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Maximizing A Cannabis Brand’s Reach: A Guide to Leveraging Twitter’s New Advertising Policies

By February 21, 2023No Comments

At Fort Lauderdale- and Aspen-based public relations, social media and marketing agency Durée & Company, we have been keeping a close eye on the changing laws and regulations surrounding cannabis and THC products. The recent announcement by Twitter that they will now allow advertisements for these products in the United States is a major development for businesses operating in this industry.

According to a report by MJBizDaily, the legal cannabis industry in the United States is projected to generate $45 billion in annual sales by 2025. With Twitter now allowing advertisements for cannabis and THC products, this presents a significant opportunity for businesses in the industry to reach a wider audience and promote their products.

Twitter has over 192 million daily active users, making it a valuable platform for businesses looking to connect with potential customers. Previously, Twitter’s advertising policies prohibited the promotion of any illegal drugs, including cannabis and THC products. However, with the increasing number of states legalizing marijuana for medical and recreational use, Twitter has now updated its policy to allow ads for these products in certain circumstances.

However, it’s important to note that Twitter’s policy does come with some restrictions. Advertisements for cannabis and THC products must comply with applicable laws and regulations, including state and local laws. The ads must also be targeted to an audience that is over 21 years of age and must include appropriate disclaimers and warnings about the potential risks of using these products.

Restriction details include:

  • Advertisers must be licensed by the appropriate authorities, and pre-authorized by Twitter.
  • Advertisers may only target jurisdictions in which they are licensed to promote these products or services online.
  • Advertisers may not promote or offer the sale of cannabis (including CBD– cannabinoids)
  • Exception: Ads for topical (non-ingestible) hemp-derived CBD topical products containing equal to or less than the 0.3% THC government-set threshold.
  • Advertisers are responsible for complying with all applicable laws, regulations, and advertising guidelines.
  • Advertisers may not target customers under the age of 21.

In addition, any advertisement for cannabis and cannabinoids content that is allowed, subject to the above restrictions, must:

  • Not appeal to minors in the creative, and landing pages must be age-gated and sales must be age verified.
  • Not use characters, sportspersons, 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 a depiction of cannabis product use.
  • Not depict people using or under the influence.
  • Not encourage transport across state lines.

Twitter has indicated that they will be closely monitoring these ads to ensure they comply with their policies and guidelines. Businesses will need to be careful to follow the rules, or risk having their ads removed or their accounts suspended.

For businesses looking to take advantage of this new advertising opportunity, it’s important to work with a PR, social media and marketing agency that has experience in the cannabis industry. At Durée & Company, we help ensure that your ads comply with all applicable laws and regulations, and help you create effective campaigns that reach your target audience.

The recent change in Twitter’s advertising policies opens new doors for businesses in the cannabis industry to help promote their products. A knowledgeable PR agency can help businesses navigate the complex landscape of the legal cannabis industry and create successful campaigns that generate results.

Elon Musk, the billionaire entrepreneur and CEO of Tesla and SpaceX, has publicly expressed his support for cannabis legalization. In 2018, he tweeted, “I support legalization of marijuana…” This tweet came at a time when many states in the US were in the process of legalizing cannabis for both medicinal and recreational use.

In addition, Musk has publicly discussed his use of marijuana and has even smoked it on a live podcast with Joe Rogan, a comedian and podcaster. Their support for cannabis aligns with the changing attitudes towards the plant in recent years, as more states have legalized its use for medicinal and recreational purposes. In light of Twitter’s new advertising policies around cannabis, it will be interesting to see if Musk and other high-profile figures in the business world begin to leverage this opportunity to promote their own ventures in the cannabis industry.

With the industry projected to continue growing at a rapid pace, now is the time for businesses to take advantage of this new advertising opportunity and work with an agency to help them succeed.

With the help of D&Co’s PR, marketing and social media professionals, a brand can leverage the power of Twitter to promote its brand and reach new customers. Contact us today to learn more about how we can help any brand succeed in this exciting and rapidly growing industry.

 

About Durée & Company 

Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale, Florida, and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit practice areas for local, national, and international clients. Services include public relations, social media, marketing, content development, advertising, special events, branding, radio promotions and more. Durée & Company clients include well-known names in business, fashion, hospitality, travel, health and wellness, cannabis and hemp, psychedelics, technology and cryptocurrency, marine and yacht, art and culture, nonprofit organizations, legal and professional services and real estate. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter, YouTube and LinkedIn at @DureeCoPR.

 

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Five Things That Need to be in Your Resume or Cover Letter

To paraphrase Jerry Maguire, help us help you. As we sift through the paperwork, here’s what we are looking for:

1. What you love to do and why.

In PR, you may love writing, editing, interviewing, pitching the media, researching, coordinating events, networking, posting to social media … whew! While we would love it if you had a passion for it all, we’d never believe you if you said as much.

What part of this zany, crazy, whirlwind, yet meticulous, tedious, detail-oriented, profession calls to you and why? Help us make the connection as to how PR is really for you, and call it your Professional Summary.

2. Something you did that changed something or someone else.

If you never showed up to your last job, what wouldn’t have happened? That’s right. Erase yourself. Now which clients disappeared with you? Which articles just fade away? What press releases cease to exist? How much social media did NOT get liked?

We are just meeting you. So take a moment to spell out your impact, and it will be easier for us to see what you can do for the clients of Durée & Company. Share this under your Job Responsibilities.

3. Anything you created.

Feeling humble? Well, stop it. This is the part where you brag. If you craft a delightful blog, master a mind-blowing website, shoot crazy video or direct wonderful events, show us.

Then tell us a bit of how you did it, so we trust that it was your brilliance and not the intern’s. Let’s dub this Your Portfolio.

4. An indication of why you belong here.

At PR firm Durée & Company, we have a culture. Really, all companies do. To learn about ours, do some legwork. At this point, if you’re on our blog, you are in the right spot to begin learning. Hate pink? Not good with women? Live in Kansas? Low energy? Then you might want to reconsider applying. However, if we resemble a group that you’d like to hang out with, share why. You can do that in the Cover Letter.

5. Correctly spelled words – all of them.

Do more than hit spell check. Know how to spell or ask someone to proofread. Correctly spelled words work everywhere, all the time. Consider them the Little Black Dresses of resumes.

So consider these five tips – we’ve just given you a “cheat sheet” about what we’re watching out for. Even if our position may not be for you, feel free to use our advice for another – it may just get you the job!