SAN FRANCISCO – Arguably, mankind has always “liked” weed and has definitely “shared” weed, but soon advertisers across the country will see weed and their associated weed products and services get “emojied.”
Twitter recently changed its advertising rules to let marijuana businesses use the site in the United States, where marijuana is legal in nearly half of all states but illegal at the federal level. Twitter is becoming the first social media network to permit marijuana advertising. Still, the situation comes with a caveat: Businesses cannot run advertisements that urge the purchase of marijuana, except for topical CBD products derived from hemp containing 0.3% THC or less.
It has been reported that advertisers can promote their businesses and offer educational content, albeit Twitter did not expressly state this. Beyond that, all advertisers are subject to licensing requirements from the relevant authorities, must be approved by Twitter, and are only permitted to advertise in certain locations. Twitter cannabis ads made it clear that advertisers are responsible for adhering to all laws, rules, regulations, and advertising best practices.
Whether other social media businesses will follow Twitter’s lead is uncertain, but there has been some change in this area. Last February, Google modified its standards to permit ads for topical, hemp-derived CBD products with THC contents of 0.3% or less and medications containing CBD that have received FDA approval. However, those advertisements are only permitted in California, Colorado, and Puerto Rico, and some types of advertising, such as YouTube Masthead ads, are outlawed.
According to sources in this sector, this adjustment is not indicative of larger trends but rather a choice Twitter took since it is having trouble retaining advertisers under Elon Musk’s leadership. After his takeover, big companies have actively advised clients not to buy advertisements, and the company has reportedly lost more than half of its main advertisers.
In recent months, the Twitter advertising agency has made a lot of effort to attract marijuana advertising. In contrast to the $5,000 to $10,000 typical advertising platforms demand, the platform does not impose any minimum ad buys for cannabis companies. If the move is effective, it is difficult to imagine that other platforms won’t follow in Twitter’s footsteps, even if it only attempts to entice new advertisers when the Twitter advertising agency is having financial difficulties.
“There is always a fear of missing out,” said Rosie Mattio, the founder and CEO of the cannabis public relations and marketing firm Mattio Communications in New York. “They all follow one another. Real advertising money is being invested. Social network advertising overall is dropping.”
What this means for marijuana ads in Twitterland is unknown. Doing what you know works and taking measured risks on new channels are both aspects of smart marketing. Whatever the case, education is the most important factor in the end. Everyone will benefit from spreading awareness of high-quality, secure cannabis products.
Here’s more information on the topic:
Marijuana Companies Wade Into Twitter Advertising with Mixed Success
https://mjbizdaily.com/cannabis-companies-have-mixed-success-advertising-on-twitter/
Twitter Becomes First Social Media Platform to Allow Cannabis Ads in Us
https://www.cnbctv18.com/technology/twitter-becomes-first-social-media-platform-to-allow-cannabis-ads-in-us-15951841.htm
Twitter Now Allows Cannabis Advertising, and Brands Are Ready to Spend to Test and Learn on the Platform
https://digiday.com/marketing/twitter-now-allows-cannabis-advertising-and-brands-are-ready-to-spend-to-test-and-learn-on-the-platform/
