Snapchat Cannabis Ads: Rules & Best Practices

Snapchat now allows limited cannabis advertising, but with strict rules:

Ads only shown to users 21+ in legal areas
No product use, smoking, or vaping depictions
Focus on CBD/hemp products (0% THC)
No health claims or promotional offers

Key points for effective Snapchat cannabis ads:

Follow local laws and Snapchat’s guidelines
Use engaging visuals and short (5-6 second) ads
Focus on brand awareness and education
Target appropriate age groups and locations
Monitor performance metrics (impressions, clicks, etc.)
Stay updated on policy changes

Common mistakes:

Misunderstanding rules
Using prohibited content
Improper targeting

Remember: Compliance is crucial for long-term success on Snapchat.

Allowed	Not Allowed
CBD/hemp ads	THC product ads
Packaging images	Product use depictions
Age 21+ targeting	Health claims
Educational content	Promotional offers

Snapchat‘s Rules for Cannabis Ads

Snapchat’s stance on cannabis advertising has evolved, opening new opportunities for marketers while maintaining strict guidelines. Let’s break down the current landscape:

Current Status of Cannabis Ads

Snapchat now allows cannabis advertising in Canada, marking a significant shift in social media marketing for the industry. However, the platform maintains a ban on ads for recreational drugs and related items in the United States.

For U.S. advertisers, Snapchat permits some CBD ads under specific conditions:

Products must be hemp-derived with less than 0.3% THC
Ads can’t show product use or consumption
Discounts and money-back guarantees are not allowed

Main Limits on Ads

Snapchat’s cannabis ad policies are designed to maintain a safe environment for users while allowing some promotional activity. Key restrictions include:

Restriction	Details
Product Display	Can’t show CBD products directly
Content	No glamorizing cannabis use
Endorsements	Customer testimonials and media endorsements prohibited
Imagery	No depiction of smoking or vaping (except for public health messages)
Age Targeting	Ads must be age-appropriate
Disclosures	All disclosures in ads must be "clear and conspicuous"

Where Cannabis Ads Are Allowed

Snapchat’s cannabis ad policies vary by region:

Canada: Cannabis ads are allowed with restrictions
United States: Limited to CBD ads meeting specific criteria
Other regions: Generally not permitted

In Canada, brands like Tokyo Smoke have run Snapchat ad campaigns. Instead of direct product promotion, these ads focus on building email lists for future marketing efforts. As one industry insider noted:

"In an industry where speaking directly to consumers of legal age is so important, building an email list is one of the most effective marketing methods."

This approach allows cannabis brands to work within Snapchat’s guidelines while still reaching their target audience effectively.

Remember, Snapchat reserves the right to review all advertising material and may reject or remove ads that don’t comply with their policies. As stated by Snap Inc.:

"We want Snapchatters to have fun and to be safe, and those goals drive our Advertising Policies."

For cannabis marketers, success on Snapchat hinges on understanding and carefully navigating these rules. By focusing on brand awareness and lead generation within the platform’s guidelines, advertisers can tap into Snapchat’s young adult demographic while staying compliant.

Who Can Run Cannabis Ads

Snapchat’s cannabis advertising policies are strict and specific. Here’s what you need to know about who can run these ads:

Licenses Needed

To advertise cannabis on Snapchat, you must:

Be a licensed cannabis producer or retailer
Get pre-authorization from Snapchat

Snapchat carefully vets potential advertisers to ensure compliance with local laws and platform policies.

Age Checks

Snapchat takes age verification seriously for cannabis ads:

Ads are only shown to users 19 and older in Canada
In the U.S., CBD ads must target users 18+

This aligns with Snapchat’s user demographics:

Age Group	Percentage of Users
Under 18	23%
18-24	78%

Location Limits

Geographic restrictions are key:

Cannabis ads are allowed in Canada (except Quebec)
In the U.S., only CBD ads are permitted in states where legal
Ads must target specific jurisdictions where the advertiser is licensed

For example, Tokyo Smoke, a Canopy-owned brand, runs Snapchat ads in Canada. Their approach focuses on building email lists for future marketing:

"Be the first to know about our product launches and events."

