Google is cautiously entering the cannabis marketplace, launching a “limited pilot program” that will allow federally licensed marijuana businesses in Canada to advertise through its platform, the company announced last week.
The move comes nearly seven years after Canada legalized adult-use cannabis, creating one of the world’s largest regulated markets. Beginning August 25, 2025, the pilot will run for up to 20 weeks and be restricted to Google’s Search product, according to a notice first reported by StratCann.
“This pilot will run on Search only, beginning Aug. 25, 2025, for up to 20 weeks,” the company said. “Its purpose is to explore user interest and inform potential future policy updates.”
During the test phase, cannabis ads may appear on search engine results pages when users type in relevant keywords. As with other industries, businesses will be able to pay for premium placement. But eligibility is limited to operators with federal cannabis licenses, ensuring compliance with Canadian law.
The pilot represents a cautious but notable shift for the tech giant, which has historically taken a restrictive stance toward cannabis. In the U.S., Google lifted its ban on certain hemp and CBD advertising in 2022 following the federal legalization of hemp, but marijuana products remain prohibited under federal law south of the border.
Google’s relationship with cannabis has been complicated. In 2019, the company sparked backlash after banning marijuana-related apps from its Google Play store, though it later relaxed that policy. Co-founder Sergey Brin once jokingly referenced distributing joints to employees during a 2016 post-election meeting, highlighting the cultural tension between cannabis’s growing acceptance and corporate caution.
Other tech platforms have also grappled with how to approach cannabis. Twitter previously partnered with federal health officials to nudge users searching drug-related terms toward treatment resources, but ended the arrangement in 2022. Facebook has long used AI tools to flag and remove cannabis ads deemed to violate its policies.
For Canadian cannabis businesses, Google’s pilot program could mark a significant opening—potentially leveling the playing field with other industries in digital marketing. Whether the experiment expands beyond Search, or into other countries, will depend on how the next 20 weeks unfold.
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