Why CBD Marketers Are Turning to Endorsements to Get Their Message Out

Tactic is proving effective in promoting the non-intoxicating products

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As marketers work to counter the perception that marijuana is only for potheads, there’s a similar battle being fought on the CBD front—even though the product doesn’t get users high.

More formally known as cannabidiol, CBD is usually derived from hemp or marijuana and has only trace amounts of THC (the psychoactive element that gets people stoned). Even when THC is barely present, CBD products are non-intoxicating and are mostly used for health and therapeutic purposes.

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This story first appeared in the October 1, 2018, issue of Adweek magazine. Click here to subscribe.