Twitter has broken the mold of social media companies that don’t allow cannabis businesses to advertise on their platform.
In a groundbreaking decision, the company will allow cannabis ads on its platform as long as they are honest and legal.
The policy change is one of many that have come to Twitter since Elon Musk purchased the platform in 2022.
Generally, Twitter’s advertising policies prohibit drug and paraphernalia promotion on its global platform.
But the cannabis conversation on Twitter has expanded with the legal industry, and the company is modifying policies to match.
The company says the cannabis conversation is more popular than topics like cooking, food, pets, liquor, coffee, and golf.
Such conversations can easily translate into revenue for the company.
Twitter CPG Alexa Alianiello says Twitter’s cannabis space is a fun platform where users can share their experiences.
“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,” says Alianiello. “The conversation also reflects where the cannabis industry is currently heading: legislative/policy reform, business development, and community impact.”
Alianello says Twitter relaxed its cannabis ad policy to create more opportunities for responsible cannabis marketing.
The move is something that Alianello says is the biggest step of its kind that any social media platform has taken.
Moving forward, Twitter will allow advertisers to promote brand preference and informational cannabis content, including THC and CBD information.
According to Twitter’s official policy, the new cannabis advertising rules only apply to businesses in Canada and the United States.
For now, the company will not permit cannabis promotion from businesses or entities in other countries.
Advertisers in Canada and the United States must have proper licenses and obtain pre-authorization from Twitter.
Eligible companies cannot appeal to minors and must have age-gated landing pages and age-verification for sales on their sites.
Advertisers can only advertise in jurisdictions they hold licenses to promote their products and services online.
Twitter says advertiser are responsible for understanding and following the advertising requirements and complying with applicable laws and regulations.
We live in a time when global cannabis policies change daily, something Twitter management appears to understand now.
The social media platform is leading the pack by relaxing its cannabis policies.
Time will tell if others follow suit.