Might be worth a quick read.
Cannbiz Media write
On February 14, 2023, Twitter became the first major social media platform to allow cannabis advertising for both business-to-business (B2B) and business-to-consumer (B2C) brands and companies. In an announcement published on the Twitter website, the company said it had relaxed its cannabis ads policy in certain U.S. states to create more opportunities for responsible cannabis marketing.
As a result of this change, Twitter explained that advertisers can now promote, “brand preference and informational cannabis related content for CBD, THC, and cannabis-related products and services.”
Why Twitter Changed Its Stance on Cannabis Advertising
In its announcement and other public-facing messaging related to the cannabis advertising change, Twitter has cited the growing number of cannabis conversations already happening among users on its platform as the primary catalyst.
“As the cannabis industry has expanded, so too has the conversation on Twitter… The cannabis space on Twitter is fun and engaging with users Tweeting about their experiences using cannabis – whether medicinally, for wellness, or recreation – as well as recommending brands, products, and retail locations. The conversation also reflects where the cannabis industry is currently heading: legislative/policy reform, business development, and community impact.”
Based on these statements, it’s clear that Twitter understands cannabis has evolved in recent years, and old policies no longer make sense. At the same time, the company has been in the news in recent months after a number of large advertisers left the platform and earnings fell. It’s not a big leap to assume at least part of the decision to allow cannabis advertising was money.
Regardless of why the company made the change right now, it’s excellent news for cannabis and ancillary businesses whose target audiences are active on Twitter. However, there are rules in place that still make it challenging for a cannabis brand to advertise on Twitter.
New Rules and Guidelines for Twitter Cannabis Advertising
Twitter updated its ad content policy related to drugs and drug paraphernalia to include specific language for cannabis advertising in the United States. Specifically, Twitter’s new policy says “We permit approved cannabis (including CBD – cannabinoids) advertisers to target the United States.”
However, there is a list of restrictions that advertisers must meet and comply with. For example, advertisers have to be licensed by the appropriate authorities (something that can be verified at the state level using the Cannabiz Media License Database). Cannabis advertisers also have to be pre-authorized by Twitter. This includes both B2B and B2C advertisers.
In addition, advertisers are only allowed to target jurisdictions where they’re licensed, and they may not target customers under the age of 21. Each advertiser is responsible for complying with all laws, rules, regulations, and advertising guidelines, which means the onus is on the advertiser to understand all applicable laws when they place an ad through Twitter.
Things get even more complicated when you consider the various content-related restrictions. Cannabis advertisers may not promote or offer the sale of cannabis (including CBD) in their ads. The only exception is ads for topical hemp-derived CBD products that contain 0.3% or less THC. Ads may not make claims of efficacy or health benefits of cannabis, show or depict a cannabis product in use, depict people using or under the influence, or use false or misleading claims.
Furthermore, cannabis ads may not appeal to minors. This includes not just the ad creative but also landing pages, which must be age-gated. Sales must be age verified, and ads are not allowed to encourage transport across state lines. Finally, ads may not use minors or pregnant women as models, nor may they use characters, sports-persons, celebrities, or images/ico….
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