Twitter Updates Advertising Policies, Allowing Cannabis Ads on the Platform

Twitter is relaxing its advertising policies, allowing cannabis companies to promote their products and services through the platform. Twitter became the first major social media platform to welcome cannabis advertising within the United States.

Cannabis Advertising

Twitter has updated its advertising policies and will be allowing cannabis ads on the platform within the United States. According to a released statement from the company, these ads will only run in states where cannabis is legal, following federal guidelines.

The company believes that cannabis is one of the most influential markets in the United States, as it is larger than the conversation around topics like pets, cooking, and gold, as well as food and beverage categories like fast food, coffee, and liquor.

"Conversation on Twitter reflects where the cannabis industry is currently heading: legislative/policy reform, business development, and community impact," Twitter stated. This decision is a massive win for legal cannabis marketers since other platforms prevent advertising this product.

Reuters reported that pot companies are starting to embrace these changes implemented by Twitter. In fact, Truelive Cannabis Corporation already launched a multistate campaign on the platform last Wednesday.

Curaleaf's Kate Lync stated, 'This change speaks to the growing acceptance of cannabis as a mainstream wellness category, and we are hopeful it will catalyze other social media platforms to follow suit." This company is the biggest cannabis company operating in the US.

Restrictions

While Twitter becomes the first major tech company to welcome this kind of advertising on its platform, Engadget reported that there will still be restrictions on what can appear in advertisements.

Brands can not directly promote or offer the sale of cannabis, with the exception of topical (non-ingestible) hemp-derived CBD products. Age and location-related restrictions will also be present to limit who can be targeted with these types of ads. Advertisers will not be able to target users under 21.

Only those licensed by the appropriate authorities and the company pre-authorized will be the only advertisers to be accepted. This is similar to gambling advertisers, as Twitter reminded that advertisers who wish to run ads on the platform must get certified first.

As per Axios' report, easing restrictions on cannabis advertising is a reflection of Chief Tweet Elon Musk's preference for running the company. He publicly admitted that he uses marijuana, as he was seen smoking it during a podcast interview.

Other platforms have different approaches regarding this matter. Meta allows ads for some hemp products but not THC or CBD products. Reddit allows ads for topical and non-ingestible hemp-derived CBD products in the country.

Meanwhile, Google also updated its policies, allowing FDA-approved pharmaceuticals containing CBD and topical, hemp-derived CBD products with a THC content of 0.3% or less. This will only be limited to California, Colorado, and Puerto Rico.