Cannabis companies will be able to market their brands and products on Twitter in the U.S., reversing long-standing rules on whether marijuana should be advertised on the platform in the country.
The social media giant updated its cannabis marketing policy on Tuesday after years of prohibition in any sovereign nation outside of Canada. The change comes nearly four months after Elon Musk took control of Twitter.
The changes will allow advertisers to promote brand preference and informational cannabis-related content for regulated THC cannabis products and services.
Cannabis companies and brands have historically been banned from traditional or social media ad buys. Facebook, Instagram (both owned by parent company Meta), and TikTok often censor cannabis-related posts and accounts.
Before the changes, only CBD topical brands were allowed to market their products on the platform, when hemp became legal in the U.S. made through the federal farm bill five years ago.