SAFE-REACH COMPREHENSIVE CREATIVE GUIDELINES

Please see the abbreviated version hosted at Safe-Reach.com/resources

Safe-Reach is redefining the way cannabis companies engage real people online. Our network of non-endemic sites utilizes a “People Based Marketing” approach to build and reach segmented audiences of known adults in markets that support legal cannabis or CBD sales.

The information included below are our company guidelines for creative assets that run on our partner sites. Safe-Reach reserves the right to refuse any creative at any time.

Campaign Creative Guidelines

Before submitting your creatives to run on the Safe-Reach programmatic network please review the guidelines below. Creative revisions will impact launch times for any campaign.

These policies are not considered a final list of creative guidelines, they can be updated at any time by the Safe-Reach team without notice. Safe-Reach reserves the right to remove any creative from the network.

Campaign Laws

SAFE-REACH operates in the Cannabis and CBD space at this time. All campaigns and campaign creatives must be focused in this vertical. Safe-Reach deals with plant and product touching companies along with ancillary businesses involved in the legal cannabis industry.

Safe-Reach operates in a managed services capacity with the Safe-Reach team operating as the creative approval process. The below high-level guidelines should be maintained when building out campaign creative.

No creative shall..

  1. Contain any statement that is false or misleading
  2. Advertise in a manner that could reasonably appeal to young persons including the use of cartoons or characters
  3. Communicate information about product price
  4. Communicate a testimonial or endorsement
  5. Depict a person or character consuming product
  6. Broadcast any medical/health benefits
  7. Incentivize engagement in exchange for free product
  8. Any creative for an infused product must include “For Adult Use Only” within creative

ADDITIONAL GUIDELINES FOR MEDICAL CANNABIS

  1. No creative can use a doctor promoting a particular dispensary
  2. Disparage a competitor’s product
  3. Claim a particular product is endorsed by the state it is running in

Required Copy for Creative Assets for Cannabis

The following copy needs to be included on creatives for campaigns run in the markets listed below. There are no written laws on the size of the copy relative to the creative.

Recreational Cannabis States:

ALASKA: Marijuana has intoxicating effects and may be habit forming and addictive. Marijuana impairs concentration, coordination, and judgment. Do not operate a vehicle or machinery under its influence. There are health risks associated with consumption of marijuana. For use only by adults twenty-one and older. Keep out of the reach of children. State license number listed on creative. 

NEVADA: Keep out of reach of children. For use only by adults 21 years of age and older.

OREGON: Do not operate a vehicle or machinery under the influence of this drug. For use only by adults twenty-one years of age and older. Keep out of the reach of children.

WASHINGTON:  This product has intoxicating effects and may be habit-forming. Marijuana can impair concentration, coordination, and judgment. Do not operate a vehicle or machinery under the influence of this drug. There may be health risks associated with consumption of this product. For use only by adults twenty-one and older. Keep out of the reach of children.

CALIFORNIA: State license number must be listed on creative

MEDICAL Cannabis States:

ARKANSAS: Marijuana is for use by qualified patients only.  Keep out of reach of children. Marijuana use during pregnancy or breastfeeding poses potential harms. Marijuana is not approved by the FDA to treat, cure, or prevent any disease. Do not operate a vehicle or machinery under the influence of marijuana

OHIO: Campaigns can only promote the dispensary and cannot promote specific products. Additionally, campaigns may only use state-approved graphics and branding for dispensary campaigns.

MARYLAND: A statement that the product is for use only by a qualifying patient; a warning that there may be health risks associated with consumption of the medical cannabis or medical cannabis product;
Additional Information:

Florida: Requires state approval for any advertisement. Safe-Reach will operate only when approval is provided and confirmed by the submitting advertiser or agency.

Creative Guidelines Additional Language  

Contests, Sweepstakes, and Giveaways
Ads cannot promote contests, sweepstakes, or giveaways. Additionally, the promotion of Quasi-free products or services requiring any type of payment, administration costs, shipping or carrying charges, or any other fees (hence not truly free items) is prohibited. Note: Contests generally require some skill to win a prize (e.g., the winner of a logo contest would presumably be a person with the most creative submission). A giveaway is essentially another word for sweepstakes. In contrast to a contest, no skill is required and a winner or winners are selected at random.

Discriminatory Creative
Ad campaigns cannot discriminate or encourage discrimination against people based on personal attributes such as race, ethnicity, color, national origin, religion, age, sex, sexual orientation, gender identity, age, family status, disability, or genetic condition.

Negatively Disruptive Creative
Videos and other similar ad types cannot employ overly disruptive tactics, such as flashing screens or excessive volume.

Health Claims
No unfounded claims about a product’s’ ability to limit, treat or cure cancer and other diseases.

Safe-Reach is not a legal group, our guidelines are written to align with all state laws on creative messaging. We are not lawyers and use our own judgment and past experience to determine if a creative is aligned with our network guidelines. For additional clarity, we encourage all advertisers to engage an attorney who can speak to compliance with the laws directly.

