Twitter is allowing the advertising of cannabis products on its platform, marking a departure from the social media giant’s old rules for the industry which mostly barred cannabis ads. Under the rules, businesses can only sell topical, help-derived CBD products on the site but can advertise all cannabis products as long as advertisers are “licensed by the appropriate authorities, and pre-authorized by Twitter.”
The updated rules require that cannabis advertisers “only target jurisdictions in which they are licensed to promote these products or services online,” and note that “advertisers are responsible for complying with all applicable laws, rules, regulations, and advertising guidelines” and “may not target customers under the age of 21.”
“Any advertisement for Cannabis (including CBD– cannabinoids) content that is allowed, subject to the above restrictions, must in addition:
- Not appeal to minors in the creative, and landing pages must be age gated and sales must be age verified.
- Not use characters, sports-persons, celebrities, or images/icons appealing to minors.
- Not use minors or pregnant women as models in advertising.
- Not make claims of efficacy or health benefits.
- Not make false/misleading claims.
- Not show depiction of cannabis product use.
- Not depict people using or under the influence.
- Not encourage transport across state lines.”
The policy also outlines cannabis rules for Canadian cannabis companies, requiring that the companies are licensed by Health Canada, may only promote informational or brand-preference content, may only target jurisdictions in which they are licensed to promote these products or services online, and are responsible for complying with all laws and regulations.
“In general, advertisers are prohibited from promoting cannabis content:
- by communicating information about cannabis price or distribution;
- by doing so in a manner that there are reasonable grounds to believe could be appealing to young persons (anyone under 18);
- by means of testimonial or endorsement, however displayed or communicated;
- by means of depiction of a person, character or animal, whether real or fictional; or
- by presenting cannabis or any of its brand elements in a manner that associates it or the brand element with, or evokes a positive or negative emotion about or image of, a way of life such as one that includes glamour, recreation, excitement, vitality, risk or daring.”
The company indicated that its updated cannabis policies still do not allow advertisements for illegal drugs, recreational and herbal drugs, accessories associated with drug use, drug dispensaries, and depictions of hard drug use.
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