Twitter Changes Course on Cannabis Advertising

Cannabis brands can breathe a sigh of relief as a major digital ad network finally opens the doors for THC and CBD advertising on its platform.

This week, Twitter has quietly announced that it will allow cannabis advertisers (covering both THC and CBD) to market to users within the United States, provided they follow a number of rules and restrictions.

The platform’s change of course presents a major opportunity for cannabis companies, who up until this point, have been blocked from advertising on other major digital ad providers, including Facebook, Instagram, TikTok, Google, YouTube, and others.

This has forced these cannabis companies to work through influencers and niche display networks, with limited inventory to reach their potential customers.

Twitter Advertising Challenges and Restrictions

Advertisers hoping to take advantage of Twitter’s policy shift will still face a number of challenges as they work through the site’s long list of restrictions related to both targeting and creative.

These include not showing any depictions of cannabis use, not using any claims of health benefits, and avoiding use of any images or icons that may appeal to minors.

Advertisers must also gain approval from Twitter before advertising, and are restricted from actually promoting the sale of products.

So while the future looks far more hopeful for Twitter digital advertisers than it did a week ago, don’t expect it to look like downtown Denver at 4:20 p.m. on 4/20 quite yet.

What’s Next for Twitter, Meta, TikTok, and Google

Whereas Twitter is relaxing its rules, competitors like Meta and TikTok seem to be just as strict as ever as it relates to their cannabis policies, regularly shutting down pages and accounts that it believes to be breaking its rules.

Here’s a look at Facebook’s current THC and CBD ad policy as of February 17, 2023:

But with medically regulated cannabis in 37 states, plus D.C., Guam, Puerto Rico, and the U.S. Virgin Islands, and another 21 states allowing for recreational use, it was far past time for one of these networks to finally ease their tight restrictions.

And with a long history of digital and social networks playing “follow the leader,” there’s no doubt that Meta, Google, and TikTok may soon follow Elon’s smoke trail. If you're looking to make a lasting impression with social media marketing, don't hesitate to get in touch with our expert team today.