Connect with us


Everything you need to know about advertising CBD

Experts at The C Word Marketing on how to advertise CBD responsibly.



Everything you need to know about CBD marketing

Experts at The C Word Marketing, explain everything you need to know when it comes to advertising a CBD product.

You’ve no doubt seen them everywhere – CBD companies claiming that CBD helps or even cures everything from anxiety, skin disorders, nerve pain, and dare I say it; cancers.

While there may be evidence and medical research papers to support these claims, currently no CBD product carries a marketing authorisation from the MHRA which means it’s illegal to make such claims.

Why is it so important that CBD companies don’t make medical claims?

Time after time I am having to explain to our clients and prospective clients that as an industry we need to “pull our socks up”, else the whole industry will come crashing down.

“But this CBD company is making medical claims, and that CBD company is, too,” – is the usual response I get.

And, while this is very true, we are always explaining in great depth why it is that the C Word will not produce any copy for our clients that leaves them exposed legally.

The MHRA’s guidelines on what CBD companies can, and can’t say:

Below I have shared, word-for-word what the MHRA’s guidelines are on making medical claims when selling CBD products. It’s vitally important that CBD professionals read, digest and understand this.

Yes, it’s annoying, especially when CBD has so many known benefits already, but the medical licensing laws are there for very good reason. Medical products understandably need to go through stringent licensing processing to take them to market.

About the MHRA

The Medicines and Healthcare products Regulatory Agency (MHRA) ensures that both medicines and medical devices work and are safe.

It is the executive agency of the UK’s Department of Health and Social Care responsible for products classed as CBD sold in the UK. It also issues guidelines on what can and cannot be said when advertising medicine or healthcare products.

MHRA guidelines on advertising CBD in the UK

In general, to stay compliant with the MHRA guidelines, CBD merchants in the UK must not:

  • Make or infer in any written form and/or published articles medical claims with regard to CBD. This includes company names/logos, hashtags, links and any shared testimonials/reviews
    • Make any unapproved health claims or wellbeing claims
    • Link to sites/platforms which present CBD as a medicine
    • Link to sites/platforms where customers can obtain more information about CBD and its use

More specifically, CBD merchants in the UK are not permitted to:

• Make any explicit medical claims about their CBD products
• Offer any advice, nor offer CBD to treat any specific condition
• Link to sites/platforms that promote ‘cancer cures’ or other medicinally bias sites/platforms
• Publish articles which imply that CBD can or has been used to treat any illness
• Suggest customers talk to any medical professional
• Use any graphics, imagery or product names that imply CBD is a medicine
• Make comparisons with licensed medicines
• Make references to medical and/or clinical research and testing
• Make references to the health risks of not taking CBD
• Publish editorial medical claims
• Publish recommendations by Doctors/healthcare professionals
• Publish testimonials that include/imply medicinal claims
• Make references to or reproduce ‘generic’ information on CBD
• Make references to medical conditions major to minor, including colds, headaches, cuts and bruises, spots, smoking addiction, obesity, arthritis, depression, stress and all childhood disorders and serious diseases
• Make references to conditions of the mind such as depression, addictions, attention deficit/hyperactivity disorder, etc.
• Make references to the treatment or alleviation of adverse conditions, including decongests, relieves pain, reduces inflammation, calms, stops itching, cures insomnia, reduces blood pressure or reduces blood sugar levels
• Make references to the symptoms of disease such as pain, inflammation, etc.


The following words or phrases (not exhaustive) should be avoided to comply with MHRA guidelines on advertising CBD in the UK:

Burns fat
Clinical trials evidence
Clinically proven
Helps body adjust after crossing time zones
Help maintain a normal mood balance
Help maintain a normal water balance
Help/help with
Increases metabolic rate
Is said to help with
Medical research
Protects against
Relieves/relief condition
Stimulates the nervous system
Stops craving for
Strengthens the immune system
Strips off sun-damaged precancerous cells
A claim to treat, prevent or correct disease or an adverse condition
Traditionally used for
Treats/clears infestations

*The intended and implied meaning of the above words/phrases are taken in context by the MHRA when determining whether they are a medical claim, i.e. considered together with the surrounding words.

