Why does Meta’s change of rules still censor cannabis?

Despite recent changes in Meta’s content moderation policies, which seek to promote freedom of speech and reduce censorship, cannabis-related content continues to face significant restrictions on platforms such as Facebook and Instagram. This apparent contradiction raises questions about the reasons behind the persistent censorship of cannabis and the possibilities for change in the near future.

Meta Platforms Inc., the tech giant behind Facebook, Instagram, and other social media platforms like Threads, announced significant changes to its content moderation policies in early January: a transition towards a “community notes” model similar to the one implemented by X (formerly Twitter), where users can tag questionable content instead of relying solely on third-party data verifiers. Critics argue that this will inevitably lead to an increase in disinformation and hate speech, as there will be less oversight over potentially harmful content.

Even Meta CEO Mark Zuckerberg acknowledged that this change would likely result in more “bad things” circulating on his platforms. The company stated that they’re also getting rid of a number of restrictions on issues such as immigration or gender identity, which are the subject of frequent political speeches and debates.

“Up until now, we have been using automated systems to scan for all policy violations, but this has resulted in too much content being censored that shouldn’t have been, and too many people who find themselves wrongly locked up in ‘Facebook jail’”, said Zuckerberg in reference to automated systems that search for policy violations. “We want to fix that and return to that fundamental commitment to free expression. Today, we’re making some changes to stay true to that ideal”.

For many in the cannabis field, this seems like a fair description of how they have been treated so far by this tech company, which has historically eliminated or limited the visibility of accounts related to marijuana.

So why is cannabis still in the Meta jail?

Despite the announced new changes in content moderation, Meta doesn’t appear to be changing its marijuana-related practices and still continues to block search results for terms such as “marijuana” and “cannabis” on its social media platforms – instead, it displays a notice that encourages users to report “the sale of drugs”. The company continues to categorise cannabis content as a “high-severity offence”, which places it alongside issues such as terrorism, fraud, or scams.

Another of the most damaging restrictions that cannabis users and brands face on social media is shadowbanning. Through this mechanism, Facebook or Instagram hide certain accounts or posts from their followers and restrict the ability of the page to be discovered by new followers, all without the user being notified that this has been done.

Current restrictions have made it difficult for cannabis advocates, media, and businesses to share information or promote educational content on cannabis, including medical marijuana. But the company’s statement regarding illegal activities suggests that there has been no change in its stance on cannabis.

The impact of Meta’s policies on these cannabis players is evident in several ways. Cannabis companies haven’t been able to reach potential customers through Meta’s platforms, as searches for marijuana-related terms are blocked and their content is often deleted or restricted. Cannabis advocates and the media have had their accounts suspended or restricted, making it difficult for them to share information and defend legalisation. And cannabis content creators have faced challenges to reach their audience and monetise that content, which further complicates efforts to engage with the public on issues related to this plant.

Cannabis policies on other platforms

Other tech giants have begun adapting to the evolving legal status of cannabis. X now permits some cannabis advertisements under regulated conditions, and Google recently eased its restrictions on CBD ads.

Additionally, platforms like YouTube have relaxed their content rules, allowing creators to monetize educational cannabis videos under certain guidelines. These policy changes reflect an industry gaining wider acceptance, with companies recognizing the economic potential and public interest in cannabis-related topics. This progressive approach highlights a stark contrast to Meta’s cannabis regulations, which remain inflexible.

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Meta has a unique opportunity to change its stance

Marijuana not only benefits millions of people, but also thousands of small businesses which are affected by this policy. And Meta’s approach is highly criticised for not keeping pace with social changes toward the legalisation of cannabis and its widespread acceptance, leaving the cannabis community on the sidelines despite the company’s rhetoric about adopting freedom of expression and curbing censorship.

Meta’s policies reflect an outdated view of cannabis, by grouping it with more dangerous drugs without recognising its legal status in many parts of the world. This basically happens because Meta continues to hold an ultra-conservative stance on cannabis, focusing on compliance with international laws and regulations rather than reflecting the changing legal landscape, even in several jurisdictions within its own country.

That’s why it’s crucial that its harmful cannabis policy is now aligned with its hate content policy. Now more than ever, Meta has the opportunity to reassess its stance and align its policies with the changing legal landscape, providing a platform for cannabis businesses, advocates, and content creators so they can reach a wider audience and engage in meaningful conversations about cannabis legalisation, reform, and education.

Therefore, while change does not seem imminent, the combination of legal, social, and organisational efforts could eventually lead Meta to relax its restrictions on cannabis-related content. However, this will require continued engagement from the cannabis community to demonstrate that censorship is not only unfair but counterproductive in an ever-growing market that should theoretically showcase the fairness of a more diverse and progressive digital environment.