Facebook Ads Marketing for CBD Stores
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Are CBD stores allowed to market their products on Facebook? I get this question a lot from some of my clients. Hi, my name is Francisco. I am the owner of a Digital Marketing company called Planet Marketing. We specialize in Facebook Ads, Google Ads and Remarketing. If you own a Cannabidiol (CBD) store, you may be looking at ways through which to market your products on Facebook. In this article, I am going to show you the best ways of doing so, along with some of the challenges that you are likely to encounter along the way. This article is divided into the following sections;
Does Facebook Allow Ads for CBD Products?
CBD stores sell products that, to different degrees, are infused with Cannabis. These products are either legal or illegal to different degrees, depending on where you are. And therein lies the problem. Marketing CBD products on Facebook comes with a number of issues.
That’s something that I need to mention right at the onset. Perhaps the biggest challenge is that Facebook treats Cannabis as an illegal substance. CBD products are covered by the following Facebook policies;
|Illegal Products or Services||Drugs & Drug-Related Products||Unsafe Supplements|
|Ads must not constitute, facilitate, or promote illegal products, services or activities. Ads targeted to minors must not promote products, services, or content that are inappropriate, illegal, or unsafe, or that exploit, mislead, or exert undue pressure on the age groups targeted.||Ads must not promote the sale or use of illegal, prescription, or recreational drugs… Avoid using images of either recreational or medical marijuana.||Ads must not promote the sale or use of unsafe supplements, as determined by Facebook in its sole discretion …Unsafe supplements, include…anabolic steroids, chitosan, comfrey, dehydroepiandrosterone, ephedra, and human growth hormones.|
What does this mean?
Clearly, CBD stores face many challenges when it comes to promoting their products on Facebook. Simply put, you have to be ultra creative to get around these challenges.
Cannabis ads are specifically banned on Facebook
The Drugs and Drug Related Products policy specifically mentions that advertisers should avoid having images of marijuana, whether medicinal or recreational.
What it means in reality is that quite a number of CBD related ads get banned by Facebook. That’s because their creators have not taken the time to analyze what’s allowed and what’s not allowed. Hence I decided to write this article.
It doesn’t mean that CBD stores cannot create Facebook Ads! In fact, I have been doing it for some of my clients and the ads run just fine. The important thing is to try as much as is possible to stay within Facebook’s rules.
Even those that try to obey the laws sometimes fall foul of Facebook’s rules. So, it’s a very tight balancing act. It’s not really clear what’s allowed and what’s not allowed. Some of your ads are likely to be approved, while others will not be allowed.
Facebook used to have a policy where it disallowed ALL CBD products. However, that policy was changed in 2019. The table below shows what’s allowed and what’s not allowed;
Topical CBD products
Ingestible CBD products
As you can see in the above table, advertising topical hemp is allowed on Facebook. However, that comes with a number of limitations. For one thing, you cannot specifically feature even these topical CBD products in your ad.
What you are allowed to direct people to a landing page on which you are selling these topical CBD products. You are not allowed to have images and videos of CBD products in your Facebook ads. If you include those, your ad will be banned.
But you can have these pictures and images on your landing page. Let me repeat here that I am talking about topical hemp products. When it comes to ingestible CBD products, then it’s still a no go area. You are not allowed to advertise these products, either directly or indirectly.
That means you cannot direct people to a landing page containing ingestible CBD products. By extension, it means CBD stores will have to have separate landing pages for topical and ingestible products.
If you use the same landing page featuring both types of products, your ad will definitely be disallowed by Facebook. So, that’s something to keep in mind. It’s a delicate balancing act, as you can imagine.
What’s on your website matters
So, the sword here is double edged. When creating Facebook Ads for CBD stores, you are not just worried about what’s in your ad. You are also worried about what’s on your own website. Your ad may be in line with Facebook’s policies, but it will get banned if your website breaks the rules in one way or the other.
We have already noted that you need to worry about your landing page. That’s because Facebook uses an automated approval process. If the Facebook bots decide, as an example, that you have disallowed pictures of ingestible hemp products on your landing page, it will mean your ads will not be allowed on the platform.
