TikTok was launched in 2017 and has been one of the fastest-growing social media platforms ever since. TikTokers post and share short-form videos that vary from viral dances to DIY hacks and so much more.

Cannabis culture is a popular niche corner of TikTok, highlighted in videos by creators, but there are some rules surrounding its portrayal that must be followed when using the app. So, is TikTok really cannabis-friendly? 

Is TikTok Cannabis Friendly?

Chinese company ByteDance owns TikTok, and like China itself, they don’t look too fondly at marijuana use (along with all other drugs). TikTok’s community guidelines around controlled substances are:

“While adults make personal choices about how they engage with alcohol, drugs, and tobacco, we recognize that there are risks connected to trading and using these substances. We do not allow the trade of alcohol, tobacco products, and or drugs.

We also do not allow showing, possessing, or using drugs. We recognize that these substances can put young people at a heightened risk of harm. We do not allow showing young people possessing or using alcohol, tobacco products, or drugs.” 

However, instead of outright banning all content that features references to these substances, TikTok restricts content for users under 18 for the most part but will crack down on content that openly discusses drug use, shows excessive drinking, or promotes tobacco products. 

Cannabis Content on TikTok: The Reality

With 170 million + users each month in the U.S. alone, keeping track of every piece of content on the platform can be difficult. While these guidelines surrounding cannabis use are in place, automated and human evaluation can’t police the entire platform at all times.

Cannabis content creators who stick to the policies and don’t explicitly show or promote cannabis products can gain a lot of traction. Many of these creators post educational content like fun facts, history, and diving deeper into the world ofnew cannabinoids. Or, they make short skits and sketches that highlight the daily lives of stoners. 

To see content like this for yourself, check out these popular hashtags:

•  #CannabisTok

• #WeedTok

• #420Vibes

• #CannabisEducation

• #StonerComedy

Cannabis TikTokers can sometimes swerve detection by using less blatant hashtags that might not be flagged as easily. 

TikTok's Enforcement of Cannabis Rules

TikTok enforces violations around cannabis rules by removing the content in question, reviewing it, and notifying the account holder. TikTok’s Trust and Safety team will determine whether posts need to be removed or made ineligible for the For You feed.

 Posts may be flagged when another user reports it or when human and automated detection discovers content that violates community guidelines. TikTokers can then appeal the decision.

TikTok can flag a post for 90 days, leading to a “shadow band,” or ban an account entirely for severe violations. If you want an update on your account, head to TikTok’saccount check. 

Legal vs. Illegal Cannabis Content

Sadly, for TikTok users in regions where cannabis is legal, the rules remain the same. Any content that depicts or promotes cannabis products could be flagged, regardless of its legality and where the TikTok user is based.

TikTok’s algorithms scan for certain hashtags, words in captions, and even spoken words in videos to find posts that may contain cannabis use or promotion. 

Opportunities for Cannabis Creators

Despite the seemingly harsh guidelines surrounding cannabis promotion on TikTok,one study concluded that “social media policies regarding cannabis marketing are ambiguous and may facilitate cannabis marketing, promotion, sales, and underage exposure, thus compounding concerns regarding insufficient governmental regulations. Greater specificity in social media cannabis-related policies and enforcement is needed.” 

Cannabis creators can navigate the rules in several ways, including the following:

• Keep posts ambiguous, never directly linking to THC products. Due to the legal gray area of CBD products, companies may link to these products instead. 

• Changing the language used to slang.

• Linking to other social media platforms to post links there instead. 

Eaze, one of our favorite weed delivery companies in the U.S.,  is an example of a company that has utilized these strategies by posting a series on cannabis education.

 Raw, one of the top rolling paper brands, has also swerved violations by challenging content creators to use their papers to roll with (without consumption).

Whether they are teaching lessons on cannabis that inspire people to research the company further or showcasing the products in action, there are ways to get your voice on cannabis heard on TikTok. 

The Future of Cannabis Content on TikTok

While nothing is guaranteed in the world of social media censorship, the future could be brighter for cannabis content creators on TikTok thanks to cannabis’ growing popularity and legalization around the world.

TikTok may consider changing the rules surrounding cannabis content in places where it is both medically and recreationally legal, adding age restrictions like with posts surrounding alcohol.

The pressure from cannabis brands and users could also lead to more relaxed content policies. With more relaxed rules, TikTok could also become an excellent resource for people who want to learn about cannabis further, just like it is a fantastic resource for other educational needs. 

Conclusion

TikTok does not allow “showing, possessing, or using drugs” on the platform. TikTok users who break the community guidelines surrounding cannabis could receive a “shadow ban” or a complete ban, depending on severity.

Cannabis creators can navigate these rules by posting smart and subtle cannabis content instead. As the landscape surrounding cannabis-friendly content on social media platforms like TikTok changes, the restrictions on what TikTokers can post will change with it.