NOTE: These guidelines apply to ALL published materials, including product, packaging, website, social media (posting, commenting, sharing), customer communications and advertising. The inclusion of a disclaimer on any site/platform also does NOT exempt merchants from the above guidelines.

What is allowed?

CBD merchants in the UK ARE allowed to:
• Make claims to ‘maintain’ ‘help to maintain’ or ‘support’ health, healthy bodily functions or organs.

However, any reference to restore, or help to restore a specific bodily function or organ to a normal healthy state is NOT allowed.

How can the C Word help?

The bottom line is that companies selling CBD need to be extremely careful with all communications related to their CBD products.

If your CBD company is interested in keeping on the right side of the law, it would be a good very idea to hire a specialist CBD marketing agency, like the C Word, for help with the creation of your website copy, brand or product names, advertising and marketing content.

The bottom line is that companies selling CBD need to be extremely careful with all communications related to their CBD products.

If your CBD company is interested in keeping on the right side of the law, it would be a good very idea to hire a specialist CBD marketing agency, like the C Word, for help with the creation of your website copy, brand or product names, advertising and marketing content.

Home » Industry » Everything you need to know about advertising CBD

Continue Reading
Click to comment

Leave a Reply

Your email address will not be published.


New fully digital cannabis dispensary launches in UK

It aims to streamline the process through which  cannabis patients can access their medicine.



New fully digital cannabis dispensary launches in UK

A new fully digital medical cannabis pharmacy aims to improve the dispensing experience for UK patients.

A new digital dispensing solution has launched in the UK, with the aim of streamlining the process through which cannabis patients can access their medicine.

Through the new system, patients are able to schedule delivery to their home or office, with a 120-minute delivery service in London and Birmingham and next-day delivery across the UK.

Akanda subsidiary, CanMart, has partnered with digital pharmacy infrastructure Phlo Connect and Cellen Life Sciences to bring the project to life.

The process will be increasingly seamless for patients in the near future as Phlo Connect, Cellen and CanMart build additional digital interconnections, Akanda said.

Osteoarthritis: A banner advert for the medical cannabis clinics

Tej Virk, CEO of Akanda, said: “Akanda is committed to expanding access to high-quality products for anyone in need, and that is qualified in the United Kingdom, a growing market for medical cannabis.

“Phlo Connect and Cellen are the ideal partners to make this happen, combining the UK’s first fully digital pharmacy with a digital dispensing model that is easy to use, secure, and real-time.

“In the nascent UK medical cannabis market, patients currently suffer from excess friction as the prescription process, and last-mile delivery is disjointed.

“We firmly believe that our solution is the best way to satisfy patients and get our 1P and 3P-supplied medical cannabis in their hands quickly and conveniently, which will greatly improve the patient experience.”

New fully digital cannabis dispensary launches in UK

The partnership with Phlo Connect builds on CanMart’s existing partnership with Cellen, a health tech company that provides treatment to chronic pain patients through Leva Clinic, as well as through partners including the NHS, and Boots UK.

The Leva Clinic, which is licensed and regulated by the Care Quality Commission, is one of the first fully digital pain clinics in the UK.

Cellen is also a medical cannabis supplier to Project Twenty21, the large-scale medical cannabis observational study monitored by Drug Science that aims to improve access to medical cannabis.

Adam Hunter, CCO of Phlo Connect commented: “We believe partnering with CanMart and Cellen will be a game-changer for medicinal cannabis patients here in the UK.

“By integrating with both CanMart and Cellen via our API-driven pharmacy platform, we believe that this partnership is the first truly end-to-end digital experience for medicinal cannabis patients in the UK.”

