As we get into the new year, CBD advertisers in California, Colorado, and Puerto Rico have reason to celebrate as Google has relaxed its rigid ad policies that have previously locked out CBD ads from the mammoth search engine. Google has excluded CBD based pharmaceuticals and hemp-derived topical products from the Dangerous Products and Services and Healthcare and Medicines category which has restrictive Google Ads policies. However, ads for other CBD products marketed as food supplements, additives, and inhalants will remain restricted. This provision also does not allow for CBD to be promoted on YouTube Masthead. This change will take full effect as of January 20th, 2023.
LegitScript and Google Certifications
CBD manufacturers will need to get Legitscript certification to run ads on Google. To get this certification, CBD products must undergo independent third-party testing to confirm the concentration of THC; this should not exceed the federal limit of 0.3%. The third-party test results must then be submitted to LegitScript for verification, at a fee. Full information on the certification process can be obtained from the LegitScript website. Once certified by LegitScript, CBD advertisers will need further certification from Google. CBD products with FDA approval will not need LegitScript certification and will get Google certification directly. The process of Google certification will officially commence on 20th January 2023.