Health Claim Buzz Words:

Words such as “restore,” “support,” “maintain,” “raise,” “lower,” “regulate,” or “stimulate” might create an implied disease claim if, in the context they are used, they imply an effect on disease.

Similarly, words like “prevent,” “mitigate,” “diagnose,” “cure,” or “treat” would be disease claims if the context of their use implied an effect on a disease.

Misleading or False Content
Ads cannot contain deceptive, false, or misleading content, including deceptive claims, offers, or business practices.

Non-Functional Landing Pages
Ads cannot direct people to non-functional landing pages, including landing page content that interferes with a person’s ability to navigate away from the page. Campaigns leading to broken or non-live landing pages will be shut off at the sole discretion of Safe-Reach Media.
Profanity & Offensive Tone
Ads cannot contain profanity or language with an offensive tone. Anything Safe-Reach media deems as offensive tone will be removed or not prohibited on the network.

Spyware & Malware
Ads cannot contain spyware, malware, or any software that results in an unexpected or deceptive experience. Landing pages that contain spyware or malware will also cause your campaign to be removed from the Safe-Reach network.

Third-Party Infringement
Ads cannot contain anything that infringes upon or violates the rights of any third party, i.e., copyright, trademark, privacy, publicity, or other personal or proprietary rights.

Additional Cannabis Specific Content Guidelines

Restricted content on SAFE-REACH must comply with all of the rules listed in these Advertising Policies, as well as the policies below:

Campaigns Including Special Offers, Deals, and Coupon Codes

Creatives and landing pages must clearly identify the terms and conditions to qualify for any and all special offers, discounts, or deals being advertised.

Creatives and landing pages must clearly identify the end-date for any and all special offers, deals, or coupon codes being advertised.

Campaigns Specific to Licensed Dispensaries, Delivery Services, and Infused Product Manufacturers/Processors

Creatives associated with or directed at youth culture are strictly prohibited.

Creatives utilizing edible food items must include the notice “Intended for adult use only.”

Creatives must be geo-targeted to areas where the business can legally operate within

Creatives must adhere to any and all applicable advertising guidelines, rules and laws as set forth by local and/or state government bodies in the business’ jurisdiction. For example, a licensed cannabis company operating in California must provide its state I.D. number, in a legible manner, in all creatives.

Creatives cannot reference lab testing results/data.

Creatives cannot use text containing any discount/promotional codes (e.g., “Save 10% with this code” is prohibited), free gifts for completing a task (e.g., “Sign up and receive a free t-shirt” is prohibited), potency, quality, or health claims.

Creatives submitted by unlicensed cannabis companies will not be permitted to run

Campaigns Specific to Hemp & CBD Products

Creatives associated with or directed at youth culture are strictly prohibited.

Creatives cannot contain anything that suggests or promises to diagnose, heal, cure, prevent, treat, or reverse any disease, condition, or illness.

Creatives cannot include terminology or text that recommends its use, consumption, and/or product efficacy, (e.g., an ad with the message “it works great!” will be declined).

Creatives cannot include statements about safety.

Creatives cannot include statements that claim or boast about the legality of hemp or CBD.

Creatives cannot include references to literature, studies or news articles around hemp or CBD.

Creatives cannot reference a product’s strength or potency.

Creatives should only include a competitive claim when reliable, credible evidence supporting that claim can be validated easily on the client landing page

Creatives cannot include flavor statements that could be perceived as to appealing to young persons.

No unsubstantiated therapeutic claims. The following are examples of the claims made by these companies that caught the eye of the FDA:

Campaigns Specific to Vaporizers or Glass Pipe Companies

Creatives associated with or directed at youth culture are strictly prohibited.

Creatives cannot include structure/function claims. (e.g., “better than smoking”).

Creatives cannot include statements about safety.

Creatives cannot include statements about side effects or lack thereof.

Creatives cannot include references to literature, studies, headlines and such, even if the material cited is the related subject matter.

Creatives cannot contain any type of representations that the product presents or lowers risk of tobacco-related disease or is less harmful than other commercially marketed tobacco products.

Creatives should only include a competitive claim when reliable, credible evidence supporting that claim can easily be found on the landing page.

Additional Safe-Reach Media Information

These Policies apply to all ads and commercial content served by or purchased through SAFE-REACH.

Advertisers are responsible for understanding and complying with all applicable laws and regulations. Failure to comply may result in a variety of consequences, including the cancellation of ads you have placed and termination of your account.

SAFE-REACH reserves the right to reject, approve or remove any ad for any reason, in our sole discretion, including ads that negatively affect our relationship with our users or that promote content, services, or activities contrary to our competitive position, interests, or advertising philosophy.

For policies that require prior written permission, SAFE-REACH reserves the right to either grant or reject these permissions.

These Policies are subject to change at any time without notice.

For additional information please reach out to Adam@safe-reach.com