Twitter has officially become the first social media platform that allows cannabis marketing in the US. This move opens doors for USD 27.7 billion global cannabis industry as brands can now advertise cannabis products on Twitter in the United States. Meanwhile, other popular social media platforms such as Facebook, TikTok, and Instagram follow a “no cannabis advertising policy”. In the US, around 21 states have jumped on the bandwagon of allowing the sale of recreational cannabis. Twitter has put some guidelines in place to allow cannabis companies to feature ads on its platform.
The Elon Musk-led social media company has said it will permit cannabis advertisement as long as the cannabis companies have the license, and approval and only target the regions where they are allowed to sell. In addition, Twitter also said that cannabis brands should only target people above 21 years of age. This change speaks to the growing acceptance of cannabis as a mainstream wellness category, and we are hopeful it will serve as a catalyst for other social media platforms to follow suit,” said Kate Lynch of Curaleaf, the biggest cannabis company operating in the United States. Many cannabis brands have already welcomed Twitter’s move and have started their advertising campaigns on Twitter.