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On Wednesday, Twitter became the first social media site to allow cannabis businesses to advertise (ads) their brands and products in the country.
The company previously restricted advertising to CBD topical goods produced from hemp, while Facebook, Instagram, and TikTok all have a “no cannabis advertising policy” because marijuana is still illegal on the federal level.
Although 21 states have already approved the selling of recreational cannabis, more are going in that direction.
As long as cannabis businesses have the appropriate licences, are approved by Twitter, only advertise in the jurisdictions where they are authorised to do business, and, most critically, do not target those under the age of 21, Twitter said it will allow cannabis businesses to do so.
The multistate cannabis and medicinal marijuana business Cresco Labs declared that this was a “quite significant triumph for legal cannabis marketers.”
The majority of marijuana businesses embraced Twitter’s suggested improvements right away. On the platform, Trulieve Cannabis Corp. already began a multistate campaign on Wednesday.
According to Kate Lynch of Curaleaf, the largest cannabis business operating in the US, “this shift speaks to the rising acceptance of cannabis as a mainstream wellness category, and we are confident it will serve as a catalyst for other social media platforms to follow suit.”
The US cannabis sector exhibited symptoms of stalling in the face of legislative and economic hurdles, including as dropping prices and an underground market stealing its clients, after experiencing a sales surge during the early stages of the pandemic.
However, Curaleaf recently eliminated the majority of its operations in three US states and reduced its employment by 10%.