Twitter is relaxing its advertising policy to allow cannabis companies to promote their brands on the service. The changes make Twitter the first major social media platform to support cannabis advertising in the United States.
“Going forward, Twitter is allowing advertisers to promote brand preference and informational cannabis-related content for CBD, THC, and cannabis-related products and services,” the company announced on its blog.
While the changes will allow companies selling cannabis products to advertise their business, there will still be certain restrictions on what can appear in advertisements. As pointed out by Axios, ads cannot directly “promote or offer to sell cannabis” except for certain CBD products. There are also age and geographic restrictions that limit who can be targeted with cannabis-related advertising.
This is the latest tweak to Twitter’s rules to allow content that was previously banned. The policy update also comes at a time when many advertisers have either left the platform or significantly reduced their spending. By opening up to cannabis companies, which until now have had extremely limited opportunities to reach people on social media platforms, Twitter has an opportunity to attract new advertisers.
Twitter speculates that cannabis companies can reach a large audience on the platform, noting that cannabis-related conversations are “larger than the conversation around topics such as pets, cooking, and golf1, as well as food and beverage categories including fast food, coffee, and liquor.”