Restricted Category Ad Creative Best Practices: Cannabis, Alcohol and Gambling

Cannabis Ad Creative Best Practices

First, let’s talk about what the ads cannot depict. Most alternative DSPs don’t allow these things:

• Smoking or consumption
• Health claims
• Copy that contains the words weed, cannabis or marijuana
• Cartoons, images or styles that could be construed as targeting children

Even with these limitations, cannabis digital ads can still portray the brand’s essence and messaging on promotions. Keep in mind that approved cannabis ad tactics include display, video, and geofencing using display or video.

Here are some concepts for display and video:

• Focus on the deal: Many dispensaries have daily and weekly deals that attract buyers. Creative can emphasize a promotion like “Get 10% off your next purchase” with a fun branded background.
• Spotlight customer testimonials: Recommendations mean a lot to shoppers, and the right review could be meaningful. These should focus on friendly service and selection versus any claims about benefits or potency.
• Highlight loyalty programs: Consumers love rewards, and dispensaries can gain customers by detailing the benefits of these programs. It should not include anything about giveaways or free samples.
• Emphasize safety: Smoking and driving is illegal and dangerous. Dispensaries that offer delivery can use this as a theme in a “we’ll bring it to you” message.

Alcohol Ad Creative Best Practices

Alcohol advertisers self-regulate content. Provisions include ensuring the creative is for adults. Avoid anything related to health claims, excessive consumption or alcohol use in unsafe environments. These ads also need necessary disclaimers and warnings. 

Even with restrictions, there are many ways to engage audiences with static and video ads across display, social, OTT/CTV and video.

Ideas include:

• Produce a video of a bartender making their specialty cocktails.
• Make use of national days related to the love of wine, beer and cocktails.
• Promote happy hours by showing drink and food pairings.
• Emphasize what makes a beverage unique and maybe niche, such as vegan options or products sourced locally (e.g., wineries and craft beer producers).
• Create a mood of excitement and friendly fun by capturing the experience versus focusing on the alcohol.

Gambling Ad Creative Best Practices

All types of gambling advertisers, including casinos and sports betting apps, can benefit from targeted digital advertising. The legality of what you can show may depend specifically on the state’s rules, so keep that in mind.

Overall, in gambling ad creative, the content should sell the experience. That’s especially true for casinos; these ads can blend messaging on gaming, events, food and amenities. Ad creative that includes real winners can be energizing and create a feeling that anyone can be lucky. Additional content topics include:

• Special seasonal promotions
• Loyalty program benefits
• Package deals for hotels, food and events

Sports betting ads perform well when they offer a specific promotion. Sports betting also has opportunities to be more demographic-specific. Women are often not a target, but they should be, as they are a growing segment in sports betting and should have representation.