Google Announces Trial for Advertising Cannabis Products In Canada

Google has launched a pilot program in Canada that allows licensed cannabis retailers to advertise their products online using Google Ads.

First reported by StratCann, Google said in an August 20 update to the company’s advertising policies that the program’s “purpose is to explore user interest and inform potential future policy updates.” The program will run for up to 20 weeks.

Only federally licensed cannabis companies in Canada will be able to participate in the pilot Google Ads program. Additionally, if users see advertising for cannabis products during the pilot program, but would prefer not to, “you’ll have the option to opt out and manage your ad preferences,” the company said.

Canadian federal law places heavy restrictions on cannabis advertising; however, licensed cannabis brands are allowed to share information so long as the audience is of legal consumption age. As an online platform, Google’s constant monitoring and collection of consumer data could make it especially well-suited for age-gating advertising audiences.

In the U.S. — where cannabis remains federally prohibited — Google Ads has allowed advertisements for topical hemp cannabinoid products, the report said, but doing so requires advertisers to apply for permission, and they could face further restrictions depending on the products and intended market.