Navigating Social Media Rules for Cannabis Brands

Avoid shadowbans and account termination

Updated: 03/12/25

Written by Flaherty Creative

cannabis instagram rules — Smoking at Desk. Photo Credit to **Chandri Anggara**

Each social media platform comes with its own set of rules on what kind of content is allowed and how it can be shared. For cannabis brands, these guidelines can change often, so it's important to stay informed. In addition to reading this guide, be sure to stay informed on the latest community standards and best practices for the platforms you use.

Let’s break down what you can and can’t do as a cannabis brand on social media.

1. Do not promote product sales

While each platform has its own rules, in general, content that promotes the sale of cannabis is against terms of service and may result in account termination.

On Meta-related platforms, such as Instagram, Facebook and Threads, promoting the sale of cannabis violates terms of service. The first handful of violations will result in posts being removed and restictions on your account. Further violations could lead to the deletion of your account.

Promotion of sales is not clearly defined, so be extremely cautious with your copy and the way you set up your account.

Here are some basic tips to get you started:

Do not link your website in your bio
Do not promote product sales, promotions, or discounts
Do not instruct users on how to buy your products.
Clearly indicate that your products are not for sale on instagram.

You can read about Meta’s rules on the promotion of cannabis and related products here.

2. Be Cautious with your copy

When crafting captions for social media, it's crucial to avoid language that could be interpreted as promoting cannabis sales. Not only is this against Massachusetts’ cannabis advertising laws, but most social platforms—especially Instagram—strictly prohibit the promotion or sale of cannabis products.

The challenge lies in the fact that these platforms don’t clearly define what constitutes the "promotion of sales." Because of this ambiguity, your copy can easily be flagged, even if you’re not directly selling a product. Phrases that may seem innocent or harmless could trigger the platform’s algorithms or moderators, leading to your content being restricted, removed, or worse—your account being penalized or banned.

To navigate these murky waters, it's best to err on the side of caution. Focus on educating, storytelling, and building your brand's community rather than making overt sales pitches. Highlight the benefits of cannabis, the passion behind your brand, and the value you bring to consumers in a way that doesn’t risk getting flagged for sales promotion.

A thoughtful approach to your language can help ensure your content stays within guidelines while still allowing you to connect authentically with your audience.

Watch Out for AI Detection

Instagram’s algorithms are equipped with AI that detects specific cannabis-related terminology. Using words like “cannabis,” “THC,” or “terpenes” in your captions could result in your account being flagged as a cannabis-related profile. While this shouldn’t be a problem if you're following all the platform's rules, it’s important to be mindful that being flagged could subject your content to greater scrutiny and potentially limit your reach. If growing your social presence is a priority, consider how you can discuss cannabis topics creatively without directly triggering the algorithms.

3. don’t bother with hashtags

Although hashtags are designed to boost reach, for cannabis brands, they can backfire. Platforms like Instagram maintain a growing list of banned cannabis-related hashtags. Using these could make your posts invisible to anyone who doesn’t already follow you and might lead to penalties.

Even if a hashtag seems safe now (like #lowtemp for dabbing), it could be added to the banned list later, which could result in retroactive penalties for past posts.

4. Restrict Minors From your Profile

According to both Instagram’s community guidelines and Massachusetts cannabis advertising law, allowing minors to see your posts or advertisements is not allowed.

Instagram and Facebook now include a feature that allows you to restrict minors from your profile:

Go to your profile and tap in the top right.

Select Business tools and controls or Creator tools and controls depending on your profile type.
Tap Minimum age.
You can add a default age that will be applied everywhere. ...
Tap on (Android) or Done (iOS) in the top right.

5. Use Disclaimers!

Every cannabis post you put out needs to include specific warnings to keep consumers informed. These warnings help set the right expectations and protect both your customers and your business. Some key examples include:

Products must include these disclaimers:

"This product may cause impairment and may be habit-forming."
"Marijuana can impair concentration, coordination, and judgment. Do not operate a vehicle or machinery under the influence of this drug."
"There may be health risks associated with consumption of this product."
"For use by adults 21 years or older. Keep out of reach of children."
"Marijuana should not be used by women who are pregnant or breastfeeding."

