TikTok's double standards on marijuana and alcohol

The cannabis industry shouldn't be a fan of TikTok given its double standards regarding alcohol.

While it appears that the government is a fan of China and its most famous tech company, this is not the case with the cannabis industry. Alcohol use disorders are a public health problem in China, particularly among men. Culturally, they are known for heavy drinking, heavy smoking, and occasional illicit opium use. But the government is very anti-marijuana, which leads to TikTok's double standards regarding marijuana and alcohol. Although a significant number of medical institutions recognize its medicinal benefits, China and TikTok still hate the green plant.

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TikTok has different policies in place for cannabis and alcohol-related content. TikTok strictly prohibits any content depicting or promoting cannabis. This includes not only direct advertising of cannabis products, but also any visual or verbal references to the consumption, sale or trade of cannabis. The platform's community guidelines specifically state that users should not post or share content that glorifies or promotes the use of drugs, including cannabis, regardless of their legal status in different regions.

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While cannabis brands can create educational content about cannabis culture and personal experiences, they must avoid showing actual product usage or making promotional claims. For example:

• Acceptable content:
  • Educational videos about cannabis culture
  • Discussions about the benefits of cannabis
  • Personal stories about cannabis experiences
• Prohibited content:
  • Videos showing cannabis use
  • Product advertising or sales pitches
  • Instructions for making cannabis-infused products

This strict enforcement means that many users find their content removed if it even indirectly suggests cannabis use, such as showing smoke without clear context.

But in contrast to its stance on cannabis, TikTok has updated its policies to allow advertising of alcoholic beverages under certain conditions. Starting in August 2024, TikTok will allow alcohol advertising, but will require that it be targeted to users 25 or older. Alcohol advertising rules state that people under the legal drinking age cannot be depicted and that advertising cannot depict excessive drinking or irresponsible behavior.

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Success is possible, even if the China-based TikTok company hates grass. Its algorithm works quickly and reduces cannabis content within minutes.