Cannabis Social Media Guidelines Dispensaries Should Know

Social media is a great way for businesses to connect with people. But if you run a cannabis business, posting online can be tricky. Even though cannabis is legal in many states, platforms like Instagram, Facebook, and TikTok still follow federal rules—where cannabis is illegal. That means they limit what cannabis businesses can post.

Because of this, dispensaries have to be very careful. A simple post might be removed. An account could even be banned with no warning. Some posts may get fewer views, or your account might stop showing up to new people.

So, how can cannabis brands still use social media? The answer is to follow the rules, post the right kind of content, and focus on building trust and relationships—not just selling.

This blog will explain the most important cannabis social media guidelines you need to know in 2025 and beyond. You’ll learn how to build a strong, safe social media presence that connects with your audience and grows your brand the right way.

The first thing you need to know is this: cannabis is still illegal under federal law. Even though your dispensary may be legal in New Mexico, most social media platforms follow federal rules. That means they don’t allow regular cannabis advertising.

Social media sites like Instagram and TikTok will take down cannabis posts if they break the rules. Sometimes accounts are suspended or deleted. The hard part? The rules aren’t always clear. And they can change at any time.

To maintain a safe and effective social media presence, it’s important to follow a few essential guidelines. These rules help protect your dispensary from content removal, restrictions, or bans.

1. Avoid direct product advertising
   Refrain from posting prices, discounts, or phrases like “Buy Now.” These are considered promotional and are likely to be flagged by the platform.
2. Do not make health-related claims
   Even if a product has helped customers, avoid stating that it “treats pain” or “reduces anxiety.” These are considered medical claims and may lead to content removal or policy violations.
3. Keep content age-appropriate
   Your posts should be geared toward adults. Avoid using imagery, language, or styles that might appeal to minors—such as cartoon characters or pop culture references. If the platform allows it, use age-gating features to restrict underage access.
4. Use hashtags carefully
   Popular cannabis-related hashtags like #weed, #420, or #marijuana are often monitored and can lead to reduced visibility or account flags. Instead, consider using localized or branded tags such as #NMcannabis or #AlbuquerqueDispensary.
5. Stay up to date with platform policies
   Social media rules are constantly evolving. Bookmark the advertising or community guidelines for each platform you use and review them regularly to avoid accidental violations.

Pro Tip: Each platform has its own approach to content moderation. What may be acceptable on one site (such as LinkedIn) might not be appropriate on another (like Instagram). Tailor your strategy to each platform’s unique standards.

Just because you can’t post sales or ads doesn’t mean you can’t post at all. In fact, many dispensaries do really well on social media by focusing on education, community, and stories—instead of sales.

• Teach your followers. Post fun facts about cannabis laws, product types, or how different strains work.
• Show the people behind the brand. Introduce your team.
• Celebrate your customers (with permission). Show off your store.
• Take people behind the scenes. Share what happens in your shop—like restocking products, team meetings, or community events.
• Be consistent. Post regularly. Use a tone and style that fits your brand.
• Respond and connect. Reply to comments and messages kindly and professionally.

• Don’t use pushy sales words. Avoid things like “Limited time offer” or “Huge savings.”
• Don’t post prices. Even if it’s just part of the image or caption, it can get flagged.
• Don’t use too many hashtags. Especially banned or overused ones—they can hurt your reach.
• Don’t repost without asking. Always get permission and give credit when sharing someone else’s content.
• Don’t link to checkout pages. Many platforms don’t allow direct links to where people can buy cannabis.

Reminder: You’re not just promoting a product—you’re sharing a lifestyle and building a relationship. Show your store’s personality and values, not just the products on your shelf.

What makes a cannabis brand stand out online? It’s not just what they post—it’s how everything looks and feels. The most memorable brands look and sound the same across all platforms. That’s what helps people recognize and trust them.

If someone sees your Instagram or TikTok post, they should know right away that it’s your brand—even before reading the caption.

• Do your posts all follow the same style and tone?
• Are your images and videos clear, bright, and professional?
• Are you speaking in a way your customers understand and connect with?

Whether your brand is relaxed, fun, educational, or wellness-focused, your tone should match that feeling in every post.

• Use templates for things like product spotlights, events, or tips
• Stick to the same colors and fonts from your website or packaging
• Write captions that match your brand’s personality—whether that’s friendly, smart, funny, or all three

Why it matters: People trust brands that look and sound professional. If your social media looks polished and well-thought-out, customers will see your business as reliable—even before they visit your store.

Cannabis brands that perform well on social media often succeed because they reflect the values and culture of the communities they serve. While product promotions are restricted, platforms offer ample opportunity to highlight your people, initiatives, and partnerships—elements that contribute meaningfully to brand loyalty.

Position your dispensary as a community-focused business by using social content to tell stories, introduce team members, and spotlight local collaborations.

• Create short-form videos or team member introductions to humanize your staff
• Share content from community events, sponsorships, or charitable partnerships
• Publish customer testimonials (with permission) to enhance trust and transparency
• Highlight collaborations with local businesses or cannabis industry peers
• Communicate your core values—such as sustainability, social equity, or safe access—through visual storytelling

This type of content supports long-term engagement by showing that your cannabis brand stands for more than products. It strengthens your identity, fosters community alignment, and reinforces your credibility in a competitive market.

Social media should be viewed as a powerful introduction to your brand—not the final step in a transaction. For cannabis businesses, where sales language and direct checkout links are often restricted, the goal is to guide users toward deeper engagement through compliant, value-driven pathways.

Social platforms function best as awareness tools—offering an accessible way to inform, inspire, and connect with potential customers before they reach your website or visit your store.

• Utilize a link-in-bio tool to direct users to menus, blog content, event pages, loyalty programs, or contact forms
• Share links to educational resources to build trust and demonstrate subject-matter expertise
• Encourage followers to subscribe to your email or SMS list, offering exclusive insights or perks as an incentive

Avoid linking directly to e-commerce checkout pages, especially on platforms that prohibit cannabis transactions. Instead, allow your content to lead customers into your broader brand ecosystem—where you have full control over the experience and compliance.

Once your content strategy is in motion, it’s essential to monitor performance and safeguard your digital presence. Social media trends, user behavior, and compliance guidelines are all subject to change—requiring regular evaluation and adjustment.

• Track performance metrics such as reach, engagement, shares, and saves to identify what resonates most with your audience
• Back up your content and captions in a secure location in case of unexpected account restrictions or removals
• Establish clear internal guidelines for your marketing team to ensure consistent, compliant publishing
• Review platform policies regularly, adjusting your content calendar and messaging as needed

Success on social media in the cannabis industry comes from consistency, flexibility, and proactive planning. By staying aware of platform changes and adapting accordingly, your dispensary can continue to grow its presence responsibly.

In today’s landscape, cannabis social media marketing is less about selling a product and more about telling a story. If you're relying on flashy promos or aggressive sales tactics, you're likely to hit compliance walls and lose trust with your audience.

But if you focus on value-driven content, genuine connection, and a clear visual identity, your dispensary can thrive on social—building a loyal audience that extends well beyond the screen.

Whether you're just starting out or looking to overhaul your current approach, aligning your content strategy with these cannabis social media guidelines will help you stay compliant, connect with your market, and create momentum that lasts. Need a hand? Call (833) 233-5496 or contact us to build a compliant, authentic social presence that supports your brand—and protects your account.