Cannabis Marketers Gain Potent New Platform As Twitter Eases Advertising Rules
February 21, 2023Twitter has amended its advertising policy to allow the promotion of cannabis products. Up to now, the social media company has limited industry advertising to CBD topicals, but it will now open it up to more CBD categories, THC products, and cannabis-related products and services like delivery companies and events.
The new rules still disallow directly soliciting sales and limit partners to promoting brand preference. Participating companies will need to secure approval before gaining access to Twitter’s suite of advertising services like promoted tweets.
Florida-based multi-state player Trulieve hailed the move and promptly debuted a new campaign on the social media platform. “Having a global social media platform recognize our industry is another step forward in the normalization of cannabis in the U.S,” said company CMO Gina Collins. “We proudly launched a multi-state advertising campaign to become the first company in the cannabis industry on Twitter. As state-by-state cannabis regulations inform how operators can participate in the advertising space, we expect to follow in other legally approved states.”—Danny Sullivan
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