Google Just Greenlit Cannabis Ads in Canada — Is the U.S. Next?

Big news in the cannabis industry: Google has launched a limited pilot program that permits specific cannabis-related product advertising in Canada. Announced Aug. 20 and initiated on Aug. 25, advertising related to cannabis is occurring via Search for federally licensed operators for a 20-week timeframe.

Why is this big news? Because this trial marks the first time Google has allowed cannabis advertising on its platform, and many are hopeful this indicates an important shift in the company’s advertising policies for controlled substances. Google’s cannabis advertising announcement states the pilot’s primary purpose is “to explore user interest and inform potential future policy updates.” This research-focused approach suggests the company is evaluating whether to expand cannabis advertising beyond the current active restrictions.

Brief Timeline of Recent Ad Restrictions

• April 14, 2020: MNI Targeted Media launches CannabX cannabis ad exchange
• April 28, 2024: Google updates healthcare and medicines policy for Australian advertisers
• June 13, 2024: Google updates advertising policy to address opioid painkillers
• Aug. 4, 2024: Google updates sexual content policy to allow pubic hair grooming ads
• Aug. 12, 2024: Google releases video guide on government document advertising policy
• Jan. 26, 2025: Google tightens advertising rules to protect minors across platforms
• Aug. 19, 2025: Google strengthens child protection policy with immediate suspension enforcement
• Aug. 20, 2025: Google announces cannabis advertising pilot program for Canada
• Aug. 25, 2025: Cannabis advertising pilot program begins on Google Search
• Late December 2025: Cannabis ads on Google Canada pilot planned to end

Canadian Cannabis Advertising Details

The pilot program will allow Canadian businesses to reach audiences with cannabis ads on Google Search Engine Results Pages (SERPs) — meaning companies can pay to appear prominently under cannabis-related keywords and phrases — a highly desired channel for cannabis marketing.

Legal compliance requirements for participants in Canadian cannabis Google Ads are to remain fixed to existing federal and provincial legislation for the country. Businesses utilizing this type of cannabis advertising must stay within the parameters of Cannabis Act promotion restrictions, including prohibitions on youth-appealing content, lifestyle associations and unauthorized health claims.

Google has not specified whether participating advertisers will require special certification beyond federal licensing, or what approval processes will govern cannabis advertisement review. Additionally, the policy update addresses user control mechanisms for cannabis advertising exposure. Users who encounter cannabis advertisements but prefer not to see them will have access to opt-out options through My Ad Center. This feature allows users to manage their advertising preferences and exclude specific content categories from their search experience.

Google Ads Cannabis Program Restrictions

The Google Ads cannabis program restricts participation to federally licensed operators in Canada, aligning with the country’s regulatory framework established under the Cannabis Act. Only entities holding valid federal licenses for cannabis production, sale or distribution are eligible to participate in the advertising pilot.

The scope of the Google Ads for cannabis pilot remains deliberately narrow. Cannabis product advertisements will be available solely on Search, excluding other Google properties like YouTube, Display Network or Shopping platforms. This limitation of cannabis ads on Google suggests a cautious approach to gauging user response and advertiser compliance within a well-monitored realm.

Canada’s cannabis advertising landscape operates under strict federal regulations outlined in the Cannabis Act and Cannabis Regulations. These regulations generally prohibit cannabis promotion except in limited circumstances, with extensive restrictions designed to protect public health and prevent youth access to cannabis-related content.

Provincial variations in cannabis retail regulations may create additional complexity for pilot participants. While federal licensing provides baseline eligibility, provincial and territorial authorities maintain jurisdiction over retail operations and may impose additional advertising restrictions at their discretion.

The Future of Online Advertising?

“Google just broke a 25-year advertising taboo,” said Daniel Trotter, co-founder and Chairman and the Google ads specialist PPC Geeks Ltd. “This isn’t just another policy update. It’s a seismic shift that could reshape digital advertising forever.”

Trotter predicts similar initiatives in other jurisdictions within the next year and a half, if cannabis Google Ads are popular.

“This is huge!” said e-commerce and advertising enthusiast, Md. Monirul Islam. “It feels like Google is slowly opening the door to entirely new ad opportunities while testing the waters carefully. Curious to see how fast other markets will follow.”

Is it possible Google will allow cannabis ads to be mainstream in the United States? How successful do you think cannabis ads on Google will be?

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