Google is taking a significant step in opening its platform to cannabis advertising in Canada, almost seven years after the country legalized adult use of the substance. The tech giant has introduced a pilot program that will allow licensed cannabis operators to advertise their products directly on Google Search.
A new approach to cannabis advertising
The pilot program, which began on August 25, 2025, will run for up to 20 weeks. During this period, companies licensed by the Canadian federal government will be able to display ads for cannabis products on Google Search. These advertisements will appear when users search for related keywords, giving businesses a new avenue to reach potential consumers. According to Google, this initiative is designed to assess public interest and explore potential adjustments to its advertising policies.
Google's evolving stance on cannabis
Over the years, Google has taken a cautious approach to the cannabis market. In 2019, the company prohibited marijuana-based products from being sold through its app store. However, its stance has since softened. For example, hemp and CBD product advertisements were approved in specific regions of the United States following federal legalization. Sergey Brin, Google’s co-founder, even joked about the topic during a post-election meeting in 2016.
Implications for the industry
Industry experts view this pilot program as a significant milestone for cannabis companies seeking to expand their online visibility. However, participation in the program remains limited to federally licensed operators in Canada. While other platforms such as Facebook and Twitter have updated their policies to accommodate cannabis-related advertising, Google appears to be carefully balancing regulatory compliance with the growth potential of an expanding market.
As the pilot unfolds over the coming weeks, it could influence the future of advertising policies not only in Canada but potentially in other regions where cannabis use has been legalized. Whether this move will lead to broader acceptance of cannabis advertising on Google remains to be seen.
For now, this initiative marks a step forward in aligning the tech giant’s advertising policies with the evolving cannabis landscape.