This strategy helps cannabis brands work within Snapchat’s guidelines while reaching their target audience effectively.

What Can Be in Cannabis Ads

Snapchat’s rules for cannabis ads are strict. Here’s what you need to know about allowed content:

What’s Not Allowed

Snapchat bans several elements in cannabis ads:

Images of people using CBD products
Depictions of smoking or vaping
Visuals of CBD gummies or edibles
Glamorization of CBD use

How to Show Products

When displaying cannabis products:

Focus on packaging or bottles
Avoid showing the actual product
Don’t include people using the product

For example, Tokyo Smoke’s ads on Snapchat show only their logo and packaging, not the cannabis itself.

Words You Can’t Use

Snapchat prohibits certain language in cannabis ads:

Banned Content	Examples
Health claims	"CBD cures anxiety"
Remedies	"Use for stress relief"
User testimonials	"John says it changed his life"
Promotional offers	"50% off your first purchase"

Instead, ads must use neutral language and focus on brand awareness. For instance, a Canadian cannabis retailer might use a tagline like:

"Learn about our product selection"

This approach stays within Snapchat’s guidelines while still reaching the target audience.

Types of Cannabis Ads on Snapchat

Snapchat offers several ad formats for cannabis brands to reach their target audience. Let’s explore the main types:

Snap Ads

Snap Ads are full-screen vertical video ads that appear between Snapchat Stories. They’re brief and impactful:

Length: 3-180 seconds
File types: .mp4, .mov, .jpg, or .png
Resolution: 1080×1920 (9:16 aspect ratio)

Tips for Snap Ads:

Hook viewers in the first few seconds
Design for vertical viewing
Use high-quality visuals
Include a clear call-to-action

Story Ads

Story Ads appear in Snapchat’s Discover section, allowing brands to tell a more detailed story:

Format: Multiple snaps (images or videos)
Placement: Discover section
Content: Can include articles or long-form content

Best practices:

Create a cohesive narrative across snaps
Use engaging visuals that blend with Discover content
Encourage user interaction

Dynamic Ads

Dynamic Ads allow for personalized, targeted promotions:

Feature	Benefit
Personalization	Tailored to user preferences
Targeting	Reach specific demographics
Product showcase	Display multiple items

How to use:

Sync with your product catalog
Set up audience targeting
Use templates for easy creation

Remember, all cannabis ads must follow Snapchat’s strict guidelines:

No depictions of smoking or vaping
Focus on packaging, not actual products
Avoid health claims or promotional offers
Target only legal consumption areas and appropriate age groups

Who Can See Cannabis Ads

Snapchat’s rules for cannabis ads are strict to ensure compliance with laws and protect users. Here’s how they control who sees these ads:

Age Limits

Snapchat sets a hard age limit for cannabis ads:

Users must be 21 or older to see cannabis-related content
Age verification uses birth dates provided during account creation

This aligns with most legal cannabis consumption ages. For example, in Canada, where Snapchat allows cannabis ads, the legal age is 19 in most provinces.

Location Targeting

Snapchat only shows cannabis ads in areas where it’s legal. This means:

Ads are geo-targeted to specific regions
Users in prohibited areas won’t see these ads

For instance, a California-based dispensary can only target users within California, not neighboring states where cannabis might be illegal.

Interest-Based Targeting

Snapchat offers interest-based targeting, but with limits for cannabis:

Allowed	Not Allowed
General lifestyle interests	Direct cannabis interest targeting
Health and wellness categories	Targeting based on drug use
Local business interests	Underage or vulnerable group targeting

This approach helps reach potential customers without crossing ethical lines.

