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A few weeks ago, Elon Musk posted a three-character message that contained only the numbers 420, with no explanation.
Many people interpreted it as yet another sign of Musk’s loud-and-proud canna-fandom. But weed industry executives saw it as a harbinger of a policy shift, speculating that Twitter would soon break ranks with other social channels and become a canna-friendly home in the digital realm.
The guesses turned out to be correct, with the official announcement coming this week: Twitter has “taken measures to relax” its advertising policy, allowing cannabis brands, retailers, delivery services and products to run paid ads for the first time, per the company blog.
Reaction in the weed community has been swift, with multi-state operator Trulieve buying space almost immediately to promote its dispensaries in Arizona and Florida.