Google’s Advertising Compliance & Policies
Selling
CBD oil through Google raises plenty of questions for businesses and advertisers in the UK and EU. Google’s advertising rules have long been strict about
CBD products, but recent changes open up some opportunities—if you tick all the right boxes. If you want to advertise CBD oil on Google, you’ve got to follow their guidelines closely. Only hemp-derived CBD with less than 0.2% THC (the EU and UK legal limit) is eligible, and sellers need LegitScript certification. Google currently allows these ads in select regions, mostly in the US, but the UK and EU aren’t on that short list yet. Other forms of CBD, like ingestibles and supplements, are still off-limits under Google’s policies.
Key Takeaways
- Google permits only certain CBD products, and only in very specific places.
- LegitScript certification is a must before you can advertise CBD oil.
- Most regions in the EU and UK are not eligible for CBD ads on Google.
Google’s Current Policy on Selling CBD Oil
Google has updated its approach to advertising CBD oil and related products, but the changes are limited. Strict guidelines still apply around what kinds of products you can promote, where, and who can advertise them.
Recent Policy Updates and Allowed Products
As of early 2023, Google allows ads for
FDA-approved CBD products and
hemp-derived CBD with less than 0.3% THC in the US. In the EU and UK, the legal THC limit is 0.2%—but Google doesn’t currently allow CBD ads in these regions. Supplements, food additives, and inhalable CBD products are still banned from advertising. To run ads, you need LegitScript certification, which means third-party lab tests and a valid
Certificate of Analysis for each product. Google no longer lists CBD under “Unapproved Pharmaceuticals and Supplements,” which makes things a bit easier for US advertisers. Ad formats like YouTube Masthead are still off-limits for CBD, though.
Territorial and Age Restrictions Applied by Google
Google restricts CBD oil ads to a few US regions—mainly California, Colorado, and Puerto Rico. The UK and EU aren’t included, mostly because of the complex and changing legal landscape. CBD ads must target only adults. Advertisers have to be careful to exclude anyone under 18 and follow local rules for language and imagery. Google is strict about this; slip-ups can get your ads pulled fast.
Certification and Compliance Requirements
If you want to advertise CBD oil on Google, LegitScript certification is non-negotiable. This process checks that your products meet legal THC limits, are properly labelled, and comply with advertising rules.
LegitScript Verification Process
LegitScript reviews your business’s legal status,
product safety, and whether you follow
CBD regulations. They check THC levels (under 0.2% for the UK/EU), and make sure you meet all required standards.
Application Steps and Documentation
To start, you’ll need to submit a detailed application to LegitScript. Here’s what you’ll usually need:
- Business Information: Legal name, registration, and ownership details.
- Product Details: A full description of every product you want to advertise.
- THC Compliance Evidence: Third-party Certificates of Analysis showing THC is within legal limits (≤0.2% for UK/EU).
- Supply Chain Data: Details on where your products come from and how you track compliance.
- Advertising Goals: A rundown of how you plan to advertise within Google’s rules.
LegitScript reviews everything before granting certification.
Associated Costs for Certification
Getting LegitScript certified isn’t free. There’s an upfront, non-refundable application fee. If you get approved, you’ll pay annual fees to keep your certification active. The price depends on how many products you want to certify and how complex your business is. It’s a real investment, but it’s the only way to access Google’s ad network for CBD.
Google Advertising Guidelines for CBD Oil
Google lets you advertise certain CBD products, but the rules are tight. You’ve got to stick to legal requirements, and only a handful of ad types are allowed.
Ad Content and Targeting Rules
Google only allows ads for
topical CBD products and hemp-derived CBD with ≤0.2% THC in the UK/EU (though, again, ads are not currently permitted in these regions). Ads must only target users in approved areas, and you’ll need LegitScript certification. Advertisers must provide details about their business, product ingredients, and third-party test results. You can’t target anyone under 18, and Google checks for this.
Key Details:
| Criteria | Requirement |
| Allowed CBD products | Topicals with THC ≤ 0.2% (UK/EU law) |
| Geographic restrictions | Currently not available in UK/EU |
| Certification | LegitScript approval |
| Age targeting | Ads limited to users aged 18+ |
Banned CBD Products and Formats
Most
CBD advertising formats are still banned. That includes supplements, food additives, inhalables, and anything with more than 0.2% THC in the UK/EU. Google also blocks ads for recreational cannabis or anything illegal locally. Advertisers have to steer clear of promoting anything that could get flagged as dangerous or non-compliant in the
CBD product category.
Examples of Banned Products:
- CBD supplements
- Food and beverage products with CBD
- Inhalable CBD products (like vape pens)
- Products with over 0.2% THC (UK/EU)
Legal Considerations in the UK and EU
CBD’s legal status in the UK and EU is a maze. You’ve got to stay up to date on both
EU regulations and local laws in each country. These rules shape how you can sell and promote
hemp-derived CBD, including what’s possible on Google.
