Weed in Your Feed: Twitter Expands Rules for Cannabis Ads, but Industry Reaction Is Mixed

The social platform's revised guidelines offer more marketing options

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Shortly after running its first paid ads on Twitter this spring, cannabis conglomerate Curaleaf saw its following on the platform balloon by 300%, while its competitor Trulieve got a 214% boost in its web traffic.

Senior leaders at both companies hailed the newfound ability to buy media on the popular but problematic social channel, which broke ground in February as the first mainstream platform to accept ads from weed marketers.

Trulieve’s marketing has “already started to change perceptions and normalize cannabis use,” said chief marketing officer Gina Collins, who told Adweek that “this is only the beginning” of the nascent relationship.

With results and reaction like this, it may be easy to assume the Twitter experiment is a rousing success.



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