Do Better, Meta: Censorship On Social Media Perpetuates Cannabis Stigma

Days before a major product launch, Puffco’s Instagram account was disabled without warning or explanation.

Though the account was restored in a few days’ time, Puffco CEO Roger Volodarsky took to social media to voice frustration and highlight flaws in Meta’s current guidelines. In a story post from his personal account, Volodarsky pointed out that Puffco’s products are fully legal across all 50 states while highlighting the disproportionate censorship faced by cannabis companies. He emphasized that this kind of censorship isn’t applied to companies promoting alcohol or nicotine.

Volodarsky’s frustrations are not only warranted: they spotlight the challenging reality of staying afloat as a cannabis (or cannabis-adjacent) business in an era where social media presence is crucial to success.

Moreover, Puffco’s experience is not an anomaly. Whether it’s product promotion or education, accounts that regularly post about cannabis too often find themselves shadowbanned or penalized (if not outright suspended).

With Snoop Dogg’s public presence reaching unprecedented heights, with influential politicians openly announcing their support for federal legalization, and with celebrities from Gwenyth Paltrow to Sugar Sean O’Malley actively collaborating with cannabis brands, it may be easy to forget that we’re still living in an era where transparent conversations about the plant are still shrouded in secrecy.

Nevertheless, despite evidence that we’re chipping away at the decades-long stigma that has consistently led to oppression and violence, strict guidelines like Meta’s continue to perpetuate this stigma – and demonstrate that the fight is long from over.

Can You Post About Cannabis On Instagram and Facebook?

While Meta has recently expanded their advertising guidelines to make space for some hemp products, their standards are still incredibly strict. In particular, despite CBD’s federal legality (as signed into law with the 2018 Farm Bill), Meta still enforces tight guidelines that decrease visibility for cannabis-related content. These tight standards extend beyond advertising, and educational accounts often find themselves penalized for posts that simply mention the plant (even when specifying that nothing is for sale).

Meta’s Advertising Policies

In 2023, Meta updated their advertising policies on cannabis-related products, advocacy, and education. Under this new policy, advertisers will no longer need specific permissions to run ads that educate or advocate about CBD and related products, provided that such ads don’t offer any prohibited products for sale. Furthermore, advertisers do not need specific permissions to promote or sell hemp products that don’t contain CBD or >0.3% THC in the United States (as well as Canada and Mexico), provided that they comply with all applicable local laws and industry codes and guidelines.

Advertisers still need written permission from Meta to run ads that promote or offer the sale of CBD products that don’t contain more than 0.3% THC. These ads must also be certified with Legitscripe and comply with all applicable local laws, codes, and guidelines. Advertisers are still prohibited from running ads that promote CBD products to users under 18 years of age, as well as cannabis products that contain psychoactive components.

While Meta has made space for some hemp advertising, the platform maintains strict regulations around CBD and psychoactive cannabis products, reflecting a cautious approach and a hesitancy to keep up with the evolving cannabis industry.

Vague Community Guidelines

Meta may have clear guidelines for advertisers in the cannabis space, but for users looking to post anecdotal or educational content, these restrictions are murkier. Content creators, influencers, and educators are often left guessing what might trigger a flag or suspension.

While, in theory, transparent conversations about cannabis that are not selling products should be safe from violating community guidelines, in practice, these accounts often get flagged for mere mention of the plant.

To avoid getting flagged, many accounts must carefully word their posts, avoiding direct mentions of cannabis or using coded language like “plant” or “herb.” Even when users are not selling or promoting products, simple educational content — such as discussing the potential health benefits of CBD or sharing personal stories about using cannabis for medical benefits — can still attract penalties.

Whether it’s captions, hashtags, or the account’s bio (and even with disclaimers that clarify that the post is for educational purposes only and is not attempting to sell a product), words like “cannabis,” “hemp,” “CBD,” “weed,” and “THC,” pose a risk.

As such, some creators resort to speaking in code by self-censoring key terms, using symbols or emojis instead of letters (e.g., “c@nnab!s”), just to keep their posts from being flagged by the algorithm.

In addition to language, images are another potential pitfall. Posts featuring cannabis products, even for educational purposes, may be flagged for violating community guidelines. As a result, many users are forced to either omit visuals entirely or post abstract or non-explicit imagery to convey their message.

Despite these extra precautions, accounts can still be shadowbanned, leading to a drastic reduction in visibility, or in some cases, full account suspension without warning. The guidelines’ ambiguity creates a stressful and inconsistent experience for those simply trying to share information and break the stigma surrounding cannabis.

Do Better, Meta

The barriers faced by cannabis educators and advocates on social media – and, in particular, channels controlled by Meta – reflect a broader societal struggle with the plant itself. As cannabis legalization gains momentum across the country, the disproportionate censorship faced by cannabis-related content reveals a lingering stigma that hinders open conversation and education. This veil of secrecy not only impacts individual users but also stifles the growth of a burgeoning industry that could provide significant economic benefits and public health advancements.

Perpetuating this stigma can have dangerous consequences. As cannabis use becomes more prevalent, the need for education about safe and responsible consumption is more urgent than ever. Without access to accurate information, users may engage in harmful practices or misuse the plant, leading to negative health outcomes and perpetuating misinformation. Limiting exposure to diverse experiences and educational resources means that vulnerable individuals may not receive the guidance they need to navigate cannabis use safely and with dignity.

Moreover, the continued stigma surrounding cannabis can exacerbate issues of discrimination and inequality, with social consequences that ripple through communities. When open discussions are stifled, stereotypes and misunderstandings about cannabis users are preserved, leading to social marginalization and judgment at best and explicit discrimination and violence at worst. Stifling these discussions not only perpetuates antiquated systemic inequities that stain our country’s past: it also makes progress impossible.

Meta, it’s time to do better. The company has a responsibility to reevaluate its community guidelines and advertising policies to reflect the changing landscape of cannabis. By fostering an environment that prioritizes education and open dialogue, Meta can play a crucial role in dismantling the entrenched stigmas surrounding cannabis use. This isn’t just about promoting products; it’s about empowering individuals to make informed choices about their health and well-being.

Clearer, more supportive guidelines will not only benefit the cannabis industry but also pave the way for safer, more responsible consumption practices. At a time when tensions are high, when hate and discrimination is ever-present, and understanding and acceptance are more important than ever, Meta has the opportunity to lead by example. By championing transparency and inclusivity, the platform can be on the front lines in cultivating a society where conversations about cannabis are not only accepted but encouraged – and where we refuse to stay stagnant in the stigmas of the past.