Despite cannabis gaining broader acceptance across the U.S., state-regulated marijuana businesses are raising concerns about Instagram’s enforcement practices. Many operators claim their accounts are being hidden, their engagement throttled, or even permanently shut down by the platform, which is owned by Meta.
These concerns come as licensed cannabis businesses rely heavily on social media for marketing, given strict advertising restrictions on traditional media like television, radio, and print. But recent changes in Meta’s policies appear to be making their efforts even harder.
Policy Changes Stir Trouble for Cannabis Accounts
John Greene, co-owner of Rhode Island-based CMS Gardens, noted a shift in Meta’s terms and conditions that sparked a wave of account suspensions.
“Two weeks ago, Meta updated its policies, and since then, thousands of cannabis-related accounts have disappeared,” Greene said. He described the earlier guidelines as less stringent compared to the updated framework.
Meta, which has faced criticism for its handling of cannabis-related content, declined to respond to media inquiries about the issue. However, the impact on operators is clear. CMS Gardens, for example, saw visibility restricted on one of its Instagram accounts. In response, the company made a satirical video, using blurred-out cannabis plants and referring to them as “avocados” to sidestep censorship.
Meta’s newly expanded guidelines, updated on December 23, now classify cannabis and cannabis-derived products as “restricted goods and services.” This extends previous restrictions to ensure cannabis-related content is visible only to users aged 18 and older.
The Shadow Ban Problem
The frustration doesn’t end with outright account closures. Many cannabis businesses report being “shadow banned,” a phenomenon where posts are made invisible to followers without any formal notification.
Rusty Wilenken, CEO of California-based cannabis brand Old Pal, said the practice has hit his company multiple times. “It happens without warning, and you only realize it when engagement drops off completely,” he explained.
A shadow ban can last anywhere from a few days to weeks, depending on the severity of the violation and how quickly the company rectifies the issue. Wilenken added that these bans are almost inevitable for cannabis brands trying to establish a presence on Instagram.
Meta’s verification system, which offers a blue checkmark for compliance, has provided some businesses with clearer guidelines to navigate content restrictions. However, many operators still find themselves in a precarious position, as the rules remain open to interpretation.
Creative Workarounds and Uncertain Outcomes
To cope with Instagram’s restrictions, cannabis companies are experimenting with creative solutions. These include:
- Code words: Some businesses, like CMS Gardens, use terms such as “avocados” to reference cannabis in posts.
- Educational content: Brands are focusing on less promotional, more educational content to avoid triggering Meta’s policies.
- Third-party platforms: Operators are increasingly turning to alternative platforms that allow cannabis advertising.
However, these workarounds come with their own challenges. Code words may confuse audiences, and alternative platforms often lack the reach and user base of Instagram.
The Financial Impact
For many cannabis businesses, the stakes are high. Instagram is a key marketing tool, especially for smaller operators who can’t afford large-scale advertising campaigns. Losing access to the platform or experiencing reduced visibility can lead to significant revenue losses.
According to a 2023 report from industry research firm BDSA, cannabis sales in the U.S. are expected to grow to $35 billion by 2025. Social media plays a vital role in achieving that growth by helping businesses connect with customers, promote new products, and build brand loyalty. Restrictions on these platforms threaten to stifle that potential.
| Issue | Impact |
|---|---|
| Shadow bans | Reduced engagement and visibility |
| Account closures | Loss of key marketing channels |
| Restricted ad options | Limited opportunities to reach new customers |
| Financial consequences | Reduced revenue and market growth |
Industry Pushback and Calls for Change
The cannabis industry has started pushing back against Meta’s policies, calling for more transparency and fairness. Advocacy groups and trade organizations are urging social media platforms to distinguish between legal, state-regulated businesses and illicit operators.
While Meta has yet to respond to these concerns publicly, businesses like Old Pal and CMS Gardens continue to adapt. For now, navigating Instagram’s evolving policies remains a challenge for cannabis operators, and the debate over fair treatment of this burgeoning industry is far from over.