Pinterest Cannabis Ads: Rules & Strategies

Pinterest allows some cannabis content, but has strict rules. Here’s what you need to know:

CBD/hemp ads okay if THC < 0.3%, focus on health benefits
No recreational cannabis or illegal drug promotion
Educational and lifestyle content permitted
Indirect promotion through wellness themes works best

Key strategies:

Create informational pins about cannabis benefits
Use high-quality visuals and infographics
Target relevant interests like natural remedies
Stay updated on policy changes
Consider influencer partnerships

Allowed	Not Allowed
CBD health info	Recreational cannabis ads
Hemp product images	Illegal drug imagery
Cannabis education	Drug use promotion

By following the rules and focusing on valuable content, cannabis brands can reach Pinterest’s 442 million monthly active users. The U.S. cannabis market is projected to hit $50.7 billion by 2028, making Pinterest an important platform for growth.

Pinterest’s rules for cannabis ads

Pinterest’s cannabis advertising policies are strict but offer some opportunities:

What’s allowed and what’s not

Pinterest prohibits ads promoting illegal or recreational drugs, including cannabis. This covers:

Illegal drug imagery
Drug paraphernalia
Info about illegal drug use/legalization

However, some cannabis content is allowed:

Allowed	Not Allowed
CBD/hemp info and branding	CBD/hemp product ads (some exceptions)
Organic cannabis content (art/education)	Illegal recreational drug promotion
Lifestyle/wellness themes	Direct cannabis product promotion

New policy updates

As of August 2023:

CBD/hemp ads: Now allowed for health benefits if THC-free
Age targeting: Stricter for cannabis content
Topical hemp seed oil: U.S. ads okay if negligible THC, no CBD, no health claims

Pinterest’s policies can be vague. Many cannabis companies struggle with compliance. One marketer said: "Pinterest’s policies are a moving target. We’ve had to constantly adapt our strategy."

To navigate the rules:

Use indirect promotion
Focus on lifestyle/wellness themes
Create educational pins without health claims
Stay updated on policy changes

Working within Pinterest’s rules

Here’s how to promote cannabis products while following guidelines:

Indirect promotion methods

Create lifestyle content
Share educational pins
Use wellness themes
Tell your brand story
Encourage user-generated content

Strategy	Example
Lifestyle content	Relaxing evening routine pin
Educational pins	Hemp history infographic
Wellness themes	Natural stress relief pin
Brand storytelling	Sustainable practices board
User-generated content	Customer packaging photos

Rules for CBD and hemp content

Ads okay for THC-free products focused on health benefits
Age restrictions apply
U.S. topical hemp seed oil ads allowed if negligible THC, no CBD, no health claims

To stay compliant:

Avoid health claims
Focus on general wellness
Use age-gating features
Check policy updates regularly

Content ideas for cannabis brands

Create engaging content while following rules:

Using lifestyle and wellness themes

Relaxation technique pins
Healthy recipes that complement cannabis
Stress relief and self-care mood boards

Creating infographics and educational pins

Content Type	Example
Infographics	"5 CBD Benefits for Anxiety"
Educational pins	"How CBD Works in Your Body"
Myth-busting visuals	"Cannabis Misconceptions"

Telling stories through Pinterest boards

"Unplugged": Notable people discussing tech breaks
"Canna-book club": Weekly strain and book recommendations
"My first high": Interview series about first cannabis experiences

Finding your audience

Understand and target potential cannabis consumers:

Understanding user demographics

Age: Millennials (18-35) and Gen X (45-55)
Gender: More men (48%) than women (28%) use CBD
Education: 49% of CBD users have a bachelor’s degree

Targeting by interests

Wellness and lifestyle content
CBD benefit infographics
Cannabis-infused recipes

Pro tip: Use both "cannabis" and common search terms like "marijuana" and "weed".

Creating custom audiences

Audience Type	Description	Use Case
Anti Recreational Marijuana	Opposes legalization	Educational campaigns
Pro Recreational Marijuana	Supports legalization	Promote related businesses
Marijuana Legalization Persuadables	Undecided	Influence opinions

Tracking results and using data

Monitor performance to improve your strategy:

Key metrics to watch

Metric	Meaning	Importance
Impressions	Pin views	Shows reach
Engagements	Total interactions	Indicates interest
Engagement rate	Engagements/impressions	Measures effectiveness
Outbound clicks	Off-Pinterest clicks	Tracks site traffic
Saves	Pin saves	Shows long-term interest

How to use Pinterest analytics

Set up a business account
Check the Overview page
Apply filters
Export data
Track traffic sources in Google Analytics
Monitor site metrics
Identify popular content

Following rules and managing risks

Stay compliant and handle issues:

Keeping up with policy changes

Check Pinterest’s business blog monthly
Set up Google Alerts
Join cannabis marketing forums

Dealing with account issues

If flagged:

Review recent posts
Remove problematic content
Contact Pinterest support
Explain your situation
Be patient

To avoid issues:

Use a business account
Focus on health/wellness, not sales
Link to credible studies
Ensure CBD products shown have < 0.3% THC

Other ways to promote when ads are limited

Try these strategies:

Hemp-derived CBD (non-ingestible)
Cannabis accessories
Wellness products

Working with influencers

Partner with content creators:

Influencer Type	Content Ideas
Cooking	CBD-infused recipes
Wellness	Hemp skincare routines
Lifestyle	Cannabis accessory styling

Using links to external sites

Direct traffic to your website:

Educational pins linking to full articles
CBD use infographics linking to product pages
User testimonial pins linking to case studies

Wrap-up

Pinterest offers unique opportunities for cannabis brands. Key takeaways:

CBD/hemp products (THC < 0.3%) can be promoted
Focus on health benefits, not recreational use
No direct cannabis product sales

Effective strategies:

Create educational content
Use visual storytelling
Target wisely
Stay compliant
Explore alternatives like influencer partnerships

The U.S. cannabis market is expected to reach $50.7 billion by 2028. Brands that master Pinterest’s rules can tap into this growing audience.