How to ensure that ads for your CBD products get approved on Facebook
As mentioned earlier, all is not lost. There are a number of steps that you can take to increase the chances that your Facebook Ads for CBD products are approved;
- Your ad should not mention CBD, marijuana or hemp keywords. If you include these keywords, the ad will be banned. I know, it can feel a bit stifling. How are you then supposed to create a meaningful ad when all your keywords are not allowed? Well, there are a number of ways, as you will see.
- Instead of directly using these keywords, you should have them replaced with descriptive alternatives. How about selling; “plant extracts,” or “plant derived remedies?” Be creative when coming up with these euphemisms.
- You should have landing pages created specifically for your CBD products advertising campaigns. This is something that I have already mentioned. If you use one landing page for both ingestible and topical hemp products, your ad will not be approved. Make sure that the landing page that you create sticks to Facebook’s policies. There should not be any mention of CBD products.
- Doing what I have just described can be difficult, if you have a website that’s already up and running. As a CBD store, chances are high that you already sell both ingestible and topical products on there. Clearly, it’s sometimes impractical to remove all your other products simply because you want approval from Facebook. Another option would be to create a landing page that’s separate from your website. That way you will be starting on a clean slate. You won’t have to worry that other products on your website will lead to your disapproval.
- Do not make medical claims relating to CBD products. But you can cite renowned medical sources.
- Your domain should not include CBD or other disapproved keywords. If you do that, you can be sure that your ads will get disapproved.
- Don’t promote CBD products on your Facebook Page. If you do that, Facebook will flag the Page as you try to create Ads.
What to do if Facebook continues to disapprove your Ads
I have come across people who have spent months creating Facebook Ads for CBD stores that get no approval. If you fall into this category, then tough luck! My advice to you is that you should get in touch with me. Facebook ads are my strongest point. I do them on a daily basis.
I will carry out a diagnostic on your ads to try and find out what’s getting you disapproved. My team and I will carry out audits of both your ads and your landing pages. We will also help you create ads that get approved.
But let’s face it. The Facebook bots can have minds of their own. There are times when you create one ad after the other, all of them getting disapproved. What do you do in that case?
Well, sometimes it will be advisable to give up and move on. Facebook is not the only advertising platform out there. You can try your luck on Google, as an example. Here, there are also severe restrictions on CBD products, but not as severe as is the case with Facebook.
Creating your Ad
Hopefully, I have covered all the basics. In the preceding section, I highlighted the many challenges that stand on the way to creating Facebook Ads for CBD stores.
To be fair, CBD products are not the only ones that face these challenges. I have previously written on creating Facebook Ads for adult stores. You will also face challenges when advertising alcoholic beverages on Facebook.
Anyway, by now you should have a good idea of how to proceed. In this section, I will show you the process of creating Facebook Ads. Facebook Ads are created in Ads Manager. The process of creating them is composed of 3 steps;
- Choosing a Campaign Objective
- Setting up your Audience and Budget in the Ad Set.
- Coming up with the Ad.
Choose a Campaign Objective
In Ads Manager, the first thing that you will have to do when creating Facebook Ads for CBD stores is to choose a Campaign Objective. What is it that you wish to achieve with your Ad. Facebook provides 11 Campaign Objectives for each Ad;
- Brand awareness
- Lead generation
- Video views
- Catalog sales
- App installs
Which one should I choose?
So, which Campaign Objective should you choose? Most people struggle here. That’s because they get into creating Facebook Ads without knowing exactly what they want to achieve.
The good thing is that you can be flexible here. There are no prescriptions on what the best Campaign Objective is. You are free to do a lot of A/B testing. Just remember to stay within Facebook’s guidelines on promoting CBD products.
We will go with Traffic as our Campaign Objective
For this example, we are going to go with Traffic as our Campaign Objective. We want to have people who click on our ad taken to a landing page.
Under normal circumstances, eCommerce business are better off using Catalog sales as their Campaign Objectives. You can check out my Facebook Ads for eCommerce article to learn more about what I am saying here.
The challenge is that you cannot showcase CBD products in your catalog, so, that Campaign Objective is out. The Traffic Campaign Objective will have to work with a completely new landing page, to increase the chances that our ad will be approved.
The Ad Set
The Ad Set is where you do most of the hard work as far as creating Facebook Ads is concerned. It’s where you define your Target Audience. It’s also where you lay out your budget and schedule. These are all important settings that determine how well your ad is going to perform.
