Meta Ads Compliance: How To Run Cannabis Ads WITHOUT Getting Banned

Summary

The script discusses marketing strategies for cannabis-infused beverages, emphasizing the importance of compliance with advertising policies. It highlights the distinction between educational CBD promotion and direct product sales, noting Google's strict hemp-only policy. The speaker showcases examples of successful brands, emphasizing the need for educational first contact before purchase. The script also introduces a beverage designed to offer relaxation and euphoria without the downsides of traditional cannabis or alcohol, positioning it as a healthier alternative for consumers seeking an enjoyable experience.

Takeaways

• 🌿 The product being sold is a cannabis-infused drink, highlighting the importance of advertising compliance.
• 📚 The policy allows for advertising educational CBD content that leads to additional information, but no direct mention of THC or CBD on the landing page.
• 🔍 Google's advertising policy is strict, allowing only hemp-related content and no mention of THC or marijuana.
• 🚀 Elon Musk's platform is more open, accepting ads for CBD and THC products.
• 📈 Brands like WYLD are successful by focusing on hemp in their advertising and directing traffic to educational landing pages.
• 🏃‍♂️ The 'Off Field' brand uses clever marketing to appeal to runners, emphasizing the benefits of microdosing.
• 🍾 The product aims to mimic the effects of alcohol, providing a quick onset and short duration, unlike traditional cannabis edibles.
• 💡 The key selling point is a beverage that makes you feel better without the negative side effects typically associated with alcohol or cannabis edibles.
• 🔬 The advertisement focuses on the science behind the product, positioning it as a healthier alternative to alcohol.
• 🌐 The strategy involves driving traffic from Facebook to a specific funnel that emphasizes hemp and CBD, avoiding direct mention of THC.

Q & A

What is the product being sold in the script?

The product being sold is a beverage containing microdoses of cannabis, specifically THC and CBD.

What is the core conversation about in the breakout stage?

The core conversation is about advertising compliantly for cannabis-related products, discussing the difference between compliant and non-compliant ways of advertising.

What does the policy say about advertising educational CBD products?

The policy states that you can advertise educational CBD products that lead to additional information with essentially two clicks to buy.

What restrictions does Google have on advertising cannabis-related products?

Google restricts advertising to only hemp products, with no mention of THC, marijuana, or any other cannabis-related terms.

What is the recommended approach for advertising on Facebook?

The recommended approach is to make the ads educational and informational, leading to a landing page that first educates before mentioning the product.

What is the significance of the term 'microdosing' in the context of the product?

Microdosing refers to the small, precise doses of THC and CBD in the beverage, intended to provide a controlled and mild experience.

How does the product differ from traditional cannabis edibles in terms of onset and duration?

The product has a faster onset of 5 to 10 minutes and a shorter duration of about 1 hour, unlike traditional edibles which can take 30 minutes to 1 hour to kick in and last 4 to 6 hours.

What is the main goal of the brand's advertising strategy?

The main goal is to position the product as an alternative to alcohol, providing a feeling of euphoria without the negative side effects associated with traditional cannabis edibles.

What is the founder's name and where is he from?

The founder's name is Aaron Nosich, and he is from West Florida.

What is the unique selling proposition of the beverage according to the founder?

The unique selling proposition is that the beverage allows consumers to feel better without feeling worse, offering an enjoyable and fun experience without the negative effects of traditional alcohol or cannabis consumption.

How does the brand plan to overcome the negative experiences associated with traditional cannabis edibles?

The brand plans to overcome this by educating consumers about the differences in their product, which has a faster onset, shorter duration, and avoids the conversion to 11-hydroxy THC, which is associated with the heavy feeling and negative side effects of traditional edibles.

Outlines

00:00

🌿 CBD Advertising Compliance

This paragraph discusses the nuances of advertising CBD products, emphasizing the importance of compliance with advertising policies. The speaker explains that while educational CBD ads are permissible, direct promotion of THC or CBD on landing pages is not allowed. The policy allows for hemp product advertisements but prohibits any mention of THC or CBD on the landing page. The speaker suggests strategies to navigate these restrictions, such as directing traffic to a separate, compliant landing page. Examples of successful brands like 'wyl.d' are highlighted, showcasing their approach to advertising and the importance of an educational first step before leading to a product page. The paragraph also touches on the strictness of Google's advertising policies, contrasting it with the more lenient approach of other platforms.

