You’re not imagining it: Meta (Facebook and Instagram) has become more aggressive in how it enforces and interprets content related to regulated industries and categories, including tobacco and cigars. Even when posts don’t explicitly violate written rules, Meta may still limit visibility through reduced reach, recommendation restrictions, or suppression in feeds and Explore pages. This is largely driven by automated systems, Meta’s use of AI to help it manage and monitor its user’s content, and evolving enforcement standards rather than individual violations. That said, retailers, manufacturers, and cigar enthusiasts in general can continue posting—just with a more strategic approach.
Here are some best practices we recommend going forward:
1. Shift from “product promotion” to lifestyle and education
Posts that emphasize community, culture, craftsmanship, or education tend to perform better than direct product-focused content. For example:
- Lounge atmosphere, events, or staff spotlights
- Educational posts about cigar storage, pairing concepts, or history
- Behind-the-scenes content that shows personality rather than products
2. Avoid direct sales language
Try to minimize or avoid:
- Pricing, discounts, promotions, or “available now” language
- Calls to action that imply purchasing (“DM to buy,” “in stock,” etc.)
Instead, keep captions informational or experiential in tone.
3. Be cautious with imagery
- Limit shots that strongly resemble ads
- Use more lifestyle photos (lounges, people, events, ambiance). These tend to be safer than product-only images
4. Use neutral, compliant caption language
Helpful guardrails include:
- Avoiding “buy,” “sale,” or “order” phrasing
- Using descriptive or narrative captions rather than promotional ones
- Keeping hashtags modest and non-commercial
5. Expect some inconsistency
Unfortunately, enforcement is not always consistent. Some posts may perform normally while others see limited reach with no warning. This does not necessarily mean your account is at risk—but it does reinforce the importance of staying conservative and adaptable.
6. Diversify communication channels
Because social platforms are increasingly unpredictable for tobacco-related businesses, we continue to strongly encourage retailers to:
- Drive traffic to owned platforms (websites, SMS lists, events)
- Build and use email newsletters
- Strengthen in-store communication
The Premium Cigar Association (PCA) will continue monitoring policy changes and member feedback closely. While these restrictions are frustrating, many retailers are successfully maintaining engagement by focusing on storytelling, community, and education rather than direct product promotion. You can download this quick guide to help you in navigating Meta and other social media platforms.
Disclaimer: This guidance is informational only and does not guarantee compliance, visibility, or protection from enforcement actions by Meta. Policies and enforcement may change without notice and are applied at Meta’s discretion. PCA does not control platform decisions and assumes no liability for outcomes related to the use of this information.