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When Elon Musk bought Twitter in 2022, speculation about looming company-wide changes made worldwide headlines. Every controversial decision Musk made, from \u201cending\u201d political censorship to charging for verification checkmarks, gave journalists and media outlets salacious opportunities to evaluate his choices. The announcement from the social media platform that it will change its cannabis advertising policies has the industry applauding the bold decision.<\/p>\n
The new policy will lift advertising bans on cannabis advertising and related content, allowing for greater promotion of previously restricted ads. According to the policy update announced on February 15, Twitter will immediately allow advertising and promotional content related to legal cannabis products and services. The new rules will make concessions for content that promotes education and research about the plant and allow advertisers to promote brands, products and services.<\/p>\n
Specifically, according to the Cannabis Ads Policy<\/a>, CBD and similar cannabinoid products, THC and related products and cannabis-infused products and services\u2014including delivery services, labs, growing technology, search engines and more\u2014are now allowed to advertise on the platform. Additionally, to incentivize businesses to advertise, Twitter is offering to match every cannabis or CBD advertising dollar spent up to $250,000 until March 30, 2023.<\/p>\n Under the social media platform\u2019s policy change, on February 15 behemoth multi-state operator Trulieve made history<\/a> as the first company to launch an advertising campaign on Twitter. <\/p>\n \u201cThe plant really provides an opportunity for the world outside of traditional medicine that can bring great changes and benefits to all and Twitter is an important platform to educate within,\u201d Gina Collins, chief marketing officer at Trulieve<\/a>, said. \u201cBut there\u2019s also a business reality that nobody talks about\u2014especially in the macro-economic conditions we\u2019re all facing\u2014there\u2019s ad revenue to be had. It has mutual benefits for more than just two key players or one small industry. It seems much bigger than that.\u201d<\/p>\n Collins says she hopes the groundbreaking update from Twitter will encourage cannabis advertising policy reform across other social media platforms, believing the news to be a \u201ccatalyst.\u201d<\/p>\n \u201cIf there\u2019s bravery on a platform such as Twitter to come out and say this is an untapped industry and allow a credible business to come forth, then the rest will have to reconsider their policies too,\u201d Collins says. \u201cTwitter has been evolving its policies and products since they had a leadership change. Elon Musk is a huge advocate of the plant itself, and I suspect there were pretty active conversations around the decision.\u201d<\/p>\n Potential advertisers will have to contend with an arduous approval process to ensure they follow the updated guidelines and are educated on the platform. Once cannabis executives pass that hurdle, they\u2019ll have new tools with Twitter\u2019s advertising products, such as in-stream videos, promoted tweets and product opportunities, to name a few. While that\u2019s a win for cannabis marketers, the promotion of illegal drugs, drug paraphernalia and content that promotes drug use are still prohibited.<\/p>\n Joe Hodas, chief marketing officer for cannabis MSO Wana Brands<\/a>, says that the new Twitter policy will change the company\u2019s financial commitment to its 2023 marketing plan.<\/p>\n \u201cStrategically, I still need to reach the consumer and drive them into a dispensary to purchase the product,\u201d Hodas says. \u201cAnd this has offered me another chance to do it. This potentially gives me another more targeted approach to reaching the consumer I can\u2019t get through programmatic ads.\u201d<\/p>\n Search engine giant Google quietly announced it was making some adjustments to its restrictive advertising policies<\/a> around CBD and hemp products beginning in January 2023. However, it didn\u2019t go nearly as far as Twitter and by all accounts, the updated policies are an excessively costly, burdensome process of paying a certification provider thousands of dollars in application, monitoring and website fees before paying for the advertising costs itself.<\/p>\n While Google did remove CBD<\/a> from its list of unapproved pharmaceuticals and supplements list, its policies are still highly restrictive, only allowing hemp-derived topical CBD products with less than 0.3% or less THC ad content.<\/p>\n Hodas agrees that, as it so often is the case, education is key to progress and that we\u2019re still contending with a lack of understanding.<\/p>\n \u201cThis question of hemp and CBD, it\u2019s an issue for the cannabis industry in the sense that I think there\u2019s a lack of education,\u201d Hodas says. \u201cIn the early days, some platforms said CBD was permitted, but not allow THC. Well, now that\u2019s all getting blurred as well. I think this further reinforces that we need better education.\u201d<\/p>\n The post Trulieve Makes History as First Cannabis Brand to Advertise on Twitter<\/a> appeared first on Cannabis Now<\/a>.<\/p>\n
When Elon Musk bought Twitter in 2022, speculation about looming company-wide changes made worldwide headlines. Every controversial decision Musk made, from \u201cending\u201d political censorship to charging for verification checkmarks, gave journalists and media outlets salacious opportunities to evaluate his choices. The announcement from the social media platform that it willContinue Reading<\/a><\/span><\/p>\n","protected":false},"author":15,"featured_media":62014,"comment_status":"false","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[438,50,2187,80,5733,16917,3540,65,575,16918,13792,16919,1188,420,3841,2457],"tags":[],"_links":{"self":[{"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/posts\/62013"}],"collection":[{"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/comments?post=62013"}],"version-history":[{"count":1,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/posts\/62013\/revisions"}],"predecessor-version":[{"id":62015,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/posts\/62013\/revisions\/62015"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/media\/62014"}],"wp:attachment":[{"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/media?parent=62013"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/categories?post=62013"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/tags?post=62013"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"Trulieve](\"https:\/\/cannabiscultivatornews.com\/home\/wp-content\/uploads\/2023\/02\/Twitter-Trulieve-Post-1-744x1024-1.jpg\")
<\/a><\/figure>\nWill Other Advertising Platforms Follow Suit?<\/strong><\/h4>\n
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\nRead More: Trulieve Makes History as First Cannabis Brand to Advertise on Twitter<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"