Budget and Schedule
How much do you wish to spend on your Facebook Ads? The good news is that Facebook Ads are very affordable. I know, most people who approach me worry that they are going to have to rob the bank or something to get started.
That’s not the case! In fact, you can start advertising on Facebook for as little as $1. For that amount, you can either boost a post or you can create an ad that reaches hundreds of people. It all depends on your Campaign Objective.
So, how much should you ideally spend on a daily basis? Well, that depends. If you are just getting started, it’s a good idea to go for a small amount, such as $5 a day. From there, you can check out the results and tweak your spending accordingly.
How much are you willing to spend on your Facebook Ads for CBD stores?
One thing that you need to do in the Budget and Schedule section is to lay out spending limits for your ads. If you don’t do that, you risk racking up thousands of dollars in advertising costs from Facebook. Like Google, Facebook retains all your credit card information on file.
They will continue charging you for as long as the ad is running. And they will continue running your ad till you have told them to stop. The best approach is to have start and end dates for your campaigns.
That way, you will know how much exactly you are going to have spend by the end of a given time period. You can also set a budget for the entire campaign.
To who do you wish to have your Facebook Ads for CBD Stores shown? There are plenty of options here. That’s the power of Facebook Ads. You can target your ads at the following types of audiences;
- Custom audiences: Composed of people who have interacted with your business in one way or the other. Maybe they have been to your landing page and were tracked using Pixel. Or maybe they liked your Facebook Page, took part in an event or watched a video. Perhaps the custom audience option would not be the best here, considering the restrictions that Facebook places on advertising CBD products.
- New audiences: You also have the option to create an entirely new audience for your Facebook Ads. I will give more detail about this below.
- Lookalike audiences: These are based on other audiences that you have created on Facebook. Maybe you have created an audience that’s composed of people who have liked your Facebook Page. You can then broaden your reach by creating lookalike audiences. These would probably be composed of people who have liked Facebook Pages similar to yours.
- Saved audiences: The audiences that you create on Facebook are saved. That’s great news because it means you don’t have to create a completely new audience each time you create an ad.
Creating a New Audience
Your best bet when creating Facebook Ads for CBD stores is to create a new audience. You will then target this audience with your ad. Facebook provides you with a number of tools that you can use here;
Where do you wish to have your Facebook ads shown? The setting that you choose here will be different depending on the nature of your business. A lot of businesses out there are highly localized, meaning they carter to customers a certain number of miles from their physical locations.
Choose a location for deliver of your Facebook Ads for CBD Stores
CBD stores can operate either locally or in States where the sale of these products are allowed. For this example, we will assume that you operate in California, where CBD products have been legal since 2018. So, we are going to have our ads delivered to people living in this State.
To which ages do you wish to have your ads delivered? Generally speaking, California allows people who are over 21 to buy CBD products. The State is a lot more flexible than others. So, you are going to have to carry out research to find out what’s allowed in the State or country that you are targeting.
Facebook Ads can also be targeted at a particular gender. There are products out there where this may be useful. As an example, you can target perfumes for females at a female audience. And if you have created gender specific CBD products, you can use this setting to define who you wish to see your ads.
Language is another setting that you can use to define your audience when doing Facebook Ads Marketing for CBD stores. Perhaps you wish to have your ads delivered to people who speak a particular language. In this case, we will leave this setting as is.
Detailed Targeting: Demographics, Interests and Behaviors
The Audience that we have defined so far targets everyone over 18 in California. No doubt if we use this audience, we will see some positive results. However, our results won’t be great.
To get there, we need to narrow down on our audience. That’s done in the Detailed Targeting section. That’s where you zoom in on the people that you are targeting using the wealth of information that Facebook has on its users. For this example, we will target people interested in the following;
- Alternative medicine
- Hemp oil
- Natural Home remedies
- Natural product
The Ad is what people will actually see of all the work that you will do. So, it needs to be good. On top of that, you need to keep in mind Facebook’s policies. You really need to make sure that your ad does not have the disallowed passwords.
Don’t include anything to do with marijuana, CBD or hemp on there. Otherwise, you will not have success. Be creative with your keywords to make sure that you attract people while staying within the confines of Facebook’s many rules on this matter.
I started this article by outlining the challenges that CBD stores face when it comes to advertising on Facebook. I noted that Facebook frowns upon ads featuring CBD products. However, there are ways of going around this.