All advertising (or social posts) must include this disclaimer (as well as at least 2 of the above):

"This product has not been analyzed or approved by the Food and Drug Administration (FDA). There is limited information on the side effects of using this product, and there may be associated health risks. Marijuana use during pregnancy and breast-feeding may pose potential harms. It is against the law to drive or operate machinery when under the influence of this product. KEEP THIS PRODUCT AWAY FROM CHILDREN. There may be health risks associated with consumption of this product. Marijuana can impair concentration, coordination, and judgment. The impairment effects of Edibles may be delayed by two hours or more. In case of accidental ingestion, contact poison control hotline 1-800-222-1222 or 9-1-1. This product may be illegal outside of MA."

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Platform-Specific

Recommendations

Instagram & Facebook (Meta)

Meta allows cannabis brands to maintain a presence on their platforms, but any content that seems to promote sales will be restricted or removed. Instagram, where most cannabis communities gather, should be your primary focus.

To avoid penalties on Instagram, follow these key guidelines:

Do not promote sales.
- “Content that attempts to buy, sell, trade, donate or gift or asks for marijuana and products containing THC, or related psychoactive components”
Do not glorify use.
Restrict minors from your profile in account settings.

Update:

Meta’s updated policy introduced a new policy regarding cannabis-related content. According to Meta, “content that coordinates or promotes (by which we mean speaks positively about, encourages the use of, or provides instructions to use or make) marijuana and products containing THC or related psychoactive components” is now allowed, but restricted to users above the age of 18.

While this is a positive shift, it’s crucial to stay up to date with the platform’s evolving rules to avoid penalties.

You can read Instagram’s community guidelines on regulated goods here.

To recap in simple terms:

What you can do:

create cannabis-related content that doesn’t promote sales or make health claims

What you can’t do:

attempt to buy, sell or trade cannabis products on instagram

YouTube

YouTube allows cannabis content as long as it doesn’t promote sales. This is a great platform for long-form content, podcasts, and videos. However, similar to Instagram, cannabis content will not be promoted to users under 21 and won’t appear in recommended feeds.

Don’t include any links to your website or products in video descriptions, or you risk having your account terminated.

Some users avoid reach penalties by claiming they’re consuming tobacco or clove instead of cannabis, but we don’t recommend this approach.

LinkedIn

LinkedIn is the most cannabis-friendly platform. As long as you're following local laws, LinkedIn allows you to post content, promote sales, and link to your website without restriction. It’s especially valuable for B2B marketing—use it to showcase the craftsmanship behind your products and nurture relationships with potential buyers.

X (FORMERLY TWITTER)

Like LinkedIn, X has no cannabis content restrictions beyond ensuring compliance with local laws. Although X doesn’t have a large cannabis community, it’s the only platform that currently allows cannabis brands to advertise directly.

DISCORd

iscord offers a welcoming space for cannabis communities, product promotions, and sales, as long as you’re compliant with local regulations.

TIKTOK

TikTok has a strict no-cannabis policy. Some users get away with posting by using euphemisms like “garden” for cannabis or by avoiding direct imagery. This strategy comes with a high risk of getting banned, but TikTok’s massive audience and unique algorithm make it worth a shot.

Frequently asked questions

Can I Show Photos and Videos of my Products and/or Consumption?

The simple answer is: yes!

Instagram’s new guidelines offer more flexibility for cannabis brands—provided that your account is restricted to users 18 and older. Under these rules, you can now share images and videos that feature cannabis and its consumption, as long as you’re not promoting sales or glorifying its use.

This means you can show your products, production processes, and even consumption in a responsible, educational way, but avoid making direct sales pitches or claims that might be seen as encouraging excessive use. For example, showing the craftsmanship behind your products, how they’re used, or highlighting their role in wellness can be done safely under the new guidelines.

However, it’s still important to remember that these posts must comply with your state’s cannabis advertising laws, which may have additional restrictions. So, while Instagram is now allowing more freedom in content, always ensure your posts align with both platform rules and local regulations. This careful approach allows you to connect with your audience authentically without risking account penalties or reach limitations.

What Else Can I Post on Social Media?

Content Plan. Photo Credit to Mart Production.

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Social Media Guide for Cannabis Brands