He added: “Our patients require access to new high-quality products without the friction and hassle of traditional dispensing services. This partnership is another example of our continuing efforts to build on our national, established relationships with the wider pharmaceutical community in innovative ways.

“We believe that CanMart’s access to high quality products as well as Phlo Connect’s extensive capabilities in dispensing will go a long way to helping our service to our patients.”

Home » Industry » Everything you need to know about advertising CBD

Continue Reading


CiiTECH celebrates five years with five days of CBD offers

CiiTECH’s five-year birthday is a pivotal moment, the company said.




Cannabis healthcare company CiiTECH celebrates its fifth birthday and reflects on a turbulent half-decade for the CBD industry.

CiiTECH’s five-year birthday is a pivotal moment, the company said. After what has been one of the most turbulent times for the industry, the firm has achieved six months of stability. With new crypto projects on the horizon and new markets on the cards, the company is gearing up for a period of growth.

CBD is a tough industry to be in right now but that has never stopped CiiTECH CEO and founder, Clifton Flack, from driving the business through regulatory issues and the challenges of an increasingly saturated market.

“When we started the business in 2017 the market was approaching the peak of interest and excitement. Since then, alongside the hundreds of brands that have been born to compete with us, we’ve also faced monumental regulatory pressures and flip-flopping,” Flack said.

“We’re still here though, independent and with a bright future ahead as the coming year ahead brings settled regulations.”

After a stormy start to the year, the FSA delivered on their promise to roll out a framework by which products can be set on a supervised pathway to novel food authorisation. The market is now more difficult than ever to penetrate for new and emerging brands, however it gives established UK CBD companies like CiiTECH an advantage over international companies attempting to penetrate the UK market.

“In parallel, the industry and our peers have had a two year pandemic, Brexit supply chain disruptions and now a cost of living crisis set to put all previous volatilities to shame,” Flack added.

“Now more than ever, cannabis healthcare companies need to take our time, avoid the panic and focus on delivering quality products behind trusted brands that are built for the long term.”

Recently, CiiTECH investigated a stock market listing on the London Stock Exchange but the IPO did not come to fruition.

“As the CEO, I had to make an impossible decision,” Flack said.

“Amongst other things, the timing was just not right. Consumer sentiment and demands are volatile and we found the essence of our company getting lost in bureaucracy at a time when it should have been front of mind.

Yesterday, CiiTECH launched five promotions over five days to celebrate the anniversary of the company.

“As a revenue-driven business, CiiTECH would not be in the position it is today without its army of loyal Provacan customers, so we’re giving back to them the best way we know-how.

“With five days’ worth of promos and freebies to mark five years of success. Our Friday promo emails have become somewhat legendary among our customers but we have never done anything like this before.”

Continue Reading


GPs should prescribe medical cannabis, says industry review

A new review has recommended the roll out of a national trial, permitting GPs to prescribe medical cannabis.



GPs should prescribe medical cannabis, says industry review
Polling showed strong support for allowing all doctors to prescribe cannabis as a treatment. 

A new UK report has recommended the roll out of a national trial permitting GPs to prescribe medical cannabis.

GPs should be allowed to prescribe medical cannabis in the UK, according to a new review published on Monday 27 June.

Industry experts have recommended the roll-out of a national trial, which would see GPs permitted to prescribe cannabis-based medicinal products, alongside specialist consultants. 

The recommendation was published as part of the Hodges Review, commissioned by The Centre for Medicinal Cannabis (CMC) and the Association for the Cannabinoid Industry (ACI).

The report, which aims to set out how the UK can be a world-leader in cannabinoid innovation, is set to be launched today (27 June) with a speech by MP George Freeman, the minister for science, research and innovation.

US research programme studies cannabinoids in ovarian cancer

GP prescribing 

In the UK, GPs may prescribe as part of a ‘Shared Care’ agreement, under the direction of a doctor on the specialist register, but they are not permitted to initiate treatment themselves.