05:00

🍹 The Future of CBD Beverages

The speaker in this paragraph delves into the potential of CBD-infused beverages, comparing their effects to those of alcohol. They describe the experience of consuming a CBD beverage, noting that it provides a clear, elevated, and calm feeling without the negative side effects often associated with alcohol, such as depression. The goal is to create a beverage that enhances well-being without causing adverse effects. The speaker introduces their product, emphasizing its quick onset and short duration, similar to alcohol but without the hangover. They also discuss the challenges of competing against established substances like alcohol and the need to overcome negative perceptions associated with edibles. The paragraph concludes with an invitation for the audience to try the product and share their experiences, highlighting the founder's vision and the company's commitment to providing a healthier alternative to traditional intoxicants.

Keywords

💡Microdosing

Microdosing refers to the practice of consuming very small amounts of a psychoactive substance, such as cannabis or LSD, to achieve subtle effects without the full-blown intoxication. In the context of the video, microdosing is applied to cannabis-infused drinks, suggesting a controlled way to experience the benefits of cannabis without the overwhelming high. The script mentions 'micro do cannabis in a drink,' indicating the product's intention to provide a mild and manageable experience.

💡CBD

CBD, or cannabidiol, is a compound found in the cannabis plant that has therapeutic effects without the psychoactive properties of THC. The video discusses the advertising policy for CBD products, emphasizing that while it is permissible to advertise hemp-derived CBD products, it is crucial to follow compliance guidelines to avoid promoting THC or CBD explicitly on landing pages.

💡THC

THC, or tetrahydrocannabinol, is the psychoactive component in cannabis that produces the 'high' sensation. The script mentions that while hemp-derived CBD is allowed in advertising, THC and marijuana are not permitted, highlighting the regulatory differences between CBD and THC products in marketing.

💡Compliance

Compliance in this video refers to adhering to the advertising regulations for cannabis-related products. The script discusses the importance of following these guidelines, such as not mentioning THC or CBD on the landing page, to ensure that the advertisements are in line with policy, which is crucial for the industry's legitimacy and consumer trust.

💡Hemp

Hemp is a variety of the Cannabis sativa plant species that is grown for industrial uses and is low in THC. The video emphasizes that, for advertising purposes, especially on platforms like Google, only hemp products are allowed, indicating a stricter regulatory environment for cannabis products.

💡Landing Page

A landing page is a standalone web page, created specifically for the purpose of advertising where the visitor arrives after clicking on an online advertisement. The script explains the necessity of directing traffic to a dedicated landing page that is separate from the homepage, which is crucial for compliance and for providing educational information about the product.

💡Educational Advertising

Educational advertising involves providing information to consumers to help them make informed decisions. The video script suggests that advertising for CBD products should lead to additional information, emphasizing the educational aspect before any purchase, which is a compliant way of marketing these products.

💡Facebook Ads

Facebook Ads are a form of online advertising that allows businesses to create ads that appear on Facebook. The script mentions that Facebook is strict about advertising cannabis-related products and requires a two-click rule to additional information before any mention of CBD, ensuring compliance with their platform's policies.

💡Product Positioning

Product positioning is the process of presenting a product in a certain way to occupy a distinct place in the target consumer's mind, different from competitors. The video discusses how the cannabis-infused beverage is positioned as an alternative to alcohol, aiming to provide a feeling of relaxation and euphoria without the negative side effects.

💡Nanoemulsion

Nanoemulsion is a process that creates tiny droplets of one liquid dispersed within another, which can enhance the bioavailability and absorption rate of substances like THC. The script refers to 'nano MiFi THC' to explain how the product is different from traditional edibles, offering a faster onset and avoiding the conversion to 11-hydroxy THC, which can cause negative feelings.

