Twitter recently published new advertising terms, making an allowance for cannabis companies to publish adverts on their network.”As for the impact on the cannabis industry: let’s just say we’ve got high expectations.”
Twitter said it will permit cannabis companies to advertise, as long as they have proper license, pass through its approval process, only target jurisdictions where they are licensed to operate and most importantly, do not target people below 21 years.
“This is a pretty massive win for legal cannabis marketers,” multistate cannabis and medical marijuana company Cresco Labs said. Reuters Article
In the past social media platforms have been a huge thorn in the side of cannabis culture and the industry. This is a huge step in the right direction and atleast the new Twitter owner, Elon Musk, sees the value and potential in the platform.
Twitter is the place where moments matter and where trends are born. It has been at the root of some of the most powerful grassroots movements, many of which have started with a single Tweet.
As the cannabis industry has expanded, so too has the conversation on Twitter. In the US – one of the most influential markets for cannabis – it is larger than the conversation around topics such as pets, cooking, and golf1, as well as food and beverage categories including fast food, coffee, and liquor2.
The cannabis space on Twitter is fun and engaging with users Tweeting about their experiences using cannabis – whether medicinally, for wellness, or recreation – as well as recommending brands, products, and retail locations. The conversation also reflects where the cannabis industry is currently heading: legislative/policy reform, business development, and community impact. Read more on Twitter
Details: The ads that Twitter will accept will be limited, according to a policy update posted to its website.
- CBD and THC companies can run ads promoting their brands and providing informational cannabis-related content, but the ads can’t promote or offer the sale of cannabis, with the exception of topical (non-ingestible) hemp-derived CBD products “containing equal to or less than the 0.3% THC government-set threshold.”
- Twitter will only accept cannabis advertisers that are licensed by the appropriate authorities and that the company has pre-authorized.
- Advertisers can only target geographical areas in the U.S. in which they are licensed to promote cannabis products or services online.
- Advertisers can’t target Twitter users under the age of 21 and they are responsible for complying with all applicable laws and regulations around cannabis marketing.
Be smart: Similar to gambling advertisers, Twitter said that any marijuana advertisers wishing to run ads on its service must get certified.
Viva Dagga. https://t.co/sNt8yUO3aM
— NORML South Africa (@NORMLZA) February 16, 2023