UNITED STATES: Twitter has given the green light for cannabis businesses to run ads on its platform in some US states, saying it will allow "responsible" marijuana marketing as long as sellers follow a number of rules .
In a blog post published Wednesday, the company announced the policy change and promised to make it easier for "more brands to join the cannabis conversation" on Twitter.
According to Twitter's US Sales and Partnerships Head, Alexa Alianiello, "To date, we have taken measures to relax our cannabis advertising policy to create more opportunities for responsible cannabis marketing – the largest step by any social media platform."
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The promotion of brand preference and educational cannabis-related content for CBD, THC, and cannabis-related goods and services is now allowed by Twitter for advertisers.
However, marijuana-related businesses must meet several requirements before they can run ads on Twitter. First and foremost, in order to sell cannabis products, advertisers must be "pre-authorized by Twitter" as well as "licensed by the appropriate authorities" in their area.
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Once approved, businesses will be mandated to limit their advertising to states where marijuana is legal and will not be allowed to promote the use of products directly related to marijuana (with the exception of some topical CBD products). with negligible amounts of THC, the main psychoactive compound in cannabis).
Additionally, advertisers are not allowed to "appeal to minors" in any way and are not allowed to target customers under the age of 21.
Twitter is the first tech giant to allow the advertising of medical or recreational cannabis, which has been legalized in 21 US states and decriminalized in another 10, while other social media platforms allow ads for specific cannabis and CBD products .
However, the substance is still illegal at the federal level as it is listed by the government as a Schedule I drug, the most serious classification under the Controlled Substances Act of 1971.
