What Are the Programmatic Ad Guidelines for Cannabis, CBD, Explosives, Firearms, Weapons, Smoking, and Vaping?

These guidelines outline best practices and requirements for programmatic advertising related to cannabis, CBD, explosives, firearms, weapons, smoking, and vaping. Please note that these are general guidelines and may be subject to additional provincial, state, or local regulations. This is not an exhaustive list.

Cannabis Advertising Guidelines

The following guidelines are general best practices and may vary based on local regulations.

Please note that this is not an exhaustive list.

Conditional: Permitted Ad Types

• B2C sale or promotion of medical or recreational cannabis products (flowers, edibles, oils, extracts)
• B2B products (growing equipment, labeling, etc.)
• Investment opportunities
• Pipes and bongs
• Grinders, rolling papers, and other cannabis accessories
• Delta THC products (considered cannabis)

Prohibited: Not Permitted

• Forums to exchange drug tips and use

Requirements for Cannabis Advertising

• Advertisers must be licensed or hold valid permits for services in the targeted country
• Apply age targeting for users 21+
• Advertisements must not glamorize cannabis or claim health benefits
• Advertisements must not appeal to young people
• No association with nicotine, tobacco, alcoholic products, or accessories
• No association with motor vehicle use or activities requiring significant skill or care
• Implement age verification before accessing the landing page

CBD Advertising Guidelines

The following guidelines are general best practices and may vary based on local regulations.

Please note that this is not an exhaustive list.

Conditional: Permitted Ad Types

• B2C sale or promotion of medical or recreational cannabis products (flowers, edibles, oils, extracts)
• B2B products (growing equipment, labeling, etc.)
• Investment opportunities
• Pipes and bongs
• Grinders, rolling papers, and other cannabis accessories
• Delta THC products (considered cannabis)

Prohibited: Not Permitted

• Forums to exchange drug tips and use

Requirements for CBD Advertising

• Advertisers must be licensed or hold valid permits for services in the targeted country
• Apply age targeting (see country-specific requirements)
• Age gates are recommended to affirm user ages before accessing landing pages
• No depiction of product consumption
• No association with nicotine, tobacco, alcoholic products, or accessories
• No health claims (e.g., treatment of illnesses)
• No glamorization or health benefit claims
• No appeal to young people
• No association with motor vehicle use or activities requiring significant skill or care

Explosives, Firearms, and Weapons Advertising Guidelines

The following guidelines are general best practices and may vary based on local regulations.

Please note that this is not an exhaustive list.

Conditional: Permitted Ad Types

• Military recruitment
• Gear and accessories for hunting
• Firearm parts and accessories that increase gun safety
• Antique weapons
• Fireworks
• Sale of firearms
• Firearm parts and accessories, including ammunition
• Airsoft and paintball guns

Prohibited: Not Permitted

• Instructions on making bombs

Requirements for Explosives, Firearms, and Weapons Advertising

• Apply age targeting for users 18+
• Advertisements must not contain violence, explosions, or explicit imagery
• Advertisements must not incite fear or panic through imagery or text
• Age gates are recommended to affirm user ages before accessing landing pages

Smoking & Vaping Advertising Guidelines

The following guidelines are general best practices and may vary based on local regulations.

Please note that this is not an exhaustive list.

Conditional: Permitted Ad Types

• Tobacco alternatives (patches, gums, pouches) focused on smoking cessation
• Vaporizers and e-cigarettes
• Licensed retailers/distributors
• News and information about tobacco products from news sources
• Anti-smoking advice and information
• Accessories not directly used for smoking (ashtrays, humidors)
• Events sponsored by tobacco companies

Prohibited: Not Permitted

• Cigarettes and cigars
• Businesses focused on smoking, such as hookah lounges or cigar bars

Requirements for Smoking & Vaping Advertising

• No glamorization or health benefit claims (e.g., “E-cigarettes are safer and healthier than cigarettes”)
• No appeal to young people
• Include appropriate disclaimers
• Apply age targeting for users 21+
• Age gates are recommended to affirm user ages before accessing landing pages
• Advertisements must be socially responsible
• Advertisements must not encourage non-smokers or non-nicotine users to try nicotine products
• No people, characters, or animals (real or cartoon) in advertising
• No endorsements or testimonials

For further questions or clarification, please consult your local regulations or contact our support team.