Cannabis Advertising Revolution: Twitter’s Bold Move and Potential Industry-Wide Impact
In a significant policy shift, Twitter is leading the charge in the cannabis industry’s advertising revolution by permitting state-legal cannabis companies to market their products and services on its platform. This decision has sparked widespread interest among industry insiders who believe it could influence other digital advertising platforms to reconsider their prohibitions on cannabis promotions.
Lisa Buffo, founder and CEO of the Cannabis Marketing Association industry group, sees Twitter’s move as a clear indication of the normalization of cannabis as a consumer packaged good and a step towards mainstream acceptance. The implications of this change could be game-changing for the industry.
New York-based cannabis PR agency Mattio Communications, led by its founder and CEO Rosie Mattio, was among those in discussions with Twitter prior to the policy change. Rosie emphasizes that other social media platforms could be overlooking a lucrative opportunity by not allowing cannabis companies to advertise. With Twitter setting an example, the pressure is on for other platforms to open their doors to cannabis advertising as well.
Despite the excitement surrounding Twitter’s new policy, questions remain about its specific parameters. The policy allows some U.S. cannabis companies, like vaporizer company Pax, to seize the opportunity immediately and become among Twitter’s first cannabis advertising partners. However, some, like Thomas Winstanley, chief marketing officer for East Coast multistate marijuana company Theory Wellness, take a more cautious approach. Winstanley considers Twitter’s current approach to cannabis advertising to be more symbolic than practical for their operations, at least for now.
The distinctions between Twitter’s U.S. cannabis advertising rules and those for Canada add to the confusion. In the U.S., Twitter allows advertising for topical hemp-derived CBD products containing less than 0.3% THC, but it prohibits the promotion or sale of other cannabis products. As a result, direct sales conversion through Twitter advertising remains off-limits for many cannabis companies, but brand-awareness promotions appear to be within bounds.
Twitter is permitting advertisers to promote brand preference and share informational content related to CBD products, THC products, and other cannabis-related services, such as delivery services, labs, growing technology, search engines, and events. To incentivize the industry, Twitter is offering a six-week advertising program for cannabis brands, matching new ad spending up to $250,000 on a one-to-one basis. This promotion aims to encourage cannabis businesses to explore the advertising potential on the platform.
Amy Deneson, co-founder of the Cannabis Media Council trade organization and marijuana advertising agency Pheno, both based in New York, notes that Twitter’s new advertising policy places sole responsibility on the brand advertisers to comply with applicable laws and regulations. This approach differs from traditional cannabis advertising, where publishers often share responsibility in ensuring compliance. Deneson emphasizes the need for advertisers to approach this opportunity with utmost diligence and adherence to guidelines.
As regulated U.S. cannabis companies begin testing Twitter’s new advertising opportunity, the industry eagerly awaits to see if other digital advertising giants like Google and Meta Platforms will follow suit. While Google has eased restrictions on hemp and CBD advertising in select markets, it still largely excludes other cannabis marketing. Many hope that Twitter’s bold move will pave the way for other publishers and platforms, including Meta (formerly Facebook), to embrace the thriving and vibrant cannabis sector.
Cannabis public relations executive Mattio praises Twitter for being the first platform to embrace the industry, and she predicts that the U.S. marijuana market will show loyalty to the socially conscious social media platform. Industry insiders, like CEO Lisa Buffo of the Cannabis Marketing Association, affirm that where cannabis advertising is allowed, the industry’s advertising dollars will undoubtedly follow. Twitter’s groundbreaking decision sets a precedent and sets the stage for a promising era of cannabis advertising revolution in the digital realm.