Hopefully, you will be able to find the right formulae for your particular business. If you need help, don’t hesitate to get in touch with me. Otherwise, feel free to sign up for my Facebook Ads Mini Course using the section below.
The course contains videos and other materials that will help you master the art of creating Facebook Ads for your business.
How To Market CBD on Facebook + 3 Alternative CBD Marketing Tactics
How To Market CBD on Facebook & Not Get Shut Down
We’ve been using Facebook & Instagram to market CBD products since 2018 and have realized that the best way to market CBD on Facebook is to focus your organic posts on educational facts, backed by credible scientific sources.
While this may not sound “sexy” or Instagram-worthy”, that’s ok because that’s not the goal for your CBD brand on social media.
Your goal should be to use Facebook & Instagram organically and lead with education in order to build brand awareness and develop product trust. By “organically” we mean daily posts, no paid ads, no “boosted” posts, just organic posts to your feed.
Your purpose should be to be visible and consistent when marketing your CBD products through Facebook. Strive for the quality of your content over the quantity of posts per day, week, or month.
A valuable tip for marketing CBD on Facebook is to understand your target audience, or more specifically, your most profitable audience(s), and create unique, high-quality content that appeals to this target while showing the features and benefits of hemp-derived CBD and your product line.
If you’re challenged on how to market CBD on Facebook & Instagram we have 3 CBD marketing tips for your consideration.
In addition, we’ve also included 2 alternatives to marketing CBD on Facebook for anyone looking for other channels to see CBD.
Let’s get started with the first tip on how to market CBD on Facebook.
1. Segment Your Audience & Educate Each Cohort Accordingly
Let’s say your most profitable audience is men, over 50, who are employed, active, and may have children and maybe even grandkids.
We’ll assume this cohort is interested in natural health supplements, is liberal-minded, prefers social activities as opposed to staying at home, and suffers from lower back pain, maybe knee pain, as well as some arthritis.
Examples of effective CBD Facebook marketing tactics to use that would benefit both your brand and this target cohort, would be:
– To post content that engages and educates the target reader on the health benefits of CBD and other cannabinoids.
– Educate the target reader on the USA Farm Bill and how hemp and hemp-derived CBD products are legal and FDA approved.
– Discuss cannabis – the plant – and educate the reader on the endocannabinoid system , how CBD & THC work with receptors in the human brain, and the benefits this provides.
Now let’s say your next profitable cohort is women in their late 30’s to 45+ who may be looking to use CBD for skincare, anti-aging, anti-acne, and other cosmetic benefits.
You could develop brand awareness & product trust by using the following tactics when trying to market CBD on Facebook to target this specific group.
– Daily Facebook & Instagram posts highlighting the benefits of hemp-derived CBD face cream for skincare and anti-aging.
– Focus on the health benefits without making any claims or linking to your website. Remember, the purpose is not to increase online sales but to increase brand awareness, product trust, and educate your target audience.
– If your CBD store only sells CBD products from popular brands, you could feature each brand in a separate post that educates your target audience on the competitive advantages of each brand.
The key points here are to use your social media platforms to educate the consumer without making outrageous claims and only focusing on the health benefits and competitive advantages of your CBD products.
Your goal to market CBD on Facebook should not be to increase online revenue. The goal should be to educate your target demographics in order to create awareness and trust.
2. Create a Branded Facebook Group To Educate & Engage
Facebook Groups are an excellent way to market CBD on Facebook because they help your brand create engagement and discussion on social media about CBD and your brand.
Think of your Facebook Group as a forum where customers can come together to discuss and interact with your CBD brand.
For you or your CBD marketing agency, your Facebook group can provide the unique ability to gain real-time consumer feedback.
This type of engagement and interaction is a win-win for CBD brands and customers, as the benefit to the customer is that it allows them to feel empowered by their ability to reach out and make themselves heard, and have their questions answered.
Your Facebook Group should be set as “private” so that you, your CBD marketing team, or anyone with “admin” access can vet all requests to join the group to prevent any nefarious activity.
How To Use Facebook Groups For CBD Marketing
Facebook Groups can easily turn into a temptation to use this platform as another way to market CBD on Facebook, sell your brand, and increase sales.
It’s super important to understand that this is a major turnoff to most users in Facebook groups.
