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Challenges of Promoting Dispensaries on Social Media

Since marijuana is not legal in every country, let alone every state, Facebook, Instagram, and other social media sites have a blanket no drug promotion, sale, or encouragement advertising policy. In some ways, this makes sense. Facebook doesn’t want to be known for promoting illegal activity, and the regulation of restricting pages to only those who have legal access to marijuana seems nearly impossible. However, these blanket rules cause many dispensaries to lose out on key aspects of their modern marketing strategies somewhat unfairly.


Cannabis related businesses that have already explored social media promoting have run into many issues, including the complete shutdown of their carefully crafted pages. Even if dispensaries follow all of the site’s guidelines regarding specific business pages and posts about marijuana, a complaint from someone halfway across the globe could still be grounds for deletion of the page. Since there seems to be no rhyme or reason to the complaints and page shutdowns, dispensaries using social media for brand awareness live in a state of constant uncertainty regarding their pages. In most cases, dispensaries finding their pages on lock-down must either try to rebuild their fan base through a new page, which is always at risk for another arbitrary shutdown, or rely on other social media outlets to promote their businesses.


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For those wishing to continue taking chances with Facebook, a few guidelines may help keep your page up as long as possible. While selling and promoting use of the drug are banned on Facebook, activating for the legalization of marijuana in more states is still currently permissible. Your business could finally reap the benefits and rewards of social media if you somehow found a way to promote your website through this loophole. If you already have a business page set up on Facebook, take caution never to post promotions, deals, or competitions directly on the page. Also, never require competition entrants to use Facebook features, such as “liking” a post or forwarding information about the competition to their personal walls, to qualify, and never announce winners on your Facebook page itself. As a general rule, always leave pricing, special deals, contact information, and purchasing details on your business website and not your social media page.



Believe it or not, Facebook isn’t the only social media site through which you can promote your business. MassRoots is a social platform designed specifically for dispensaries and consumers alike to post about their personal experiences from marijuana to their day-to-day life. Businesses can list their website on the business page, advertise openly on the site, and even blog to connect with potential customers. However, even MassRoots has guidelines. They still expect every user to respect the laws of the area they live in, never reference any illegal activity, and refrain from the buying and/or selling of any form of cannabis through the site. To create a profile, one must be at least 18 years of age and live in a medical marijuana approved state or province.



Using social media to promote your dispensary can be tricky, however, not impossible. If you’re having trouble formulating an online marketing plan yourself, never hesitate to contact a marketing strategist or SEO professional to help take your business to the next level.

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