💡11-Hydroxy THC

11-Hydroxy THC is a metabolite of THC that is produced when cannabis edibles are digested in the stomach. The video explains that this metabolite is associated with the heavy feeling and potential anxiety or paranoia that some people experience with edibles, whereas the nanoemulsion technology in the beverage avoids this conversion, offering a clearer and more controlled experience.

Highlights

Discussion on advertising compliant and non-compliant methods for micro-dosed cannabis drinks.

Policy clarification on advertising educational CBD that leads to additional information with two clicks to buy.

Google's strict policy on advertising only hemp products without THC or marijuana.

X wide open for advertising with no restrictions on THC or CBD.

Importance of starting with educational information about CBD before leading to product pages.

Demonstration of a compliant landing page design for Facebook traffic with educational focus.

Brand example: W YLD with a focus on hemp in advertising and a strong educational landing page.

The concept of 'micro-dose runners high' as a marketing strategy for a cannabis beverage.

Branding and marketing strategies that avoid direct mention of THC until the product page.

The unique selling proposition of the beverage: quick onset and offset without the heaviness of traditional edibles.

Comparing the beverage's effects to alcohol, aiming for a similar euphoria without the downside.

The founder's vision for a beverage that makes people feel better without feeling worse.

The beverage's potential as an alternative to alcohol, providing a way to enjoy without negative effects.

Aaron Nosich, the founder, introduces the science behind the beverage and its competition with alcohol.

The ad structure focusing on education and compliance for Facebook advertising.

The strategy of information-based funnels to drive traffic to landing pages with educational content.

Ketamine's growing trend and its potential for compliant advertising as an information-based product.

