CBD Group

Marketing Cannabidiol (CBD) containing products

*Note: This advice is given by the marketing director of London CBD Group about non-broadcast advertising. It does not constitute legal advice. It does not bind the marketing director nor London CBD Group. This article is purely informational and should be treated as such. We strongly urge you to have any claims about your product checked by a legal advisor, backed by scientific data and appropriate licenses where applicable.

CBD containing products are most often classified as medicines, food (supplements), or cosmetics. All three categories are covered by complex Regulatory regimes.

It remains a marketer’s responsibility to establish which Regulatory regime applies to their individual product in order to establish if and how the product can be marketed.

For further reading to help you establish which regulatory regime applies to your individual products please read following sources:

  1. Factsheet-Cannabis, CBD and other cannabinoids – https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/757786/factsheet-cannabis-cbd-and-cannabinoids-v1-3-2018.pdf
  2. MHRA Guidance Note 8 (‘a guide to what is a medicinal product’) – https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/759581/012__GN8_-_final_2018_combined_doc_Oct.pdf
  3. Guidance Decide if your product is a medicine or a medical device – https://www.gov.uk/guidance/decide-if-your-product-is-a-medicine-or-a-medical-device
  4. Novel Food https://ec.europa.eu/food/safety/novel_food/catalogue_en
  5. DIRECTIVE 2002/46/EC OF THE EUROPEAN PARLIAMENT AND OF THE COUNCIL of 10 June 2002on the approximation of the laws of the Member States relating to food supplements – https://eur-lex.europa.eu/legal-content/EN/TXT/PDF/?uri=CELEX:32002L0046&from=EN
  6. Novel Food Legislation https://www.food.gov.uk/business-guidance/novel-foods


Once you know under which category your products falls under there are several things you can and should do to market your product and generate trust among your consumers.

Display your certificate of origin. – Do you know where all ingredients are coming from? Number of brands control their complete manufacturing process and are able to track their origin all the way to the seed. If you can demonstrate this, it is extremely valuable, creates integrity and builds trusts.

Show your lab results for every batch of products. – What do you test your products for? Residual solvents?  Microbial’s? Moulds? Cannabinoids and terpenes? Pesticides? Heavy Metals, potency? – Ideally your tests should be comprehensive and cover all the above for each batch of your products. Your lab results should be publicly visible on your product pages outlining 3rd party independent laboratory details and detailed lab results showing levels of cannabidiols.

Explain your extraction methods – In terms of how CBD is extracted from the cannabis plant, there a few different techniques that can be used. The most popular used to be by running harsh chemicals like butane (lighter fluid) or hexane over the raw plant material, but people quickly found out that this resulted in trace amounts of carcinogenic compounds (like formaldehyde) being left over in the end product. Not good.

While a number of manufacturers still use this method, many are now switching over to a method called CO2 extraction, which is much cleaner and believed to be much healthier.

Also, cold ethanol extraction is supposedly another good method, but the verdict is still out on how much safer this is than actual butane extraction.

Another recommended method is cold press. Using cold pressed technology, whole plant meaning the seeds, stems and buds are extracted using no heat (Below 95 degrees), no toxic solvents or chemical’s in this processing method.

The exact extraction process determines whether the active CBD compound is removed from the plant as an “isolate,” or as a “full-spectrum” oil.

It is worth outlining and explaining your extraction process on your marketing materials, so the consumer can make a conscious and educated decision on choosing what is right and best for them.

Is your product derived from a CBD Isolate or Full Spectrum CBD? What’s the Difference? The exact extraction process determines whether the active CBD compound is removed from the plant as an “isolate,” or as a “full-spectrum” oil. When CBD is referred to as full spectrum or whole plant CBD, it means that the CBD contains all other cannabinoids found in the cannabis sativa plant including CBN (Cannabinol), CBG (Cannabigerol), and THCV (Tetrahydrocannabivarin), to name a few. And yes, along with these cannabinoids, Full Spectrum CBD also contains trace amounts of THC (Tetrahydrocannabinol), but in very low concentrations (up to .3%), resulting in very minimal psychoactive stimulation.

CBD Isolate, on the other hand, is simply purified CBD that has been extracted from the cannabis sativa plant and isolated from the other cannabinoids.

A CBD isolate is exactly what it sounds like; pure, isolated CBD compound, all by itself. It exists as a white-ish powder and contains no other active compounds – nothing.

It was initially believed that pure CBD was the “gold standard” of non-psychoactive cannabis therapy, but recently people are figuring out that this is hardly the case.

Full-spectrum oil, on the other hand, contains other active plant compounds in addition to the CBD.

Other Ingredients – Are there any synthetic ingredients in your products? If there are, outline which and for what reason. What are their implications and influence on the consumer?

Transparency and integrity are key in communicating CBD products to consumers. Do it right and you will have loyal customers.

For more practical tips on marketing CBD products attend our workshop. More details here.