Twitter has announced that it would allow cannabis businesses to advertise so long as they had the appropriate licenses, had gone through its approval process, only targeted the regions where they had operating licenses, and most crucially, did not target anyone under the age of 21.
The business previously permitted topical CBD adverts that were directed at some US users.
As a result of the policy change, Twitter will now permit more cannabis advertisements than other platforms like Facebook, Instagram, and TikTok, where big advertising agencies had previously advised clients against purchasing ads in the wake of Elon Musk‘s takeover.
Advertisers can promote hemp goods on platforms owned by Meta with limitations on geographic targeting and content, but THC and CBD products are not permitted.
TikTok has equally stringent policies about narcotics, refusing even to post PSAs from New York after the state legalized cannabis for adults.
“Going forward, Twitter is allowing advertisers to promote brand preference and informational cannabis-related content for CBD, THC, and cannabis-related products and services,” the company announced.
Cannabis companies will have to follow some guidelines
Advertisers for cannabis products on Twitter will still need to go by certain rules in order to market their goods. Twitter must first approve advertisers before they may target users in jurisdictions where they are permitted to advertise cannabis-related goods and services.
With a few exceptions for some topical CBD products, advertisements are also not allowed to advertise or offer the sale of cannabis.
Advertisers won’t be permitted to pitch to or target consumers under the age of 21. Additionally, Twitter states that advertisements cannot show cannabis usage or make efficacy or health claims.
Twitter claims that internal data revealed that tweets about cannabis outnumbered those on pets, cooking, and the coffee and alcohol industries. This shows that Twitter obviously recognizes the potential revenue from cannabis advertisements on the network.