on the page your ad links to, the ad might get rejected.
Meta (Facebook & Instagram): You can share educational content, show what your company culture is like, or post about good things your company does for the community. But they block anything that looks like you're directly selling products, pictures of people using cannabis, or emojis that seem like they're for young people. Get the full rules: Read Meta's policy on restricted goods
LinkedIn & X (Twitter): On LinkedIn, you can share your business knowledge with other businesses, but don't talk about prices or THC levels. X (formerly Twitter) lets you run paid cannabis ads, but only in Canada and certain U.S. states. You have to prove your age and use their tools to make sure only adults see your ads.
Programmatic Networks (like Weedmaps, Leafly): These websites already check people's age, but the words and pictures you use in your ads still have to follow state or provincial laws. Make sure your ad copy follows the rules when you use these platforms to reach specific customers.
Questions
Can I run Google Ads for CBD?
Only if you sell certified CBD products you apply to the skin, and only in California, Colorado, or Puerto Rico.
Can I show the THC percentage on Instagram?
Yes, usually in your regular posts. But not in paid ads.
Is it okay to say 'organic cannabis' in Canada?
Only if you have an official third-party certification that proves it's organic. But don’t use it in paid ads.
Can I offer loyalty points in Michigan?
Yes, you can, but the messages you use to tell people about it must be checked and approved by the CRA first.
Are using '420 memes' in my marketing risky?
Yes, they can be. If you use them, make sure only adults can see them and avoid using slang that makes getting high seem cool or exciting.
Words That Could Get You in Trouble
Avoid these terms because they often violate rules about health claims, appealing to minors, or making guarantees. Words to avoid:
Cures insomnia
Kid-friendly gummies
Guaranteed high
“World’s safest weed”
🍁🔥💨 emojis
“Anxiety-killer”
“Hangover-free buzz”
Quotes from celebrities saying they like your product
“100 % pesticide-free” (unless you have lab proof right there)
“Doctor-approved in every state”
Don’t forget to download a complete phrase checklist to keep on hand.
How to Market Smarter in 2025 and Stay on the Right Side of the Rules
Compliance shouldn't stop you from being creative; it should make you smarter. Here’s how to market well without breaking the rules:
Use Smart, Age-Checked Menu Screens: Budvue's digital screens can automatically hide products or information if Health Canada or state systems flag them. This helps you keep your in-store displays legal all the time.
Share Information, Don't Make Claims: Focus on teaching your customers. Sharing charts about terpenes is much better and safer than making medical claims.
Use Tools to Check Your Copy: Use a Phrase-Flag Checklist or a system that checks your writing automatically before you publish it.
Train Your Staff: Have regular practice sessions with your team (like budtenders) so they know what they can and can't say to customers, avoiding making promises about effects or health benefits.
Pick Ad Channels That Help with Compliance: Work with platforms like Leafly or Weedmaps that already check for age. Also, look for text message services that can verify someone's age before you send them promos.
Keep Learning: Rules change. Sign up for newsletters and updates about regulations (like Budvue’s Retail Insights newsletter) so you're always using the latest information.
Final Thought: Be Creative, Be Compliant
In 2025, being good at compliance is a major advantage in the cannabis market. With regulators watching closely, you need to be careful and accurate in your marketing.
Take some time today to look at your marketing words and pictures. Change anything risky to be more educational and fact-based. And use technology to make following the rules easier.
Want help making sure your digital signage and marketing is compliant and effective? Download our Phrase-Flag Checklist or ask Budvue for a strategy session. Let’s build campaigns that work and follow the rules in 2025.