Transcripts

and so this is what we're selling it's

literally micro do cannabis in a drink

and what this core conversation on the

breakout stage is going to be it's going

to be talking about the ads cuz there's

a compliant way of doing this and

there's a non-compliant way of doing

this essentially here's what the policy

say the policy say you can advertise

educational CBD that leads to additional

information essentially two clicks and

buy that's the simplest way of

articulating it you can advertise hemp

products but you can't articulate

anything on the landing page as it's THC

or CBD there's a couple ways around this

I'll show you as we get into the landing

pages and the last thing on Google

Google is only hemp no THC no marijuana

no nothing only hemp on Google probably

one of the strictest right now but I

believe they're going to start adapting

especially when the dollars are starting

to flow and then on X wide open Elon

want your money spend it he's going to

very much accept it here you can see

it's pretty straightforward can CBD

boost my

energy when CBD doesn't work so it's a

very educational informational forward

that's is how to start it and you can

see even on the link learn. brand so

this page this Lander you don't want it

running to the homepage it has to run to

an off its own landing page that's just

for Facebook traffic or just for Google

Traffic platform into what learn first

that's the easiest way to move forward

with it and so it goes to even more

compliant so there's going to be tons of

this tons of these examples and I'll

have a link for it one of the largest

Brands wild if you walk into any uh pot

shop any CBD Place wild you'll see this

brand w yld d beautiful brand gorgeous

done and they talk about hemp right on

the ads but again you see what they're

running to learn learn learn learn has

to be first it has to be educational

first cuz Facebook's going to scrape

that so I'm going to go to the landing

page just next three

to this is where it lands so it adds

directly to a page like this simple it's

beautiful but look at all the buttons

view details I can't even buy it just

yet then I get to product page the only

mention the first time of CBD is on the

can at the product page that's

essentially two to three Clicks in

that's the biggest learning that you

guys got to get away

from great brand good insights and then

next is this is one one of my favorites

coming from somebody that enjoys running

they had a huge play on words called off

field so they're playing with the

runners High okay well done so you have

the off field and they're talking about

the world's first micro do runners High

we know what they're talking about we we

know what the micro do high is and that

that branding that style it's so well

done this video is just essentially like

a a psychedelic view of them pouring

some instant mix that is THC CBD and so

I think they did an incredible job so

you'll see this is the landing page for

them

specifically as they start to scroll

they tell you what it is and you'll see

right here on the can it'll show it

quickly oh it'll come back to me

there'll be a can at the bottom and it's

hidden and I would even say it's getting

a little bit little bit sketchy

here 5 mgram with the THC on the

side right on the product

page again beautiful brand a lot of

money being invested in this space

I I pay attention to these guys a lot

and so then we'll get into our brand

this is what we this is the next one we

run so this is going to be three videos

that first video is going to be a minute

long about a minute and 25 seconds I

want you guys to pay attention to what

it is that we're saying and how we're

positioning

it I heard descri today as light one is

Chill feel in about 5 to 10 minutes and

get this feeling of relaxation Clarity a

little bit some excitement some uh some

Euphoria uh and it's but it's chill it's

anything you normally be able to do uh

when you're completely s over you can be

doing on a one bre but then you can

stack it if you want if you want to have

a deeper more uh elevated experience you

take two three four I actually think

people are going to be drinking two to

five per sitting uh is going to follow a

very similar path to alcohol I believe

uh you know alcohol hit you in about 5

10 minutes it goes away in about 1 hour

bre follows that same curve which is

distinctly different most edible or

Canabis experiences if you eat an edible

it can work up and around and down takes

about 30 minutes to 1 hour to hit it's a

4 to 6 hour experience you're actually

creating a separate chemical called 11

hydroxy THC in your stomach when you

have a gummy or a cookie or a brownie or

whatever when you're using breeze it's

nano MiFi THC mean it's not digesting in

your stomach the same way so it's not

converted into 11 hydroxy Le Hydrox is

that heavy feeling that sitting and wav

that just kind of overwhelms you a lot

of people get their anxiet and paranoia

that we experiences from that uh this

bypasses that this is 5 to 10 minutes in

1 hour out you get this very clear

elevated Happy Feeling uh calm uh you

don't feel delirious and out of control

if anything you feel more conscious but

you still feel it it's not like uh I've

had some of these dreams that are just

like maybe something's happening but I

have no clue uh you'll feel it it's it's

undoubtedly there it's just not uh

overtaking uh you so I think that

feeling is understanding I really hope

that you get the opportunity to try it

we're trying to build a beverage that

will let you feel better without feeling

worse I think that this is what Society

needs I think this is what culture needs

and I think we've done it uh I just want

to help give people a real alternative

that can give them a way to feel better

without feeling worse a way to uh enjoy

and have more fun uh without without

feeling bad without poisoning themselves

and and then run away so I hope you try

it if you have tried it please let us

know what you think I'll share some

testimonies with other people and what

their experience has been like but in

the meantime have fun stay elevated and

I'll see you soon so that weird looking

guy is actually our founder who created

it his name is Aaron nosich out of West

Florida the mustache just kills me every

time I see this and every comment is

basically talking about what is this

mustache what are you doing here but it

this this angle this entire ad was

structured specifically to talk about

the science because the thing that we're

competing against I'll go even deeper on

this on the main stage we're not

competing against marijuana we're not

competing against hemp we're competing

against alcohol the feeling that alcohol

gives you on initial consumption is a

feeling of euphoria except that downside

of depression is right when it hits

after so if we can ride that and how

many of you guys have tried an edible

and it's been a terrible experience you

Tred an edible you're like why the [ __ ]

am I doing this I'm still high it's

miserable that that's the biggest thing

we have to overcome because when you try

the product like this it really does it

makes a major impact on this so this is

this one ad structure is educational and

Facebook loves this type of stuff we

drive to this is our funnel this is a

Facebook specific funnel so we don't

mention anything with uh THC in it it's

all hemp it's all CBD and so this is our

our landing page it's a unique it's a

different experience uh completely so

generally speaking the initial strategy

of the flow that we wanted to do is

information to information two clicks in

you to landing page or homepage same

thing for topical so this is just going

to be a hemp infused cream information

all the way to more

information mudat it's not

it's not necessarily a new Tropic or

it's not necessarily anything that or it

is a new Tropic it isn't against rules

but they get really into the anxiety CU

they're competing against coffee and so

this is one that they push the angle a

little bit more aggressive than most um

but they have incredible ads and they

really go after this this anxious

feeling overall even so much so as

ketamine Legion is a one of the largest

growing West Coast and Middle America

Trend right now but ketamine strategy or

ketamine approach can be ran compliantly

on ads especially as an information

based

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[Applause]

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funnel