Google, Meta, and Broadcast TV Could Open To Cannabis Advertising Under Schedule III

The Trump administration’s decision to move state‑legal medical cannabis to Schedule III of the Controlled Substances Act has opened a new round of uncertainty for the industry. One of the biggest questions is how the shift might affect cannabis advertising, a space that has long been shaped by federal prohibition, inconsistent state rules, and platform‑level restrictions.

To explore what may change, I spoke with Amy Deneson, co‑founder of the Pheno advertising agency and executive director and co-founder of the Cannabis Media Council. The Council is a trade organization focused on “deprogramming the war on plants” by producing pro‑cannabis public service campaigns, publishing annual guidelines for responsible advertising, and helping media companies understand how to work with the category.

Potential Expansion of Channels and Claims

Deneson said the move to Schedule III could open new opportunities for cannabis marketers, both in terms of what brands can say and where they can say it. She emphasized that the most significant shift may come from the ability to finally generate and cite clinical research.

“One of the biggest impacts of this rescheduling is that we will be able to actually research and talk with authority and with substantiated, clinical, and peer-reviewed level validation about our products,” she said in an online interview with IgniteIt.

She also expects the change to reduce hesitation among media companies that have avoided cannabis advertising because of its Schedule I status. 

“We do hope that the channels are opened up because of the shift from Schedule I to Schedule III,” she said. 

That could include broadcast placements, medical trade journals, and other inventory that has historically been off limits.

Navigating a New Regulatory Landscape

If cannabis advertising eventually falls under a prescription‑drug framework, agencies will face a new layer of federal rules on top of existing state restrictions. Deneson said the industry is already accustomed to complexity.

“We are pros at this point,” she said. 

Her advice to operators is to work with marketers who understand both cannabis and regulated‑substance advertising. She expects a learning curve as brands adapt to new standards for packaging, labeling, point‑of‑sale communication, and substantiating claims. 

“We are going to get to know a new process and a new way to go to market,” she said.

She also noted that major digital platforms are likely watching closely. 

“I imagine that the two top advertisers in terms of digital media, Google and Meta, are watching this category and are looking for ways to open their ad inventory,” she said.

Shifting Consumer Perceptions

Deneson believes the rescheduling decision could also influence how patients and the public view medical cannabis. She called the move “incredibly validating” for people who rely on cannabis for qualifying conditions or therapeutic relief. She hopes Schedule III status will reduce stigma and normalize conversations between patients and clinicians.

“Why can’t we say we are taking medical cannabis because it helps me in this way?” she said. 

She expects the shift to support more open communication and more confidence in the category.

Resources for Marketers

The Cannabis Media Council publishes its Full Spectrum Guidelines for Responsible Cannabis Advertising each year. The document is free and includes best practices, case studies, and early analysis of how Schedule III could reshape the landscape. 

Deneson also noted that the Council is circulating a survey to gather input from cannabis and cannabinoid marketers about their experiences and challenges. 

“We recognize how unfair and how difficult it has been,” she said, adding that the survey is intended to help build a collective advocacy effort for more consistent and fair access to advertising channels.

Taken together, the guidelines and the survey reflect the same theme that ran through the entire conversation. The industry is preparing for change, but also for uncertainty. Rescheduling may open new channels, new research pathways, and new credibility with patients and media partners, but it will also introduce new rules and expectations that cannabis businesses have never had to navigate. 

For Deneson, the path forward is about readiness, collaboration, and a willingness to adapt as federal agencies begin to define the boundaries of a Schedule III marketplace. As the policy shift unfolds, the Council’s resources give marketers a place to compare notes, share challenges, and help shape what responsible cannabis advertising looks like in the next era of legalization.

IgniteIt readers can download the Full Spectrum Guidelines for Responsible Cannabis Advertising for free here.