Twitter recently announced a major policy shift that will allow cannabis companies like Atrium to advertise in the 21 states where the drug is legal. This move makes Twitter the first major social media platform to allow cannabis advertising, and brands are ready to spend money to test and learn on the platform.
Under this new policy, cannabis firms must be pre-authorized by Twitter and meet many requirements. They must be licensed by the appropriate authorities, only target jurisdictions in which they are licensed to promote these products or services online, not appeal to minors in their creative, not use characters, sports-persons, celebrities or images/icons appealing to minors in their ads, not make claims of efficacy or health benefits, not make false/misleading claims, not show depiction of cannabis product use or people using or under the influence of it.
This policy change opens up a whole new world of opportunities for cannabis companies who have been restricted from traditional advertising channels due to its illegality at a federal level. It also allows them access to a large audience as Twitter has over 330 million monthly active users worldwide.
It’s important for marketers to understand that while this policy change is an exciting development for the industry, there are still many restrictions that need to be followed when creating and running ads on Twitter. Marketers should ensure they understand all applicable laws and regulations before launching any campaigns on the platform.
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