Google plans to lift a ban on advertising certain CBD and hemp products in some parts of America in January 2023. In an announcement made last week, the global technology company confirmed that it would permit the advertising of cannabis products in Puerto Rico, Colorado and California by updating its list of dangerous medicines products, services and healthcare.
The company stated that the FDA’s approval of hemp-sourced CBD products containing 0.3% or less THC level as well as pharmaceuticals containing CBD meant that the products could now be advertised in the aforementioned jurisdictions. Google added that while CBD would be deleted from its list of banned pharmaceuticals and supplements, other advertisements that promoted other CBD-infused products, such as inhalants, food additives and supplements were still banned.
It remains unclear why the internet giant is restricting the change in policy in California, Colorado and Puerto Rico, especially since hemp and its derivatives are federally legal and their products are marketed throughout the country.
Google is working with LegitScript to certify marijuana products for advertising eligibility. The company explained that in the U.S., only topical CBD products certified by the company could be promoted on the site, noting that certification required that companies seeking to advertise their products present samples of the products for testing to ensure they comply with the current limit for THC. Additionally, companies would need to provide a certificate of analysis from a third party.
Scott Roth, CEO of LegitScript, stated in a press release that the company’s seal on websites or products showed that companies operated safely and transparently. He noted that it was important to ensure consumers that the CBD products they were buying had been vetted properly, especially in an industry that was still experiencing issues with products being substandard, tainted or even illegal.
The notice issued by Google also highlights that pharmaceuticals approved by the FDA as well as LegitScript-certified advertisers will also need to be certified by Google before they can run their ads. Google notes that advertisers can request certification beginning Jan. 20, 2023.
The internet giant’s shift may positively influence the hemp industry, particularly if it’s stretched to cover all territories and states.
A few years ago, Google received criticism after its announcement on the banning of cannabis products from Google Play. It seems to have yielded, however, as delivery services such as Eaze can be found on the app store.
As more tech platforms ease their restrictions on advertising various products derived from hemp, entities such as Flora Growth Corp. (NASDAQ: FLGC) are likely to have more ways to reach potential clients, thereby boosting their growth strategies.
NOTE TO INVESTORS: The latest news and updates relating to Flora Growth Corp. (NASDAQ: FLGC) are available in the company’s newsroom at https://cnw.fm/FLGC
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