Google Launches Limited Test of Cannabis Advertising on Its Search Platform in Canada

TORONTO – Google has started a restricted trial allowing select Canadian Cannabis companies to place ads on its search engine, marking a cautious step toward easing long-standing prohibitions on such promotions.

The initiative, which went live on August 25, 2025, permits only federally licensed operators to run advertisements for Cannabis products and services through Google Search platform. The program is set to continue for up to 20 weeks, with the company stating its goal is to gauge consumer engagement and gather data that could shape upcoming advertising rules. Google Ads disclosed the plan on August 20, and Cannadian Cannabis industry observers like StratCann highlighted it soon after.

This development signals a departure from Google’s prior stance, which has generally barred Cannabis-related ads worldwide, though it has made exceptions for certain CBD items in select U.S. regions since 2022. In Canada, where recreational Cannabis became legal nationwide in 2018, federal regulations impose tight controls on marketing to prevent youth exposure. Ads cannot include endorsements, images of people or animals, or content that stirs emotions, and sponsorships are off-limits. Participants in the pilot must adhere to these guidelines, ensuring promotions remain informational and compliant.

Compared to other digital giants, Google’s approach remains conservative. X, formerly Twitter, opened its doors to Cannabis ads in the U.S. in 2023, expanding beyond earlier allowances for hemp-based CBD topicals. Meanwhile, platforms like Meta’s Facebook and Instagram, along with TikTok, maintain outright bans on Cannabis promotions, though they permit some CBD marketing. If Google’s experiment yields positive outcomes, it could encourage similar relaxations elsewhere, potentially aiding licensed firms in reaching broader audiences amid competition from unregulated sources.

Analysts note the pilot offers a narrow window for exposure and that its success ultimately depends on measurable user response and regulatory alignment. If the trial results in significant, lasting, positive changes, licensed producers will gain a competitive edge in a market where legal sales continue to erode the illicit trade. As the trial unfolds, Highly Capitalized Network will monitor whether it will prompt Google to reevaluate its policies in other jurisdictions, balancing commercial opportunities with public health priorities.