Facebook seems to be warming up to the idea of legal weed. Despite the fact that legal weed is being sold across 30 U.S. states, Facebook previously prevented cannabis content from being searchable, as a way of deterring dealers from selling illicit substances via the network.

Just a week ago, the social networking site prohibited groups and pages from publishing cannabis-related content that would show up in the search results. However, the day before Canada officially legalized weed, Facebook decided to jump on-board the bud bandwagon, as it changed its policies regarding cannabis content.

From that moment on, verified cannabis businesses on Facebook have been able to promote their services to other users of the social networking site.

Facebook must confirm the legitimacy of cannabis businesses with a verification badge 

Verified cannabis businesses on Facebook will now have a blue or grey verification badge featured on their profile page. Only when Facebook has determined the authenticity of the business will they be able to start promoting their pot-focused services.

“It is encouraging to see Facebook taking a more nuanced look at the cannabis industry, distinguishing between illicit drug deals and legitimate businesses operating in the space,” said the Director of Research at Brightfield Group, Bethany Gomez. The firm specializes in both cannabis and hemp-related research for markets, brands and consumers.

For a long time, cannabis entrepreneurs have felt somewhat left out of the online marketing world, what with previous legal limitations hampering their marketing abilities. For example, some states have enacted strict cannabis regulations that put restrictions on advertising, packaging and promotional activity.  

“Most traditional channels are shut off to us,” said the chief executive of Keef Brands, Erik Knutson.

Cannabis company CEO says marketing limitations have hindered business growth

Facebook is one of the most widely used platforms for marketing a business. Nevertheless, cannabis business owners have been forced to seek out alternative methods of marketing due to the social networking site preventing users from publishing pot-related promotions… up until now, that is.

“Marketing limitations posed by companies like Google and Facebook that go above and beyond what is required by law, have had a significant impact on cannabis companies’ ability to develop their digital presence,” is another interesting statement from Dustin Iannotti.

The co-founder of a cannabis-oriented marketing agency called Artisans on Fire, Iannotti believes that Google and Facebook are critical tools for building an online digital marketing campaign. “Cannabis brands have had to deal with barriers to this type of marketing since the birth of the industry.”

With the recent introduction of cannabis content on Facebook, a world of opportunity has been opened for businesspeople who wish to position themselves as professionals amidst the rise of legalization.

“Making the companies searchable is just the first step,” said the Vice President of Operations at DaVinci, Shauntel Ludwig. Her cannabis company produces weed accessories and merchandise, such as vaporizers. “We’re hoping that Facebook starts to allow advertising as a next step, as we’re eager to start targeting potential consumers on this platform and others alike.”

Data will be accumulated from cannabis businesses on Facebook

Facebook can benefit from the introduction of cannabis content. By changing those legal permissions, consumer data and demographics pertaining to buying behavior can be accessed by Facebook’s analysts, “which has been a pain point for cannabis businesses to collect in the past,” added Iannotti.

As more scientific discoveries surface and cannabis reform continues to spread, more people are seeking out cold, hard facts about the plant, according to the chief executive of Zen Leaf Dispensaries, George Archos. His dispensaries can be found in Illinois, Maryland and Nevada.

“It only makes sense that Facebook would allow licensed cannabis companies to use Facebook ads.”