Microblogging social media platform Tumblr has updated its cannabis advertising policies to allow advertisements for hemp CBD and, in some cases, cannabis products. But while Tumblr is the first major social media platform to allow cannabis campaigns, its policy remains strict: cannabis advertisements are only allowed for audiences aged 21 or older, and only in Colorado and California.
“Tumblr restricts the promotion and sale of cannabis and cannabis-adjacent products and brands through advertising on its site, with the exception of California and Colorado. ‘Cannabis-adjacent products’ include, but are not limited to, water pipes, rolling papers, and Weedmaps.” — Tumblr advertising policies excerpt
Moving forward, cannabis ads on Tumblr will need to be approved by the platform, handled through the company’s direct sales team, and be “geo-targeted exclusively to people of consumption age in Colorado and California.” Cannabis-related ad campaigns will also be required to display the cannabis company’s license number and carry disclaimers for the products. Additionally, cannabis ads cannot contain product giveaways.
When asked why the new cannabis advertising policies apply to Colorado and California but not any other legal cannabis markets, a representative for Tumblr told Ganjapreneur they are testing the policy shift in those states and may expand further, based on the results.
Meanwhile, advertisements for hemp CBD products on the platform will face significantly fewer restrictions: hemp CBD ads “can’t claim to prevent, diagnose, treat or cure serious diseases” and they “can’t be sold as a dietary supplement.” Additionally, the products “can’t be advertised as food where CBD has been added.”
Tumblr had previously drawn a hard line banning advertisements related to all illegal drugs (cannabis remains federally prohibited in the U.S.). Additionally, the platform has outright banned any and all tobacco advertising — alcohol advertisements are allowed but must be limited to audiences aged 21 or older and approved by Tumblr’s sales team.
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