Joe Rogan
Elon Musk likes 420 jokes Well documented on TwitterAnd CEOs love to reply to tweets with comments like “420 haha”. So it makes sense that Musk is fully aware of the opportunities for cannabis advertisers to reach out to Twitter users who like to tweet about marijuana as much as he does. So it’s no surprise. twitter announcement Yesterday, it became the most weed-friendly social platform, announcing that some previously restricted cannabis ads will now appear in users’ Twitter feeds in states that have legalized weed.
“As of today, some US states have taken steps to relax their cannabis advertising policies to increase opportunities for responsible cannabis marketing. This is the biggest step forward for social media platforms,” Twitter said. Alexa Alianiello, head of ad sales and partnerships at , wrote in a blog post.
With this policy change, Twitter joins other ad giants such as Meta, which bans ads for both CBD and THC, and Google, which allows some CBD ads but bans marijuana ads with instructional content. draws the line.
“Going forward, Twitter will allow advertisers to promote cannabis-related content that provides brand preferences and information about CBD, THC, and cannabis-related products and services,” Alianiello wrote.
BeforeTwitter used to only allow U.S. advertisers to post ads for approved CBD topical products. It seems
Twitter’s new policy Allows approved cannabis advertisers to target users in areas of Canada and the United States where cannabis is legal. Approved ads can promote only “informational or brand-oriented content” and cannot glorify cannabis use, appeal to minors, or promote cannabis pricing or distribution. Celebrities and athletes cannot endorse cannabis in their advertising. Advertisers in the United States may display people using cannabis products or people under the influence of cannabis. Making misleading or false claims is also prohibited.
In the United States, marijuana has been legalized in 21 states, but remains an illegal federal industry, and only licensed advertisers can expect pre-approval from Twitter. These advertisers agree to take full responsibility for compliance with the law. Targeting in the US is restricted to her Twitter users over the age of 21.
Twitter did not respond to Ars’ request for comment on the new policy.
It’s unclear how soon Twitter will be able to approve cannabis advertisers, but Cannabis Media Council co-founder Amy Deneson told Politico that Twitter’s acceptance of cannabis advertisers is currently in the pipeline. said it was a “breakthrough” for an industry lacking easy online tools to reach a broad audience. It said it has not set a budget and plans to match its ad purchases by March to expand the reach of new cannabis advertisers, regardless of budget size. [Update: A spokesperson for the Cannabis Media Council told Ars that although it has planned its inaugural campaign, the council is not currently running ads on Twitter and has no plans in the immediate future to run ads. Deneson said in a statement that Twitter made a good business decision with its policy change, which could generate “significant revenue.” The cannabis industry, Deneson said, will benefit from having more advertising channels on Twitter that “will give cannabis and cannabinoid brands another avenue to reach and grow their audiences.” Twitter’s move could possibly persuade other mainstream media and platforms to allow cannabis industry ads.]
Twitter’s policy update could help prevent some weed businesses from failing amid the financial collapse of the cannabis industry. Many businesses are failing due to “competition with illegal sellers, high taxes.”
It’s easy to see how the cannabis industry and Twitter can support each other during tough economic times. Search Engine Journal reported last month that Twitter’s ads were down 40% of his and more than 500 top advertisers had paused their spending. Cannabis advertisers could help close that revenue gap.
However, the move could risk alienating some Twitter advertisers even further. If major brands become concerned about how Twitter validates cannabis advertisers and become hesitant to display their own ads near cannabis ads, Twitter will be the biggest Politico reports that it may suspend spending from advertisers for an even longer period of time.
Twitter also needs to train staff to determine whether cannabis industry ads appeal to minors or make cannabis consumption attractive. can depend on who evaluates the ads, making it difficult for cannabis businesses to design impactful campaigns in line with the rules.