"It is essential that Snapchat only sends cannabis-related advertising to those users who are 19 and older." – Health Canada Marketing Regulations

Legal Rules for Cannabis Ads

When running cannabis ads on Snapchat, following legal rules is crucial. Here’s what you need to know:

Local Cannabis Laws

Cannabis laws vary widely by location. Advertisers must:

Target ads only to areas where cannabis is legal
Follow specific state or country regulations
Stay updated on changing laws

For example, in Canada, where Snapchat allows cannabis ads, each province has different rules. Ontario requires all ads to include the seller’s name and license number.

Required Disclosures

Cannabis ads on Snapchat must include:

Disclosure	Description
Age restriction	Clear statement that product is for adults 21+
License information	Business name and license/registration number
Health warnings	Potential risks and side effects
Legal status	Indication that cannabis is not legal everywhere

These disclosures help ensure transparency and compliance with regulations.

Health Claims and Warnings

Snapchat has strict rules about health claims in cannabis ads:

No unproven health benefits
Must include warnings about potential risks
Cannot appeal to underage users

For instance, an ad can’t claim cannabis cures diseases but can mention potential benefits backed by scientific research.

"All advertising must be truthful and not misleading, and cannot create an impression of health benefits without evidence." – Health Canada Marketing Regulations

Tips for Good Cannabis Ads

Creating effective cannabis ads on Snapchat requires a careful balance between creativity and compliance. Here’s how to make your ads stand out while following the rules:

Making Ads Interesting

To capture attention on Snapchat:

Use vibrant visuals and bold typography
Keep ads short (5-6 seconds) to match Snapchat’s fast-paced format
Focus on lifestyle images that resonate with your target audience
Avoid showing CBD gummies or people using products

"Lifestyle images and animated ads tend to work best on Snapchat", notes a digital marketing expert specializing in cannabis advertising.

Using Snapchat Features

Leverage Snapchat’s unique tools:

Create custom AR filters to boost engagement
Use Snap Publisher for easy ad creation from templates
Incorporate user-generated content for authenticity
Experiment with different ad formats (Snap Ads, Story Ads, etc.)

Balancing Brand and Rules

Stay compliant while promoting your brand:

Do	Don’t
Mention "CBD" or "hemp" in ad copy	Make health claims
Specify "0% THC" in product descriptions	Show edibles or vape products
Target users 18+	Use promotional offers or discounts
Focus on product bottles in visuals	Include user testimonials

Remember, all ads must comply with Snapchat’s Terms of Service and Community Guidelines.

"Feel free to call out CBD or hemp in your ad copy, but make sure to always mention that the product contains 0% THC or the ads will be disapproved", advises a Snapchat advertising specialist.

Common Mistakes to Avoid

When running cannabis ads on Snapchat, advertisers often stumble into pitfalls that can lead to rejected ads or even account suspensions. Here’s what to watch out for:

Why Ads Get Rejected

Snapchat’s ad review process is strict, especially for cannabis-related content. Common reasons for rejection include:

Violating local cannabis laws
Using prohibited language or imagery
Targeting inappropriate audiences
Making health claims without proper substantiation

Rejection Reason	Example
Prohibited content	Showing people consuming cannabis products
Targeting issues	Ads visible to users under 21 in legal states
Unsubstantiated claims	"CBD cures anxiety" without FDA approval

Misunderstanding Rules

Many advertisers trip up by not fully grasping Snapchat’s guidelines:

Assuming rules for other platforms apply to Snapchat
Overlooking the need for age-gating content
Misinterpreting allowed product depictions

In March 2023, a CBD brand had its entire ad campaign rejected after using product images that Snapchat deemed too similar to THC-containing items, despite being hemp-derived.

Breaking Rules: What Happens

Violating Snapchat’s cannabis ad policies can have serious consequences:

Immediate ad rejection
Temporary account suspension
Permanent ban for repeat offenders

In a notable case, a multi-state operator lost advertising privileges for 30 days after running ads that Snapchat flagged for appealing to minors, costing them an estimated $50,000 in potential revenue.

"It’s crucial for cannabis marketers to treat Snapchat’s guidelines with the same seriousness as OSHA regulations or packaging laws. Compliance isn’t optional—it’s essential for long-term success on the platform", states a cannabis compliance expert from a leading industry consultancy.

