Almost seven years after Canada legalized adult cannabis use, Google begins to open up space for sector companies to advertise on its platform. 

The tech giant has launched a pilot program that will allow licensed operators to test ads on Search, exploring new ways to communicate with the public and laying the groundwork for possible policy changes.

Google tests cannabis ads in Canada

Google's limited pilot program will last up to 20 weeks and starts on August 25, 2025. During this period, companies licensed by the Canadian federal government will be able to run cannabis product ads directly on the platform's search results, reaching users searching for related keywords. The initiative aims to understand public interest and inform future adjustments to advertising policies.

Google's stance history on cannabis

In recent years, Google has had a cautious relationship with the cannabis market. In 2019, the company banned marijuana-based products from its app store, but has since relaxed its position.

In the United States, for example, hemp and CBD products were cleared for advertising in certain regions after federal legalization. Sergey Brin, the company's co-founder, even publicly joked about the topic in 2016, during a post-election meeting.

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Impact on the market and the future of advertising

Industry experts see the Canadian pilot as a significant step for cannabis companies to expand their online visibility, but note that participation is restricted to licensed operators. While other tech platforms, such as Facebook and Twitter, have adjusted their advertising and content policies on cannabis, Google seeks to balance regulation, advertising, and the growth potential of a expanding market.
 

With information from Marijuana Moment.