Twitter relaxed its rules on the types of ads U.S. cannabis companies can run on the platform, less than three months after accepting them as paying customers for the first time.
Companies can now feature their packaged cannabis products in their ads. Previously they could advertise their businesses and link out to websites but couldn’t depict the actual products they sold. The company has also increased the number of states where advertisers can target consumers for medical and recreational cannabis.
The new rules reflect Twitter’s recent sales strategy of working closely with cannabis companies, many of which have praised the company’s attentiveness but bemoaned the long, stringent and sometimes unclear ad-buying process.