Twitter’s New Policy Revolutionizes Marijuana Advertising, Allowing Packaged Cannabis Products in Ads
In a groundbreaking move, Twitter has unveiled an expansive update to its marijuana advertising policy, granting certified advertisers the ability to showcase “packaged” cannabis products in their promoted ad creative on the platform. This significant development follows the company’s earlier revision in February, which opened up advertising opportunities for cannabis businesses, enabling them to promote their brands and campaigns while linking back to their websites in select legal states.
With this latest update, Twitter now permits marijuana brand ads to feature packaged cannabis products in their ad creative. While it remains unclear whether this includes images of actual flowers or joints outside of their packaging, the policy change signals Twitter’s commitment to supporting the cannabis industry. The company also mentions making changes for medical licensees and expanding into additional recreational markets, albeit without providing further details in its concise blog post announcing the update.
Alexa Alianiello, who spearheads Twitter’s U.S. sales and partnerships team and leads the company’s cannabis ads effort, expressed excitement about the progress made. In the blog post, she acknowledged the impact of ad campaigns by cannabis and ancillary companies, combining the platform’s influence and audience reach with the innovative products emerging in the cannabis space. Taking feedback from the industry into account, she emphasized that certified advertisers can now feature packaged cannabis products in their ads and continue responsibly linking to their owned web pages and e-commerce experiences for CBD, THC, and cannabis-related products and services.
While the cannabis industry, along with advocates and stakeholders, applauded Twitter’s move to open up advertising opportunities for cannabis-related businesses, concerns arose regarding the implementation of the policy change. Adam Terry, CEO of Cantrip, a cannabis beverage company, expressed frustration with Twitter’s ad tracking system, which initially failed to calculate conversions to sales. Though it eventually started tracking conversions, it still lacks visibility on the value of those sales. Terry also mentioned extended waiting times for support from Twitter teams and challenges in setting geographic parameters for targeted advertising.
Kaliko Castille, CEO of ThndrStrm Strategies and author of CannabisCMO, echoed Terry’s sentiments, highlighting various issues faced by smaller operators who need the most assistance. Castille pointed out that the ad policy update appeared to favor larger players rather than providing substantial support to those who require it. Additionally, some stakeholders complained about the high cost thresholds associated with advertising marijuana brands on Twitter.
Responding to these concerns, Alianiello of Twitter addressed each post individually, welcoming feedback and highlighting partnerships with key cannabis brands. She emphasized that the high cost thresholds were temporary, attributing them to strong initial demand from the industry. Alianiello assured that Twitter’s policy remains open to revisions and that part of her role involves translating market feedback to internal teams for further review. She proudly declared Twitter to have the most inclusive cannabis ads policy on social media, setting a new precedent by welcoming cannabis advertisers unlike any other platform.
In January, Google updated its cannabis advertising policy, allowing companies to promote FDA-approved drugs containing CBD and topical CBD products with no more than 0.3 percent THC. However, Google restricted these ad opportunities to California, Colorado, and Puerto Rico. While Twitter’s previous policy also imposed restrictions on advertising limited CBD products in specific states, it seems that those limitations have now been removed.
In a separate development, since Elon Musk assumed control of Twitter last year, the company ended its federal partnership that prompted users searching for drug-related keywords, including “marijuana,” to consider entering drug treatment. Musk’s tenure at Twitter has faced criticism over staff firings, interface issues, and controversial decisions like removing the “verified” status of many “legacy” users. Notably, Musk has often engaged in the marijuana debate on Twitter, drawing attention for his actions and statements related to cannabis.
Twitter’s revolutionary policy update signifies a significant step forward for marijuana advertising, giving cannabis businesses the opportunity to feature packaged cannabis products in their ads. As the platform’s CEO, Musk continues to navigate controversy, making impactful decisions that shape Twitter’s future while leaving a lasting imprint on the online landscape.
