For the first time ever, cannabis businesses in Canada can advertise on Google—sort of. Google just launched a 20-week pilot program that lets federally licensed Canadian cannabis brands run ads—exclusively on Search—for the first time. Instead of blanket bans, Google is testing a carefully controlled way to explore demand and shape future policy.
Only federal license holders can participate, in line with Canada’s strict Cannabis Act. Ads will only show up on Google Search when users type specific related keywords. Platforms like YouTube, Shopping, or Display won’t be part of this test—Google’s keeping things tight.
To make sure youth are protected, the ads will only reach users who have confirmed they’re adults—through methods like ID upload, credit card checks, or Google’s age-guessing tools. Brands like Organigram and Tilray say they’re eager to participate, hoping to use the pilot to refine how they educate adults online.
But not everyone’s convinced. Legal experts warn that age-verification systems—especially those using self-declared data or AI estimates—can easily be bypassed by curious teenagers. They say Google will need airtight measures to satisfy Canada’s rule that cannabis ads shouldn’t reach young people under any circumstances.
At High Science, this is a smart move into mainstream marketing for cannabis brands. It shows how reform is shifting from culture to commerce—with safeguards that respect regulation, equity, and creative growth. Whether it’s through cannabis clothing, education, or forward-thinking digital campaigns, we believe in progress that’s smart, safe, and culture-first.
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