Twitter allows THC, CBD and related ads in the US

In a seismic departure from the way nearly all major social media platforms handle cannabis ad content, Twitter announced that it will be the first to allow US-based cannabis-related ads

Twitter announced that it will allow advertisers to promote cannabis-related branded and informational content in the following categories: CBD and related cannabinoid products; THC and related products; and cannabis-related products and services such as delivery services, labs, cultivation technology, search engines and events.

The Cannabis Advertising Policy move changes everything for companies with money to advertise. Toronto, Ontario-based AdCann in Canada was the first company to break the news.

“Previously, only CBD-themed brands were allowed to advertise on the Twitter platform,” AdCann wrote on its website. “In the future, the social network will enable the promotion of regulated cannabis products, accessories, services and more containing THC and CBD.”

AdCann continued, “American cannabis companies, brands and suppliers must go through a Twitter advertiser approval process to ensure they are legitimate and informed on the platform. Once approved, industry marketers will have access to Twitter’s full suite of advertising products, including Promoted Tweets, Promoted Product Opportunities, Location-Specific Acquisitions, In-Stream Video Sponsorship, and Partner Publishing capabilities.”

AdCann reiterated that cannabis has been legal in Canada at the federal level since 2018, so Twitter is already allowing cannabis advertising in the country.

Cannabis companies are reacting to the change in policy

Leading cannabis company PAX, makers of industry-standard devices like the PAX Pro and PAX Era, is among the first brands to promote cannabis-related content on Twitter.

“This is a big moment as a major advertising platform makes the decision to treat cannabis like any other consumer product category,” said Luke Droulez, VP of marketing at PAX, in a statement obtained by The High Times. “We are excited to be among Twitter’s first cannabis advertising partners and to be able to engage customers more directly. After decades of prohibition propaganda, there is an opportunity to destigmatize and normalize the plant and its uses.”

Twitter posted the updated policy in the Drugs and Drug Paraphernalia section of the site, outlining the process for advertisers promoting cannabis products.

“We permit approved cannabis advertisers (including CBD – cannabinoids) to target the United States, subject to the following restrictions:

• Advertisers must be licensed by the relevant authorities and pre-authorized by Twitter.
• Advertisers may only target jurisdictions where they are licensed to advertise those products or services online.
• Advertisers may not promote or offer the sale of cannabis (including CBD – cannabinoids).
  • Exception: Ads for topical (non-ingestible) hemp-derived topical CBD products that contain the government-set threshold of 0.3% THC or less.
• Advertisers are responsible for complying with all applicable laws, rules, regulations and advertising policies.
• Advertisers may not target customers under the age of 21.”

Elon Musk and the new Twitter

Twitter owner and billionaire Elon Musk finds himself in a chess game in progress: it’s the latest major change to the platform under his watch, among many, including decisions to introduce paid verification and restoring accounts like Donald Trump’s.

Meanwhile, on Feb. 4, Twitter owner Elon Musk cryptically tweeted “420,” which is certainly a throwback to an earlier 2018 tweet about 420 that landed him in trouble with government and aerospace officials.

In 2018, Musk rounded up Tesla shares from $419 to $420 and announced his plan to go private in a tweet. “Considering taking Tesla privately for $420,” Musk tweeted on Aug. 7, 2018. “Funding secured.” — which sent Securities and Exchange Commission (SEC) officials reeling. Musk denied the tweet was about cannabis in a California court.