Google Cracks Open the Door for Cannabis Advertising in Canada

Big news for the Canadian cannabis industry: as of August 25, 2025, Google has officially begun testing cannabis advertising in Canada. The pilot program, set to run for 20 weeks, allows federally licensed cannabis operators to run ads on Google Search; a first for one of the world’s most influential platforms.

For an industry long shut out of mainstream digital marketing, this move is nothing short of historic. Until now, cannabis brands have had to rely on niche publications (like us 😉), grassroots word of mouth, or tightly controlled in-store promotions. Google’s pilot signals that cannabis is ready to step into the digital spotlight and be treated like the legitimate industry it is.

What the Program Looks Like

The opportunity comes with plenty of fine print:

• Ads will run only on Search (no YouTube, Display, or Shopping yet).

• Only federally licensed operators in Canada can participate.

• Every ad must comply with the Cannabis Act, which bans youth-targeted content, celebrity endorsements, lifestyle glamour shots, and health or medical claims.

  
  

Consumers can choose to opt out of seeing cannabis ads through Google’s My Ad Center.

Why It Matters

Even with these restrictions, this is a game-changer. For the first time, licensed cannabis companies can meet consumers where they’re already searching—on Google. That means the ability to show up when someone looks up “best CBD oil Canada” or “dispensary near me” and actually appear in legitimate ad space, not just organic results.

It also signals something bigger: that global tech companies are beginning to take cannabis seriously. If this pilot proves successful showing that ads can be run responsibly within the rules, it could pave the way for broader access across more Google platforms, and eventually inspire other digital giants to follow suit.

A Step Toward Normalization

Cannabis advertising still has a long road ahead, but this is a milestone worth celebrating. For Canadian brands, it’s a chance to reach new customers and grow their presence in ways that were off-limits until now. For the culture at large, it’s one more step toward normalization, bringing cannabis out of the shadows and into the everyday digital economy.

The eyes of the industry will be on this pilot for the next few months. If all goes well, we could be witnessing the start of a new era: one where cannabis brands finally have a seat at the digital marketing table.