To avoid these issues:

Regularly review Snapchat’s cannabis advertising policies
Stay updated on local cannabis marketing regulations
Conduct small-scale tests before launching full campaigns
When in doubt, consult with Snapchat’s ad support team

Checking Ad Performance

To make sure your cannabis ads on Snapchat are working well, you need to keep an eye on some key numbers and use the right tools. Here’s how to do it:

Key Numbers to Watch

When running cannabis ads on Snapchat, focus on these important metrics:

Metric	What It Means
Amount Spent	Total money invested in your ad campaign
Paid Impressions	Number of times your ad was shown
Clicks	How many times users tapped on your ad
Click Rate	Percentage of impressions that led to clicks
Video Views	Impressions with 2+ seconds of watch time or a click

Tools for Tracking Ads

Snapchat offers several tools to help you track your cannabis ad performance:

Ads Manager: Go to the Manage Ads view for a quick look at how your ads are doing.
Snap Pixel: This tool helps you see what people do on your website after seeing your ad.
Snapchat Insights: Use this to check story views and user engagement with your ads.

Understanding Results

To make sense of your ad data:

Don’t change your ad in the first 4 days, even if results seem low. This gives Snapchat time to find the right audience.
Use A/B testing to compare different versions of your ads.
Look at metrics like Swipe Up Rate (similar to click-through rate) to gauge user interest.
Check your Return on Ad Spend (ROAS) to see if your investment is paying off.

Wrap-up

Navigating Snapchat’s cannabis advertising landscape requires a careful balance of creativity and compliance. Here’s what you need to remember:

1. Know the rules

Snapchat allows limited cannabis ads, but with strict guidelines:

Key Rule	Description
Age restrictions	Target users 18+ only
Content limitations	No smoking/vaping depictions
Product focus	CBD/hemp products with 0% THC
Claims	No health or wellness claims

2. Create engaging content

While following the rules, make your ads stand out:

Use lifestyle images and animations
Focus on educational content
Showcase your team to build trust

3. Stay updated

Cannabis laws and platform policies change frequently. In March 2023, Snapchat opened cannabis advertising in Canada for Licensed Producers. This move allowed companies like Hexo, Liiv, and Tweed to advertise on the platform.

4. Monitor performance

Track key metrics to optimize your campaigns:

Amount spent
Paid impressions
Click rates
Video views

Use Snapchat’s Ads Manager and Snap Pixel to gather insights and improve your strategy.

5. Be authentic

Avoid generic marketing speak. Instead, focus on storytelling and building genuine connections with your audience. This approach has proven effective for many cannabis brands on social media platforms.

FAQs

What commercial activity is prohibited on Snapchat?

Snapchat has strict rules about commercial activities on its platform:

Trademark alterations: Modifying Snap trademarks, including the Snapchat app icon, is not allowed.
False partnerships: Implying or suggesting any partnership or endorsement by Snap is prohibited.
Misleading content: Emulating Publisher content to deceive Snapchatters is against the rules.

All uses of Snap’s trademarks must comply with Snap’s Brand Guidelines.

Can you advertise cannabis on Snapchat?

Yes, but with limitations:

Allowed	Not Allowed
Limited ads for cannabis, CBD, and related products	Depiction of smoking or vaping
Ads in locations where cannabis is legal	Health claims about cannabis products
Appropriate age targeting	Targeting minors

Snapchat states: "We allow some limited ads for cannabis, CBD and related products, where legal, with appropriate targeting."

What are the best practices for Snapchat advertising?

To make your Snapchat ads effective:

Keep it short: Use 3-5 second video ads to drive action without losing attention.
Front-load benefits: Introduce your app’s main benefit in the first frame.
Minimize text: Use less on-screen text for better engagement.
Brand consistency: Echo existing digital assets in your ads.

"KEEP ADS SHORT. Introduce the main benefit of your app right from the first frame of your ad." – Snapchat Advertising Best Practices