Navigating social media as a cannabis brand has always been a minefield. While Meta’s recent move to loosen restrictions on search results for terms like “marijuana” and “cannabis” has been welcomed by cannabis advocates and businesses alike, the reality on the ground is far from straightforward. For the cannabis industry, the changes may signify progress, but they only skim the surface of deeper challenges tied to federal regulations, inconsistent enforcement, and persistent stigma.
At Beard Bros Pharms, we’ve lived through this roller coaster firsthand. Between outright bans, “shadowbans,” and sudden account takedowns, balancing our presence on platforms like Facebook and Instagram feels like walking a tightrope.
Let’s break down what these changes could mean and why there’s still a long way to go before the playing field is truly leveled.
What Changed at Meta?
A recent article from Marijuana Moment highlighted that Meta (the parent company of Facebook and Instagram) appears to have removed its long-standing policy that blocked users from searching terms like “marijuana” and “cannabis.”
Previously, such search attempts triggered a warning that prompted users to report “the sale of drugs.” Now, those blocks have been lifted.
This change follows ongoing criticism that Meta’s policies were overly broad, censoring everything from state-compliant cannabis companies to public health campaigns and advocacy efforts.
While this shift shows some acknowledgment of the concerns, many cannabis insiders remain wary. There’s still uncertainty about whether these changes are “permanent and pervasive,” as NORML’s political director Morgan Fox, put it in an email to Marijuana Moment, or just a temporary relaxation of enforcement.
Why the Cannabis Industry Still Walks on Eggshells in Meta
Although the lifted restrictions seem promising, cannabis remains one of the most vulnerable industries on social media for several reasons:
Federal vs State Regulations Are Still a Mess
The federal classification of cannabis as a Schedule I drug creates a bizarre legal dichotomy. While businesses can operate legally within cannabis-friendly states, they’re still treading a legally gray area on federally regulated platforms like Facebook and Instagram. This contradiction often forces platforms to err on the side of caution, which results in sweeping restrictions and inconsistencies.
For example, a state-compliant dispensary can advertise in California, but that same post might trigger penalties because it violates federal guidelines Meta must adhere to.
AI Enforcement Lacks Nuance
Platforms like Meta often rely on automated AI systems to flag content. While AI is great for efficiency, it struggles to understand nuance, particularly within complex, politically charged topics like cannabis. We here at Beard Bros Pharms have dealt with this repeatedly.
Meta’s algorithms know we’re a legal entity, yet they have banned our accounts dozens of times because of flagged posts or reports from anti-cannabis users or haters.
Haters and Reporting Abuse
Social media policies leave cannabis brands wide open to malicious reporting. Imagine this scenario: You post about a perfectly legal product in compliance with your state laws, but a handful of people who are anti-cannabis, or more often than not, people in the cannabis industry who just report your content out of hate, report it as violating platform standards.
Without the resources or clarity to manually review each case, platforms often default to removing the content or suspending the account altogether.
This weaponization of reporting is something we’ve experienced firsthand, with bans as recent as last week despite our commitment to complying with platform guidelines.
One Step Forward, Two Steps Back
While restrictions on search terms like “marijuana” may be lifted, that might not translate to relaxed policies elsewhere. Cannabis companies still face hurdles when advertising products or discussing THC-related topics.
For example, Meta’s current advertising policies allow limited promotion of CBD products (with extensive certifications), but THC-related ads remain prohibited.
It’s hard for brands to build trust and scale when social media policies keep shifting beneath their feet.
Social Media’s Role in Advancing Cannabis
Meta, like all social platforms, plays a pivotal role in connecting audiences and fostering meaningful conversations. For the cannabis industry, platforms like Facebook and Instagram have served as valuable spaces to dispel stigma, educate the public, and build communities. But the inconsistencies in how cannabis content is handled threaten those strides.
The cannabis landscape today demands a more balanced approach to social media oversight. It’s promising that Meta has started addressing concerns, but there is still significant work ahead.
First, platforms need to establish clear and consistent policies specifically designed for cannabis-related content creators, businesses, and advocates. These policies should be transparent and easy to understand.
Additionally, human oversight must supplement automated enforcement. Manual review is essential to reduce false flags and combat malicious reporting, which often unfairly impacts cannabis-related accounts.
Finally, resolving these challenges ultimately hinges on federal cannabis reform. Removing cannabis from the Schedule I drug list and moving toward full legalization is critical. Until these changes happen, social media policies will continue to mirror federal constraints, perpetuating obstacles for the industry.
Where Do We Go From Here?
Social media for cannabis brands continues to be a day-to-day roller coaster. Sensible rules that align with state-specific cannabis policies would not only create fairness for businesses but also empower advocacy efforts, allowing the cannabis conversation to grow unimpeded.
For us here at Beard Bros and many others in the cannabis industry, the battle for fair representation on social platforms isn’t just about business. It’s about creating a future where cannabis becomes normal and free of stigma, allowing patients, en