Instead of being brand forward, be CBD forward and establish your brand as a trusted CBD industry authority.
Simply put, in a Facebook Group , wisdom and engagement are far more valuable than using the platform to try and sell your product.
Now let’s touch on how Facebook Groups are an excellent tool to establish proactive customer engagement.
When people see your CBD brand interacting on social media it re-establishes and fosters trust in your brand identity.
The open communication that takes place within the context of your Facebook Group will allow you to be as close to the consumer thought process as you can be, all while learning and addressing the concerns of your customer.
Just a final reminder here to not be overly focused on sales revenue and instead, use this platform as a way to engage your customers by asking popular questions related to CBD and your target audience in order to stimulate and engage.
3. Promote Your CBD Blog Content To Boost Brand Authority
This CBD Facebook marketing tactic only works if you have an active CBD blog content marketing strategy and you’re publishing relevant articles on the regular.
One of my favorite tips to market CBD on Facebook is to use the platform to amplify your website’s blog content, which will also boost your brand awareness.
If you’re already publishing CBD blog articles on your website as part of your CBD SEO strategy, make sure you are sharing that blog content on Facebook & Instagram several times each week.
I’d even suggest repurposing the same blog article by sharing it in several different posts, on different days & times, with unique copy/text in each post.
It’s highly recommended that the blog content you share is focused on education and not customer acquisition.
If your CBD blog content strategy is on point, and the content you’re publishing answers the most popular questions your target audience is asking about CBD, you’ll see the traffic your website gets from Facebook increase week after week after week.
This benefits your brand by increasing website traffic, brand awareness, and product trust, and it benefits the customer because they’re being educated on the benefits of CBD while gaining trust in a brand – your brand.
By leading with educational blog articles or educational facts displayed in engaging, compelling content (video, gifs, images), you’re able to create a social media content strategy that is acceptable to Facebook’s content policies.
So how do you market CBD on Facebook? Focus on the customer and use social media as a PR play for top-of-the-funnel awareness, brand-building, and customer education.
Don’t use Facebook to focus on products, promotions, online sales, and website revenue.
Two Alternatives To Marketing CBD on Facebook
If you’ve found that focusing on how to market CBD on Facebook isn’t the best strategy for you, I’d like to offer two excellent CBD marketing tactics to consider outside of any social media platform.
1. CBD Advertising on Google Search
For over a decade-plus I’ve liked to say that our digital advertising team uses Facebook & Instagram for demand generation, and we use Google search for demand fulfillment.
Typically, people don’t go to social media platforms like Facebook or Instagram when they have the intent to purchase CBD (or anything else) online. This is not to say that social media marketing is unnecessary for CBD brands, because it’s quite the opposite.
Social media should be used for CBD brands to create brand awareness, product trust, and increase website traffic.
When people want to buy CBD online, or near them, they would typically go to a search engine like Google, Bing, or Yahoo and type in a phrase that suggests an intent to purchase now, or very soon.
That’s why we suggest using Google search ads as a primary CBD marketing tactic because we’re able to show customized CBD search ads on the top of page 1 on Google for people who are searching to: ‘buy cbd oil online”, ‘buy cbd edibles for sleep’, ‘buy cbd oil for pain 1500mg’, or other CBD purchase intent keyword phrases.
Yes, it is possible to advertise CBD on Google as long as you follow a certain process. We also outline how to advertise CBD on Facebook .
You can also view our case studies for CBD ads on Google here, here, and here.
2. Programmatic Display/Banner Advertising For CBD
This CBD marketing tactic is the one we suggest to our clients who are looking for the closest alternative to advertising CBD on Facebook & Instagram.
Sure Facebook & Instagram have a ton of daily users and daily traffic, but so do the world’s most popular websites – pretty much any mainstream website you can name in the USA, Canada, UK, EU, & worldwide.
We are able to secure priority ad placements for your CBD brand and products on popular mainstream websites that your target audience views every day. Just like they do with social media.
The best news is that our programmatic display advertising partners DSPs allow for CBD advertising so ad approval is not an issue and neither is getting your ads pulled and your ad account shut down.
Even more good news is that the ad manager for programmatic display advertising is similar to Facebook with interest targeting, the ability to create custom audiences, look-a-like audiences, and retarget everyone who visits your website with customized display ads to get them back to the site.
