Adobe Stock
When Hath, a newly launched CBD brand, had an ad approved to run on Facebook and Instagram earlier this month, the video didn’t show any of the company’s products, and purposefully used “neutral language,” according to Kelley Ireland-Kelly, co-founder and CMO of Hath. The copy on the ad: “Discover the next generation of wellness and start feeling better today.”
“You really have to avoid language that would send red flags to the FDA,” said Kelly. “The challenge is that it doesn’t really provide a lot of information for the customer or solve a lot of their questions because our ads that are approved have to stay pretty vague.”
