The webinar is the first in a series of industry discussions.
The Cannabis Control Board (CCB) hosted a webinar breaking down advertising guidelines via Microsoft Teams on Wednesday, Feb. 4 as part of their fledgling CCB Insights series. The series is intended to be an educational initiative, covering a variety of topics related to Vermont’s cannabis industry. The conversation on advertising guidelines is the first of the series, and was hosted by Outreach and Education Manager Patrick Crowley, as well as General Counsel Gabriel Gilman.
The advertising guidelines webinar provided an overview of recent guideline updates, including changes related to mandated audio health warnings, guidelines for advertising related to medical products and pre-approval for advertising templates.
In order to minimize burdens on advertisers using audio advertising, such as radio or podcasts, updated guidelines now allow for approved warning points to be verbalized with a direction to learn more at the CCB website, instead of reading the entire mandatory health warning.
Examples of new audio warnings were provided during the presentation.
“Cannabis use may slow reaction time-never drive after using. Learn more at letstalkcannabisvt.com,” was offered as an alternative to reading the full warning, along with “Cannabis is 21-plus. Early use can harm the developing brain. Learn more at letstalkcannabisvt.com.”
Another addition to advertising guidelines relates to timeframes on communication. Advertisements submitted to the CCB will be reviewed within five business days, with ten business days for reusable templates. Prospective advertisers will receive notification on approval, denial or a request for more information in the event the CCB is unable to make a determination.
Denied advertisers will be able to request a supervisory review by submitting a request via an online form, with a link to that form being sent along with notification of denial.
The use of reusable advertising templates for businesses choosing to advertise in a “consistent form” was discussed. In order to avoid having to submit a new application for each instance of consistent advertising, the CCB will allow advertisers to utilize a pre-approved template that includes specific content variables.
Variable elements such as date and time, band and performer information for events, product information, percent discounts and holiday and special event information will be allowed.
The discussion also acknowledged challenges that state compliant advertisers have expressed when posting on Instagram. According to the presentation, many state compliant cannabis establishments have had their Instagram profiles suspended or shut down. The CCB explained that many of these cases stem from parent company Meta’s unrelated social media policies.
“Instagram doesn’t allow people or organizations to use the platform to advertise or sell marijuana, regardless of the seller’s state or country. Our policy prohibits any marijuana seller, including dispensaries, from promoting their business by providing contact information like phone numbers, email addresses, street addresses, or by using the [contact us] tab in Instagram Business Accounts. However, we do allow people to include a website link in their bio information,” according to Instagram.
Similar industry educational webinars will be announced at a later date.