Twitter Allows More Cannabis Ads

Liz Filmer
29 Apr 2023

Twitter is loosening its limits on cannabis industry advertising further by letting vetted, state-legal businesses show packaged cannabis products in their advertising campaigns while also permitting ads in new legal U.S. markets.

Certified cannabis advertisers can continue linking to their owned and operated web pages and e-commerce ventures for THC, CBD and cannabis-related products and services as long as it is responsibly done.

Changes have also been implemented for medical licensees, with other recreational markets being opened, although some restrictions still apply. However, Twitter's publicly posted drugs advertising policy does not specify which new medical and recreational markets are now open to cannabis advertising.

However, it would appear that Twitter is now allowing medical cannabis ads that are targeting users in states including Florida, Minnesota, Mississippi, Missouri, Pennsylvania, Rhode Island and West Virginia.

Twitter's decision to permit shots of packaged cannabis products brings "a better prospect for these brands to be seen by potential customers and offers education about the actual product, instead of a straightforward brand-awareness drive.

Cannabis industry marketing leaders have welcomed the move.

"Originally, however, cannabis companies conveyed mixed results as they began testing with marketing on Twitter. "We have seen companies of all sizes try to advertise on Twitter. Some, not all, have been approved, and others have had early and mixed results," she continued. With any advertising initiative, success depends on the match of the brand and the campaign to the platform – it's not a one-size-fits-all approach." - Lisa Buffo, CEO of the Cannabis Marketing Association.

Twitter has amassed meaningful feedback from the cannabis industry, which has been taken into consideration to develop even more opportunity," commented a Twitter representative when announcing the ad-policy updates.

It would seem that Twitter is using feedback from the industry and beginning to better understand the nuances of local laws and regulations.

This move should show the wider advertising industry that a national strategy for cannabis marketing is possible. Twitter also currently allows cannabis advertisements to target potential consumers in both Canada and Thailand, subject to guidelines and policies.

Other online social media platforms, including Facebook, Instagram and Google parent company Alphabet, typically don't allow cannabis marketing. However, Google does make exceptions for some hemp and CBD ads.



Liz Filmer