Twitter has decided to open its platform to cannabis advertising in the U.S. and Canada. An update on the company’s website indicates that, subject to restrictions, Twitter will now allow approved cannabis brands to target adults in legal jurisdictions in the U.S. and Canada, albeit with some restrictions. Until now, only CBD-based cosmetic brands were allowed to advertise on the Twitter platform.
Twitter Now Allows Cannabis Ads
Twitter has decided to open its platform to cannabis advertising in the U.S. and Canada.
An update on the company’s website indicates that, subject to restrictions, Twitter will now allow approved cannabis brands to target adults in legal jurisdictions in the U.S. and Canada.
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Twitter Cannabis Ads Come With Heavy Restrictions
Beyond cannabis products, Twitter will also allow ads for related products and services, such as testing labs or growing tools. Until now, only CBD-based cosmetic brands were allowed to advertise on the platform.
Under the new guidelines, cannabis-related advertisers must be pre-approved by Twitter and have a license issued by the relevant authorities. They can only target jurisdictions in which they are authorized to promote their products or services.
Ads promoting or offering the sale of cannabis remain prohibited, with the exception of hemp-derived CBD topical products containing 0.3 percent THC or less, the U.S. federal limit.
Advertisers on Twitter may not target customers under the age of 21, and landing pages must be age-ranked. Claims of efficacy, health benefits, or advertisements depicting people using cannabis are also not allowed.
Twitter Changes Apply Mainly to US Users
For Canadian brands, little seems to have changed, as Twitter already allowed restricted advertising for cannabis.
Similar to the rules in the U.S., Canadian cannabis advertisers must be licensed by Health Canada and pre-approved by Twitter and can only promote informational or brand preference content.
Advertising content that conveys pricing or distribution information, offers a testimonial or endorsement, or features a person, character, or animal remains prohibited on Twitter.
Despite these restrictions, the policy change made Twitter the first major social network to allow cannabis advertising in the United States.
Other Platforms Are Still Reluctant
Google recently opened up – somewhat – to advertising hemp products and CBD cosmetics in California, Colorado, and Puerto Rico.
Facebook, which acquired Instagram in 2012 for US$1 billion, prohibits “attempts to buy, sell, or trade non-medical drugs, pharmaceutical drugs, and cannabis by individuals, manufacturers, and retailers,” according to the company’s policies. It allows advertisements for some hemp products but not for THC or CBD products.
On Instagram, the policy is similar, with the platform noting that it “does not allow individuals or organizations to use the platform for advertising or selling cannabis, regardless of the seller’s state or country.”
TikTok also severely censors any posts around cannabis and completely bans advertising, even by legal operators.
Reddit allows ads for “topical and non-edible hemp-derived products” in the United States.
(Featured image by greenwish _ via Pexels)
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