Maya Robertson
Elon Musk’s Twitter has become the first social media company to let cannabis companies advertise their products and services on its platform in the United States.
‘’As of today, in certain US states we have taken measures to relax our Cannabis Ads policy to create more opportunities for responsible cannabis marketing – the largest step forward by any social media platform,’’ the company said in a blog post on Wednesday.
While Twitter only allowed ads for hemp-derived CBD topical products before, with the new change, cannabis companies will now be able to ‘’promote brand preference and informational cannabis-related content for CBD, THC, and cannabis-related products and services,’’ Twitter said.
According to the company’s Cannabis Ads policy, advertisers will be required to be licensed by the appropriate authorities, and pre-authorized by Twitter. They won’t be able to target users under 21 and run their ads in areas where they’re not licensed to promote their services or products online. They will be responsible for compliance with all rules, regulations, laws and ad guidelines.
Other requirements include not promoting or offering the sale of cannabis or CBD unless the ads display topical, non-ingestible, hemp-derived CBD products with less than 0.3% THC.
Following the announcement, Kate Lynch, cannabis company Curaleaf’s EVP of Marketing, said: “This change speaks to the growing acceptance of cannabis as a mainstream wellness category, and we are hopeful it will serve as a catalyst for other social media platforms to follow suit.“
The news comes at a time when Twitter is rolling out changes to its ad business and offering ad incentives in an effort to boost its ad revenue and lure back advertisers that left the platform after Musk’s takeover.
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Earlier last month, the company announced that it’d soon allow more political advertisements to appear on its platform.
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