Twitter made a new record by becoming the first social media platform to allow cannabis companies to advertise their products in the US. Twitter announced its updated ad policy on Wednesday, which says cannabis companies can advertise as long as they have a proper license. Companies will have to pass through Twitter’s multi-stage approval process to promote their products, after which they can target only jurisdictions where they are licensed to operate. Cannabis ads can only be targeted to people aged over 21 years.
“As of today, 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. Going forward, Twitter is allowing advertisers to promote brand preference and informational cannabis-related content for CBD, THC, and cannabis-related products and services,” reads the company’s blog post.
Prior to the update, Twitter only allowed advertising for hemp-derived CBD topical products. Meanwhile, other commonly used social media platforms such as Facebook, Instagram, and TikTok continue to follow a “no cannabis advertising policy” as cannabis is illegal in the US at the federal level.
However, reportedly, more states are moving toward allowing the sale of recreational cannabis, with 21 states already on board.
As per the new guidelines, in the US, cannabis ads can’t promote the sale of cannabis or CBD directly, unless the ads are for topical, non-ingestible, hemp-derived CBD products with less than 0.3 percent of THC concentration specified by government regulations.
Several other restrictions are also included in the updated policy that asks brands to not use any character, sportsperson, celebrity, or image/icon that might appeal to minors. No pregnant women or minors can be used in advertising and there must not be any claims of health benefits or any false or misleading claims.