According to polling data, collected for the review from 1,500 individuals across the UK, between the 9-13th June, 2022, there was strong support for allowing all doctors, not just specialists, to prescribe cannabis as a treatment. 

Two-thirds of respondents (65 per cent) believe GPs should be allowed to prescribe medicinal cannabis and more than a third said they would trust their GP to prescribe it to them.

Among 20 recommendations made by the report, the authors suggest an “opt-in model” which would give GPs the option to consent to prescribing cannabis-based medicines and participating in data collection to help inform future guidelines.

In more than 50 countries worldwide where medical cannabis has been made legal GPs make up the majority of prescribers. 

A survey of over 1,000 GPs, published last year by the Primary Care Cannabis Network, found that there was a willingness from UK doctors to prescribe too. 

Almost a quarter (24 percent) said they would be willing to take on the role of prescribing and overseeing medical cannabis treatments and just under three quarters (73 per cent) were open-minded about having a more active role in the field.

Read more: How GPs could open up access to medical cannabis

Quoted in the Hodges Review, Hazel Neavyn-Neita, medical information lead, Althea Life UK and Ireland said: “The cost of supplying product to the UK is roughly 3.2 times higher than supplying product to Australia.

“Allowing GPs to prescribe and widening patient access may increase sales. It would also reduce the costs of consultations for private patients since they could see a GP rather than a specialist consultant. If volumes increase, companies will be able to reduce the cost of manufacture and shipping which will reduce the cost to the patient.” 

Deepak Anand, principal of ASDA Consultancy Services, added: “By not allowing all GPs to prescribe, we’re effectively putting people into the black market, because people are going to try to access this whichever way they can… That is a serious and abject policy failure from a public health perspective by the government. Once we start to see GPs prescribing, you will see a real opening up of the industry in the UK.”

The report also highlighted the need to “take forward commitments” for coordinated data collection, suggesting that GP prescriptions could involve patient enrolment in a national registry to help gather real-world evidence.

Further recommendations include consulting with patient groups and police forces to introduce Home Office guidance for frontline officers to verify patients who have a valid prescription, and creating a single formulary of all available products in the UK to support doctors in prescribing with up-to-date information.

Attitudes towards medical cannabis 

Among those polled, there was broad support for cannabis as a medical treatment.

One in five respondents said they personally know someone whose health has benefited from medicinal cannabis and 63 per cent would be supportive if a family member was taking it to address a health condition.

Only eight per cent said they would be “somewhat” or “very” opposed to it and almost one in seven people admitted that they have used cannabis for “health reasons” themselves. 

Of those who had used cannabis for medicinal reasons (whether prescribed by a doctor or not), 90 per cent experienced positive benefits, including a fifth whose symptoms were “completely resolved”. 

There was also recognition of a need to make cannabis medicines more accessible for patients in the UK, with 59 per cent of those polled believing that the government should help lower the cost of cannabis supplied by private clinics so more people can afford it.

A large majority (64 per cent) of respondents believe the government should do more to support scientific research into cannabis in the UK.

CBD vs Medical cannabis

Although public awareness of medicinal cannabis was lower than of CBD, the report found evidence to suggest that public levels of trust are generally higher. 

When asked about CBD products, the most concerning thing for 43 per cent of respondents was if the product was synthetic and not from natural ingredients, or if the product was not tested for purity. 

Those hesitant to try CBD said they would be most likely to try a product if there was more public information about CBD and how to take it and if the government made it clear that CBD was legal.

The report also claims that where young people are more open to the use of CBD, older people are more likely to report positive views towards medicinal cannabis.

By contrast, young people were more likely to think that medicinal cannabis is “not a serious clinical treatment”.

A total of 59 per cent of respondents believe that in 10 years time the medical benefits of cannabis would be more widespread and accepted.

You can download the full report here

Home » Industry » Everything you need to know about advertising CBD

Continue Reading