EU and UK Legal Status of Hemp-Derived CBD
Under EU and UK law, hemp-derived CBD is legal if it contains no more than 0.2% THC. The UK treats CBD as a novel food, so you need proper authorisation to sell ingestible products.
- THC Limit: Products must have ≤0.2% THC.
- Novel Food Status: In the UK and much of the EU, ingestible CBD must be authorised as a novel food.
Country-Specific Restrictions Impacting Google Ads
Even within the EU, each country sets its own rules. Some countries ban certain CBD forms or require special licenses. Google tends to follow the strictest local law, so even if the EU says yes, a country might still say no.
- Complete Prohibition: Some EU countries ban CBD sales outright.
- Stricter THC Limits: A few countries have lower limits or extra requirements.
- Licensing: You might need a special license to sell or advertise CBD.
If you’re planning a Google Ads campaign, you’ve got to check the rules in every country you want to target. The
state-by-state guide is useful for the US, but for the EU and UK, you’ll want to look for up-to-date local resources.
Operating an Online CBD Business Beyond Google
If you’re serious about selling CBD online in the UK or EU, you’ll need to look beyond Google Ads. Consider using specialist e-commerce platforms and a mix of digital marketing strategies to find your audience and stay on the right side of the law.
E-Commerce Platforms and Payment Processing
In the UK and across the EU, e-commerce platforms like
Shopify can work for selling CBD online, as long as you follow their terms. Shopify lets you sell CBD, but you’ll need to use high-risk payment processors—traditional ones usually won’t touch CBD businesses. Processors like
Square or
PaymentCloud tend to understand the unique challenges of the CBD industry. They’ll look at things like product legality, local regulations, and your transparency before they give you the green light.
| Payment Processor | Key Features | CBD-Friendly |
| Square | Integrates with Shopify, straightforward setup | Yes |
| PaymentCloud | Tailored for high-risk industries | Yes |
| PayPal | Often prohibits CBD sales | No |
Clear labelling, strict THC compliance, and providing Certificates of Analysis (COAs) help build trust with both the platform and your customers. It’s not just about ticking boxes—it’s about showing you’re serious about safety and legality.
Alternative Digital Marketing Strategies
Since Google Ads and most major platforms limit CBD advertising in the UK and EU, you’ve got to get creative. Email marketing is still a solid way to reach your existing customers and let them know about new products. Just make sure your campaigns respect anti-spam laws and follow the rules of whatever platform you’re using. It’s easy to slip up, so double-check before you hit send. Social media platforms—think
Facebook,
Instagram, and
TikTok—also put the brakes on CBD ads. But you can still build a presence organically. Regular posts, teaming up with influencers, and chatting with your community can all help your brand get noticed. Programmatic advertising and native ads on sites like
Taboola and
Outbrain offer another route. These let you target specific audiences, even if the big players say no. Pair that with decent SEO, and you’ll start to see more traffic and interest.
Frequently Asked Questions
Getting your head around the rules for selling and advertising CBD oil in the UK and EU is tricky but necessary. Let’s tackle a few common questions people have about promoting and selling CBD products across different platforms and regions.
Can you market CBD products on Google platforms?
Sort of, but there are a lot of hoops to jump through. Google allows some hemp-derived CBD products with less than 0.2% THC in the UK and EU, but you’ll need to meet
strict certification requirements and get approval from groups like LegitScript. Ads are also only allowed in certain countries, so you’ll need to check the latest location-based policies.
What are the regulations for selling CBD oil online in the UK and EU?
CBD oil sold in the UK must come from EU-approved industrial hemp strains, with no more than 1 mg of THC per product. In the EU, each country has its own rules, but most stick to the low-THC standard and require products to follow local labelling, safety, and testing laws. You’ll also need to register ingestible CBD products through the Novel Foods process before selling them online.
Are there restrictions on advertising CBD gummies on search engines?
Yes, advertising products like CBD gummies is heavily restricted. For example,
Google blocks ads for ingestible CBD products, including edibles and supplements. Most search engines also ban ads that make health claims without solid scientific backing, in line with UK and EU advertising standards.
What are the legal considerations for selling CBD oil online in the UK?
To sell CBD oil in the UK, you need to make sure it’s made from approved hemp and contains less than 1 mg THC per product. Avoid making health claims unless you’ve got solid scientific evidence, or you’ll run into trouble with the
UK’s advertising standards. And don’t forget to register any ingestible products under the Novel Foods rules.
Is it permissible to distribute CBD products through postal services?
You can ship CBD products by post within the UK and most of the EU, as long as they meet the legal THC limits and all documentation is in order. International shipping is a minefield though—every country has its own rules, and some won’t allow CBD at all. Always check the destination country’s regulations before sending anything out.
Can CBD oil be sold on social media platforms such as Facebook?
Facebook lets businesses run paid ads for topical CBD products in the EU and UK. However, it doesn’t allow promotions for ingestible or inhalable CBD items. You can still make unpaid organic posts about CBD on your business page. Just make sure your content follows the platform’s
community standards and advertising policies.
