Twitter to Allow Cannabis Advertising

In a major development for all cannabis communications and marketing teams, Twitter has modified its rules to allow some cannabis advertising in states where the plant is legal. This hopefully marks a larger shift across the industry as the rules around cannabis marketing on social and digital channels have been notoriously punitive and difficult for brands and agencies to navigate. 

There are of course rules and guidelines that Twitter has put in place. Those include:

[Twitter] permit[s] approved Cannabis (including CBD– cannabinoids) advertisers to target the United States, subject to the following restrictions:

• Advertisers must be licensed by the appropriate authorities, and pre-authorized by Twitter.
• Advertisers may only target jurisdictions in which they are licensed to promote these products or services online.
• Advertisers may not promote or offer the sale of Cannabis (including CBD– cannabinoids)
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• Advertisers are responsible for complying with all applicable laws, rules, regulations, and advertising guidelines.
• Advertisers may not target customers under the age of 21.

Any advertisement for Cannabis (including CBD– cannabinoids) content that is allowed, subject to the above restrictions, must in addition:

• Not appeal to minors in the creative, and landing pages must be age gated and sales must be age verified.
• Not use characters, sports-persons, celebrities, or images/icons appealing to minors. 
• Not use minors or pregnant women as models in advertising. 
• Not make claims of efficacy or health benefits.
• Not make false/misleading claims.
• Not show depiction of cannabis product use.
• Not depict people using or under the influence.
• Not encourage transport across state lines.

While a lot has yet to unfold, and Twitter is still in a shakier position (as a social platform and as a paid marketing platform) than previous years, this is a move in the right direction.