Meta’s Relationship with Hemp and CBD Products

The Rise of Hemp and CBD in the UK

The UK’s hemp and CBD industry has experienced significant growth in recent years, with CBD now classified as a legal food product regulated under the Novel Food framework. Despite this, companies face considerable hurdles in marketing their products, not due to UK regulations alone but because of restrictive policies on major advertising platforms like Meta (formerly Facebook).

Meta’s Overly Risk-Averse Policies

Meta’s Community Standards and advertising policies on regulated goods include broad prohibitions on non-medical drugs, which often conflate legal CBD and hemp products with illegal cannabis. Although hemp-derived CBD products with THC levels below 1 mg per container are legal in the UK, Meta applies blanket restrictions, limiting the ability of businesses to advertise or even post about their products.

Key issues with Meta’s current approach include:

Lack of Distinction Between Hemp, CBD, and Cannabis:

Meta’s policies fail to differentiate between hemp-derived CBD and psychoactive cannabis. This leads to unnecessary content removal, account suspensions, or ad rejections for entirely legal products.

Advertising Ban:

Meta prohibits the advertisement of “drugs and drug-related products,” which includes CBD oils, edibles, and other food-grade products. This prevents businesses from reaching consumers, stifling growth and innovation in a burgeoning market.

Inconsistent Enforcement:

Many businesses report inconsistent application of Meta’s policies. While some ads for CBD products are approved, others are rejected without clear explanations, creating confusion and deterring investment in digital marketing.

Reinforcing Stigma:

By treating CBD and hemp products as potentially harmful, Meta inadvertently reinforces outdated perceptions of these products, despite their widespread legal use and growing acceptance among consumers.

Suggested Improvements Meta Could Make for UK Businesses

Create a CBD-Specific Policy Framework

Meta should develop a clear and specific policy framework for CBD and hemp products, distinguishing them from illegal drugs. This framework should align with UK regulations, allowing businesses to market compliant products without fear of penalties.

Education and Transparency

Meta could host workshops or webinars for hemp and CBD businesses, providing guidance on what is and isn’t allowed under their policies. Additionally, clearer feedback on why ads are rejected would help businesses adjust their strategies accordingly.

Advertiser Certification Programme

Similar to Meta’s policies for promoting alcohol or financial services, an advertiser certification programme could be introduced for CBD products. Businesses could submit documentation proving their products meet UK legal standards, granting them access to advertising opportunities.

Age-Restricted Ads

To address concerns about minors viewing CBD-related content, Meta could implement age restrictions on CBD advertisements, similar to those used for alcohol or gambling.

Collaborate with Regulatory Bodies

Meta should work closely with the UK’s Food Standards Agency (FSA) and other regulatory bodies to ensure that their policies reflect the legal status of CBD as a Novel Food, rather than an illicit substance.

Conclusion

Meta’s overly cautious approach to hemp and CBD products has stifled growth in an industry that holds immense potential for both businesses and consumers in the UK. By introducing clear, transparent, and tailored policies, Meta could support the legal market while maintaining its commitment to safety and compliance. Such changes would empower businesses, foster innovation, and help the UK hemp and CBD industry reach its full potential.

Published February 20th 2025

Published: 11th February 2025