Despite the growing acceptance of cannabis, many state-regulated marijuana businesses report their social media accounts are being suppressed, engagement is throttled, and, in some cases, accounts are deleted entirely.
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With state laws often prohibiting marijuana advertisements on television, radio, and print media, licensed cannabis companies have relied heavily on social media platforms such as Instagram, owned by Meta, to connect with consumers.
Policy Updates Trigger Shutdowns
John Greene, co-owner of Rhode Island cannabis cultivator CMS Gardens, highlighted the impact of Meta’s recent policy updates.
“Meta updated its terms and conditions about two weeks ago,” Greene said. “Shortly after, thousands of cannabis-related accounts were taken down.”
Greene described Meta’s previous policies as more lenient, but the recent adjustments have made enforcement stricter. Meta has yet to respond to requests for comment from MJBizDaily.
Following the restriction of one of CMS Gardens' Instagram accounts, the company released a humorous video addressing the issue. The video featured an employee standing in a grow room with blurred-out cannabis plants, referring to marijuana as “avocados” to sidestep platform restrictions.
The Impact of Shadow Bans
Rusty Wilenken, co-founder and CEO of California-based cannabis brand Old Pal, shared that his company has faced multiple “shadow bans” over the years. Shadow banning reduces post visibility without notifying the user, often leaving businesses unaware of the restrictions.
Shadow bans can persist for days or weeks, depending on the infraction and the company’s response. Wilenken emphasized that obtaining Meta’s Verified blue checkmark can provide clarity on acceptable practices and prevent further issues.
However, content explicitly directing users to purchase products tends to be flagged immediately, Wilenken warned. Businesses can subscribe to Meta Verified for $14.99 per month to gain additional support and guidance on policy compliance.
Accounts Deleted Despite Compliance
Even businesses that do not sell cannabis directly face challenges. Jocelyn Sheltraw, CEO of Budist, a California-based cannabis rating and review platform, experienced account deletion despite focusing solely on education.
“We don’t sell anything,” Sheltraw said. “Our content is educational, yet our account was still suspended.”
Sheltraw managed to restore Budist’s account within two days but noted that reinstatement can be costly. Some brokers charge between $2,000 and $6,000 to assist with account recovery.
Compliance Challenges for Licensed Operators
Sasha Nutgent, vice president of retail cannabis at Housing Works Cannabis Co. in New York, also faced account suspension despite adhering to Meta’s guidelines. She explained that the company’s posts focus on community and education rather than direct sales.
The company’s Instagram account, with around 11,000 followers, saw a drop in engagement after experiencing a shadow ban. While Nutgent acknowledged the importance of alternative platforms like CRM systems, she emphasized that social media remains vital for real-time communication with customers.
Psychedelics Also Targeted
The crackdown extends beyond cannabis. Ifetayo Harvey, founder of People of Color Psychedelic Collective, noted a steep decline in engagement between 2017 and 2021 due to shadow bans. To circumvent restrictions, the group now uses coded language and symbols to discuss psychedelics.
Rather than relying solely on social media, Harvey’s organization is investing in owned platforms such as websites and email marketing to maintain its advocacy and outreach efforts.
Moving Forward
As cannabis and psychedelic businesses navigate evolving social media policies, many are turning to alternative strategies, including obtaining verification, using coded language, and focusing on owned digital spaces. These adaptations underscore the challenges of operating in a highly regulated industry while maintaining online visibility.
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