AGE GATE ADVERTISING
Marketing guidelines and laws are imperative in this industry and continue to change consistently. The key to staying safe is establishing avenues that are able to verify digital traffic.
As we all know, when marketing adult products like Cannabis or CBD you must not market to children. California regulation for example states that 71.6% of your audience must be 21+. In Canada, it’s 100%. This can be difficult with outdoor media or magazines.
Do you have a trusted advertising platform and partner like Traffic Roots to help?
Luckily, Traffic Roots has a solution and continues to keep advertisers safe. We continue to have advertisers approach us with a genuine concern to stay safe with advertising, due to the fact that we have seen brands take dangerous risks and pay dearly.
If you’d like to review current guidelines, we like Leafly for quick, state level guidelines.
THIS IS CRUCIAL, YOU MUST HAVE 21+ AGE GATING!!
When it comes to having a product site you must have an age gate on the site. This means that before a user is allowed to enter your site they must verify their age. This is crucial for every single brand and non-negotiable. I implore you to make sure your product site has age gating, it will keep you out of some serious hot water.
TARGET A 21+ AUDIENCE
Now comes the fun part, which is utilizing age targeting through Traffic Roots’ data platform. This allows you to create an audience of an age group you want to target in order to focus your ads on only that given age demographic. Utilizing this tool gives advertisers more control over the audiences they are looking to reach and provides them data on how certain age groups react to their advertisements.
How important is it for your company to stay safe?
In this industry it can make or break you, but with the right partners you can thrive.