Summary on How To Market CBD on Facebook
Marketing CBD on Facebook & Instagram is absolutely necessary and can be terribly frustrating for many CBD brands.
The tips outlined above should help clarify how to market CBD on Facebook effectively and in ways that will benefit both your brand and your target customers.
Focus on your target customer. Use Facebook & Instagram to educate them on your brand, your princess, your approach, and the health benefits of your CBD products.
If you’re ready to try other CBD marketing strategies outside of social media, the two alternatives to marketing CBD on Facebook that we discussed above are a great place to start.
We can help you understand how to market CBD on Facebook or create a customized CBD marketing strategy for your business including other channels in addition to social media.
If you’re ready to get started, please email us to request a quote or call us for a free 30-minute phone consultation.
We’re Ready To Help You Grow.
CBD Advertising Laws For Advertising CBD On Google,
Facebook, and on Popular Websites
What You Should Know About Promoting CBD with Facebook Ads
In 2020, the global size of the CBD market was valued at USD 2.8 billion with an estimated growth rate of 21.2% until 2028. CBD has been gaining popularity for its therapeutic potential without the psychoactive effects
Can you advertise your CBD products on Facebook?
If you’re wondering whether your CBD product would have a chance on Facebook ads, the answer is absolutely a YES. Keep in mind though that getting your CBD ad approved would be a little tricky and you run the risk of getting your account deleted if your ad was rejected.
Facebook advertising policies you need to know
Although the grip on hemp products has lately loosened up quite a bit, there is still a certain amount of ambiguity in CBD as food or medication. This uncertainty makes it difficult for advertisers to have CBD products show up on Facebook’s native ads.
Facebook’s advertising policy does not explicitly state that CBD is prohibited, however, if you’ve ever tried to run an ad on cannabis, hemp, or CBD, you would understand the difficulty of having it approved.
How to display your CBD ads on Facebook
Getting your brand ads on Facebook is possible, however, you just need to make a few adjustments so you can have it approved.
Like how Google does it, Facebook also uses bots to crawl upon every word that is posted on the social media platform, including advertisements. This only means that the keywords you use could make or break your ad’s chance to show up on the social network’s timeline.
What to do if your ads were not approved by Facebook
Despite all your effort to keep the forbidden words out of the way of getting your ad approved, there may be instances that Facebook would still reject your advertisement. The first thing to do is check your landing page and make sure it does not mention CBD oil. Facebook bots can crawl upon your page and get your ad rejected if it mentions CBD.
5 organic ways to promote your CBD brand
Working around Facebook’s ad policies can sometimes be a roller coaster ride. In addition to paid advertising on the social network’s platform, you can also promote your CBD brand organically on Facebook with these ideas:
1. Search Engine Optimization
Search engine optimization or SEO is probably one of the most effective means to promote your CBD brand organically. Even though this method can sometimes be a tough nut to crack, SEO might be more cost-effective than paying for marketing ads. Just a keep in mind though that although you won’t have to worry about going against any marketing rules about CBD, FDA also looks into keywords when validating health claims of products online.
2. Work with an influencer
Among all segments in the marketing industry today, influencer marketing has demonstrated the fastest growth in the past years. According to research by the World Federation of Advertisers (WFA), 65% of global brands are aiming to spend more on influencer marketing in the coming months.
3. Partner with a CBD agency
Working with a CBD marketing agency can make a huge difference between grappling with your own online marketing activities and winning the CBD market. Running your business while keeping yourself updated with the current regulations can be a strain. It would be great to have a reliable CBD agency such as Icarus Digital Marketing who are the experts in the CBD market and help you out with your brand’s visibility.
4. Affiliate marketing
One of the most trusted forms of marketing nowadays is affiliate marketing. With this type of marketing, brands connect with influencers to promote the product across social media platforms such as Facebook, Instagram, Twitter and others.
Some of the benefits when going with affiliate marketing are :
- Cost is lower
- Traffic is targeted
- Significant ROI
Digital content can be a valuable tool in promoting CBD online. One of the content marketing tactics employed by agencies or businesses is to offer lead magnets – a piece of digital content – in exchange for the prospect’s contact information such as their email addresses.
Even with Facebook’s stringent standards on CBD advertising, it has always been possible to get your CBD ads approved. However, you can reduce the risk of getting your Facebook ads rejected by following the tips discussed above.