Marketing a cannabis dispensary comes with unique challenges, especially when navigating state regulations and social media restrictions. While dispensaries can leverage digital marketing to build brand awareness, they must stay compliant with Missouri’s Department of Health and Senior Services (DHSS) regulations and platform-specific advertising policies.
If you’re looking to effectively market your dispensary while staying within legal boundaries, here’s a breakdown of what you can and can’t do when advertising cannabis in Missouri.
📢 What Dispensaries CAN Do in Marketing & Advertising
While the Missouri DHSS has strict rules, dispensaries can still promote their business in the following ways:
✅ Advertise in Compliance with Local & State Laws
Any marketing efforts must adhere to local ordinances and state laws regulating cannabis-related advertising.
✅ Use Compliant Signage & Branding
All signage and marketing materials must accurately reflect the dispensary’s legal name, business name, or trade name registered with the state.
✅ Educate Your Audience
While you can’t claim medical benefits without FDA approval, dispensaries can share general educational content about cannabis strains, consumption methods, and industry news.
✅ Leverage Organic Social Media Engagement
While paid ads are restricted, dispensaries can grow their presence organically by sharing educational posts, industry insights, and user-generated content (without promoting sales).
✅ Use Creative Workarounds
- Encouraging followers to visit your website for more details
- Hosting Q&A sessions about cannabis laws
- Creating lifestyle and wellness content without directly selling cannabis
✅ Comply with Packaging & Labeling Rules
Cannabis packaging and labeling must meet Missouri’s requirements, including:
- Child-resistant packaging
- No misleading claims
- Accurate cannabinoid profiles
🚫 What Dispensaries CAN’T Do in Marketing & Advertising
Just as there are approved ways to market your dispensary, there are also several prohibited marketing practices in Missouri.
🚫 Make False or Misleading Claims
Distributors CANNOT promote cannabis as a “cure” for health conditions without FDA-backed scientific evidence.
🚫 Target Minors or Use Child-Friendly Designs
Marketing materials CANNOT include:
- Cartoons, animals, or fruit-shaped branding
- Bright, flashy colors aimed at children
- Any advertising that appeals to individuals under 21
🚫 Use Paid Ads on Social Media
Platforms like Facebook, Instagram, TikTok, and Google Ads do not allow paid advertising for cannabis sales, even in legal markets.
🚫 Promote Discounts, Prices, or Sales on Social Media
You CANNOT post about:
- Cannabis product pricing
- Special promotions or discounts
- Direct links to online dispensary stores
🚫 Show Cannabis Consumption in Advertisements
Dispensaries cannot use images or videos of people smoking, vaping, or consuming cannabis in marketing materials.
🚫 Advertise Where Minors Are a Large Audience
Avoid advertising on TV, radio, or digital spaces where a significant portion of the audience is under 21.
🚫 Make Claims That Cannabis Enhances Experiences
For example, ads CANNOT say:
❌ “Light up your weekend with this Sativa strain!”
❌ “Perfect for game night—try this hybrid strain today!”
📲 Social Media Limitations for Missouri Dispensaries
Many dispensaries struggle with social media visibility due to strict platform guidelines. Here’s what you need to know about cannabis marketing on different platforms:
Facebook & Instagram (Meta)
🚫 No paid cannabis ads
🚫 No sales promotions, pricing, or links to e-commerce sites
🚫 No claims about health benefits
✅ Allowed:
✔ Educational content about cannabis laws
✔ Community engagement (e.g., “What’s your favorite strain?”)
✔ Behind-the-scenes dispensary content
TikTok
🚫 No cannabis-related content allowed (even educational posts)
🚫 No cannabis hashtags (may lead to shadowbanning)
✅ Allowed:
✔ Creative storytelling related to cannabis culture (without direct mentions)
✔ Dispensary branding without promoting sales
YouTube
🚫 No paid cannabis ads
🚫 No promotion of sales
✅ Allowed:
✔ Educational cannabis content
✔ Dispensary interviews, behind-the-scenes content
✔ Industry news and updates
Twitter (X)
🚫 Most paid cannabis promotions are restricted
🚫 No direct sales promotions
✅ Allowed:
✔ News and discussions on cannabis legalization
✔ Organic brand awareness and dispensary updates
🎯 How to Market Your Cannabis Dispensary the RIGHT Way
Even with restrictions, dispensaries can still grow their audience and increase foot traffic using creative, compliant strategies:
✔ Share Educational Content
Create blog posts, social media infographics, and videos focused on cannabis education rather than direct sales.
✔ Build a Strong Website & Blog
Since social media has strict limitations, focus on SEO-driven blog content to drive traffic organically.
✔ Use Email & SMS Marketing
Collect customer emails and phone numbers in-store and online to send exclusive offers & updates (since emails & texts are not subject to social media bans).
✔ Engage with Your Audience
Encourage customers to interact with your brand through Q&As, live videos, and community discussions.
✔ Leverage Private Groups
Consider creating a Facebook or Discord group where you can engage with customers directly in a private, invite-only setting.
✔ Drive Traffic to Your Website
Since you can’t post direct sales on social media, drive followers to your website, where you can legally display product details and pricing.
🚀 Final Thoughts: Stay Compliant & Creative
While cannabis marketing is highly regulated, dispensaries CAN still build a successful brand using educational content, organic engagement, and compliant advertising strategies.
If you’re ready to grow your dispensary’s online presence, focus on:
🔹 Creating educational blog content
🔹 Optimizing your website for SEO
🔹 Building a strong email & SMS marketing list
🔹 Leveraging social media without violating platform rules
Need help crafting a compliant cannabis marketing strategy?
📩 Contact us today! We specialize in SEO, branding, social media management, and reputation management to help dispensaries maximize their online presence—without breaking the rules!
