Last month ResponsiTech published the first of a series of articles on the cannabis industry and online youth safety entitled Online Youth Access to Cannabis – Imminent Danger Ahead.
This month, Scott Rabinowitz delves deeper into online advertising and youth safety.
So, what exactly are the hot topics, whether it’s an opportunity, best practices, new media vendors or otherwise that are impactful for the cannabis industry right now?
Did you know that if you engage in any form of online advertising from any vendor for your cannabis brand, that the legal burden falls to you? As the licensed cannabis brand, it’s your responsibility to ensure that every channel where you advertise on the internet or elsewhere serves your ads to an audience that is at least 60-70 percent adults (or more based on state regulations) age 21+ to view the ads. Are you asking advertising vendors for documented validation of the audience age range they want to sell you?
Let’s take things a step further. If you contract with a diverse army of social media influencers, affiliates such as bloggers, and run large scale “programmatic” banner advertising campaigns on thousands of web sites, the burden falls to you, the licensed cannabis brand, to ensure that every single post, link, banner, video, images and copy is devoid of youth safety violations. At scale, this can represent literally millions of instances of content being propagated in support of your brand, and thus equally as much legal as marketing exposure.
As a brand operating anywhere within the cannabis industry supply chain, have you done a recent audit of where you stand today and where your digital footprint is, in terms of adhering to commercial and youth safety best practices? An annual digital audit should be performed by qualified personnel who can independently and objectively assess your entire social media and internet marketing presence. This includes identifying the strengths and weaknesses (both marketing and compliance-related) that a cannabis brand’s stakeholders or prospective investors can rely upon as a personalized guideline for mitigating risk and maximizing opportunities across all digital marketing channels. From social media to search engines, apps, blogs, email, SMS and everything else that enables your digital footprint, you must ensure youth safety compliance across the board.
Here are some key focus activities to keep you actively and ahead of the curve with the full book of responsible digital marketing for a cannabis or other age restricted brand.
The Interactive Advertising Bureau (IAB) which is a trade association for more than 650 of the top media companies, brands, and the technology firms globally responsible for selling, delivering, and optimizing digital ad marketing campaigns compiled a thorough state by state list of advertising regulations (through 2017) for the cannabis industry –
https://www.iab.com/marijuana-legalization-advertising-restrictions-united-states/ (***note that this list only covers state regulations that are advertising-specific through 2017). The full list of agencies and regulations that your cannabis brand should be thinking about to be ahead of the curve can include the Controlled Substances Act, the FTC’s Truth in Advertising requirements, the Federal Drug & Cosmetics Act, the Dietary Supplement Health & Education Act, the full scope of the FDA.
The industry is wisely embracing the fact that the safety of your digital footprint (not just the financial outcomes) is now a requirement for partners, investors, if you plan to sell your company or work towards an IPO. Your banks, insurance providers and an ever-increasing list of cannabis industry support vendors may (and should) require this information to validate your brand.
In summary, marketing and specifically digital marketing compliance for cannabis brands is not a one-time consideration to merely stay ahead of the curve. It is a mindset and a continuous process for all brands in the industry using the digital universe to generate brand awareness and drive new business. As entrepreneurs, you must take some risk in an emerging industry in order to stand out. Be sure that you embrace the unknowns and scope of work involved in ensuring that all of your marketing efforts receive proper stewardship.
From the view of advertising specialists and organizations such as ResponsiTech, digital marketing compliance is not only mandatory it’s also a means by which your brand affirms to the broader world that you care deeply and consistently about fair business practices and youth safety, beyond just growing as a company.
Scott Rabinowitz, Founder & Marketing Compliance Specialist at Buoyancy Digital, and GreenAdGuide.com in Colorado, is one of few hands-on experts in age-restricted online advertising with over 20 years of experience working with high-risk industries, effectively spending more than $300m on compliant digital advertising on behalf of clients. He maintains an active IAB (Interactive Advertising Bureau) Digital Media Sales Certification and is an accredited member of the Google Partners and Microsoft Advertising Partners programs, and the Cannabis Marketing Association. Scott is also a regular conference speaker at the USCC Expo conferences in Miami and Phoenix.
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