What’s the deal with marketing in the cannabis industry? With a new advertising policy shift, Twitter is rolling with the punches.
Recently, Twitter announced a new policy allowing cannabis advertising on its platform. This is a significant move for the social media giant.,tThe cannabis industry has been growing rapidly in recent years, and social media platforms have been a major marketing channel for cannabis companies and agencies they work with, like MtoM. However, strict rules on social media platforms often make it tricky to place paid ads about these products.
Read on for more about Twitter’s new rule and what it means.
What’s in the Fine Print of Twitter’s New Advertising Policy?
First, let’s take a closer look at the new rule. Twitter’s policy on cannabis advertising has been quite strict in the past, with the platform prohibiting the promotion of cannabis and related products, even in states where use is legal. However, with this recent update to its advertising policies, Twitter says it will now allow advertising from verified cannabis businesses in the United States and Canada.
Under the new rule, cannabis companies that wish to advertise on Twitter must go through a verification process to ensure that they are licensed to sell cannabis in their respective jurisdictions. Additionally, the ads must be targeted only to users who are over the age of 21, with a disclaimer indicating that the product is intended for adults only.
What Does Twitter’s New Policy Mean for The Cannabis Industry?
In short: it’s significant. As the platform has over 330 million active users, and it has been a popular advertising channel for many businesses. The ability to advertise on Twitter with far fewer prohibiting restrictions than other social media platforms could help cannabis companies to reach a wider audience and increase brand awareness.
Companies may still, however, face challenges. The regulatory landscape for THC and CBD products is constantly evolving, so marketing teams need to stay up to date with any changes to the platform’s rules and regulations.
While this move is significant and we’re hoping it will allow for broader brand exposure and audience reach for cannabis companies, it may be too soon to rule out roadblocks that could arise. As the cannabis industry continues to grow, we predict to see more platforms and advertising channels opening up to cannabis companies, and it will be interesting to see how this industry continues to evolve in the coming years.
Are you a cannabis industry professional looking for marketing support? MtoM can help.