Google has made a rare policy shift in the cannabis space. The search engine and digital ad giant recently announced it will allow certain legally permitted cannabis products to be advertised in Canada under a limited pilot program.

For dispensaries, regulators, and marketers, this is significant because it marks the first time Google has opened the door for cannabis-related promotions on its platform. The pilot gives federally licensed operators an opportunity to test Google Ads for cannabis, while Canadian law and provincial regulations set strict boundaries on cannabis advertising. 

Although the U.S. remains under stricter federal regulations and the program is limited in scope, Canada's program could signal potential trends for digital cannabis marketing on a global scale.

What's Included in the Google Ads Cannabis Pilot Program?

Google launched this pilot program on August 25, 2025, scheduled to run for up to 20 weeks under tightly controlled conditions. Only federally licensed cannabis operators in Canada are permitted to participate in the pilot. Google Ads for dispensaries are restricted to Google Search and will not appear on YouTube, Google Display, Shopping, or other Google platforms.

In addition, Google has built safeguards into its pilot program to ensure that cannabis ads are only shown to users who are verified as being over the legal age in their province. Users can opt out of seeing cannabis-related ads at any time through the Google "My Ad Center" tool.

Google's stated goal is to test user interest and gather data that can inform future policy changes. This pilot provides the company a way to measure how audiences respond to cannabis advertising, while also offering regulators and industry stakeholders greater insight into how cannabis ads may function within existing legal frameworks.

What Is Canada's Current Law for Cannabis Advertising?

Canada's cannabis advertising framework is governed by the Cannabis Act under Health Canada. The law permits certain forms of promotional activity, but only under strict conditions. Businesses can run "informational promotion" or "brand preference promotion," provided that advertising does not target youth.

In other words, all promotions for cannabis-related brands and products must be in settings inaccessible to minors, including age-gated online platforms. Content restrictions are tight, as well: ads cannot glamorize cannabis, use lifestyle imagery, show endorsements, or imply risky behaviors. Price promotions and distribution claims are also limited.

In addition to the federal Cannabis Act, provinces and territories can impose additional rules. Some regions, for example, limit billboard placements or restrict certain digital channels. The combination of federal and provincial rules ensures a controlled ad environment designed to balance dispensary business needs with public safety.

How Google's Pilot Changes Cannabis Digital Marketing in Canada

Before the pilot, Google's Dangerous Products and Services policy prohibited any ads promoting, linking to, or implying the sale of cannabis or THC products. The pilot introduces a narrow exception for licensed operators and dispensaries in Canada.

Within the pilot, businesses have more marketing opportunities, increasing visibility and potential customer engagement. While still limited to Google search and set within strict parameters, such as age verification and opt-out requirements, businesses can now test targeted messaging, track performance, and refine campaigns while remaining compliant with federal and provincial regulations.

What About Cannabis Marketing in the United States?

Cannabis advertising and marketing in the United States is much more complicated. Federal law under the Controlled Substances Act still classifies cannabis as illegal. While some states have legalized recreational or medical cannabis, there is no federal framework allowing Google Ads for dispensaries or other marketing.

Instead, each state has its own set of advertising rules. Some allow digital ads with strict compliance requirements, while others prohibit public-facing promotions entirely. Violating these rules can result in account suspensions or platform bans.

Federal legal changes or reclassification would be necessary for U.S. cannabis businesses to see Google Ads or similar programs like Canada's pilot. In the meantime, as you navigate the complex rules of cannabis marketing in the United States, read our guide on Google Ads for dispensaries in the U.S. 

Digital Marketing for U.S. Cannabis Dispensaries

Canadian dispensaries are gaining new marketing options, but the U.S. landscape remains constrained. Despite potential signals of change, U.S. businesses must continue operating within state-level rules, platform policies, and federal prohibitions.

U.S. dispensaries can still optimize their marketing efforts with compliant channels, including SMS, email campaigns, loyalty programs, and in-store promotions. Digital marketing strategies can be tailored to maximize visibility without violating regulations and platform restrictions.

CannaPlanners specializes in helping cannabis businesses create compliant campaigns that maximize visibility without risking violations. Our team designs workflows that work within current restrictions and tracks performance to ensure your marketing dollars deliver results. Book a strategy call with CannaPlanners to turn regulatory challenges into competitive advantages.