Should I Use A ‘21+, No Sales’ Disclaimer On My Cannabis Brand’s Social Media?

Should I Use A ‘21+, No Sales’ Disclaimer On My Cannabis Brand’s Social Media?

Creating an effective social media strategy can be a challenge for any brand, but it’s especially difficult for cannabis brands. While Twitter is now allowing ads and content for cannabis brands, most social media platforms have strict, anti-cannabis policies for ads and organic content.

TikTok has a blanket ban on all ads and content relating to cannabis, and has been known to shut down accounts posting anything about it, including the mere sight of weed. While some people use euphemisms to attempt to get by the ban, those tactics usually don’t last long before their pages are shut down.

Facebook and Instagram, which are both owned by Meta, ban ads and content that promote marijuana, especially selling marijuana. Instagram also goes so far as to require cannabis brands to put “21+” in their page bios and not list any contact or location information, only a web address (where that information can be found).

Despite these policies, it’s still incredibly important for cannabis brands to be on social media. After all, many cannabis customers are spending their free time on social media, and marketing is all about making sure your message is where your customers are.

Can Adding A “21+, No Sales” Disclaimer Keep My Page From Getting Shut Down?

Because of these policies, many cannabis brands are hesitant to publish anything for fear of getting shut down. In the last few years, we started to see brands adding disclaimers to their posts: “21+ only, no sales, everything for educational purposes only.” The hope is that these disclaimers will prevent your page from getting shut down.

In truth, these disclaimers do nothing to keep your page from getting shut down. It’s like putting the pedal to the metal in your car and expecting not to get pulled over because you slapped a sticker on your bumper that reads: “I’m not speeding.”

Does it hurt to include those disclaimers? Actually, yes.

For one, it can give you false confidence that you can post whatever you want because the disclaimer will protect you. The bigger issue, however, is that by mentioning “nothing for sale” you are lying. Of course there are sales — you’re a company selling products. The platforms know that you are selling cannabis products, they just want you to be more covert about it, especially because marijuana is illegal in many parts of the world.

So What Can I Publish On Social Media To Avoid Getting Shut Down?

The best way to prevent a social media platform from shutting down your page is to follow their policies. These policies can change, sometimes without notice, so it’s important to keep these pages bookmarked and come back to them regularly:

In general, you want to stay away from anything talking about sales or buying cannabis or cannabis products. That means not posting specials, not talking about prices, and being very careful about how you talk about your loyalty program. Avoid using words like “spend,” “purchase” and their synonyms.

You can post pictures and videos showing cannabis products on Facebook and Instagram, as long as someone isn’t actively consuming it. A picture of someone holding a joint by their side is fine, while a video of someone taking a hit off their bong can get your page shut down.

It’s best to stay on the side of education and posting about the experience and lifestyle of a cannabis user, without directly promoting consumption. For example, you can post about a specific strain and talk about its terpenes and effects. You can share a photo of a person passing a joint to their friend and ask an engaging question like “Who is your favorite person to burn one with?”

You can share memes about using cannabis too. Be aware that Instagram is cracking down on accounts that share memes they didn’t create, so make sure you’re sharing your own original memes to Instagram.

We do want to point out that your page still can get shut down at any time by a social media platform, even if you are following their policies. That’s because you are posting about a product that is federally illegal in the U.S. and illegal in many parts of the world — which is why platforms like Facebook and Instagram are so strict. The good news is, if you are following their policies, it’s more likely that your page will be restored after a shutdown. But you should know that the risk is never zero.

Social media is an important part of your cannabis business’s marketing strategy. If you have questions or are concerned about making sure your content is compliant to the various platforms’ policies, Cannabis Digital Solutions is here to help you. Contact us online to get connected to a team of marketing experts that can help!

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