Twitter Relaxes Cannabis Ad Policy in US

Twitter is turning over a new leaf as the first social network to allow cannabis companies to market brands and products in the US.

The company previously only allowed ads for hemp-derived CBD (Cannabidiol) topical products, while rival platforms Facebook, Instagram, and TikTok hold fast to a “no cannabis advertising policy” since marijuana is illegal at the federal level.

A nationwide push toward allowing the sale of recreational cannabis has been ongoing. As of January 2023, 31 states and the District of Columbia have decriminalized low-level marijuana possession offenses, and recreational weed is legal in 21 states, D.C., and Guam.

“As the cannabis industry has expanded, so too has the conversation on Twitter,” the company says(Opens in a new window). “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.”

Moving forward, Twitter will allow(Opens in a new window) advertisers to promote brand preference and informational cannabis-related content for CBD, THC (Tetrahydrocannabinol), and cannabis-related products and services. Some restrictions do apply: Advertisers must be licensed and pre-authorized, and may only target customers over the age of 21 in certain jurisdictions.

Pot companies have been quick to embrace this week’s changes: As Reuters reports(Opens in a new window), Trulieve Cannabis Corp. launched a multistate Twitter campaign on Wednesday. “This change speaks to the growing acceptance of cannabis as a mainstream wellness category,” Kate Lynch of Curaleaf, the biggest cannabis company operating in the US, told Reuters. “And we are hopeful it will serve as a catalyst for other social media platforms to follow suit.”

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