MJBizMag April 2023 - 10

FIVE QUESTIONS with Lisa Buffo
Advertisers Atwitter
Twitter's move to allow U.S. marijuana ads has industry
chirping with excitement
By Solomon Israel
B
ig changes have been
underway at social media
platform Twitter since the
San Francisco-based company went
private in late 2022.
For the regulated cannabis
industry, one shift stands out:
In February, Twitter changed
its advertising policy to permit
ads from licensed U.S. cannabis
businesses.
Twitter ads for cannabis were
already allowed in Canada, where
marijuana is federally legal.
In both countries, Twitter requires
would-be cannabis marketers to
abide by special requirements and
restrictions.
Lisa Buffo is founder and CEO of
the Cannabis Marketing Association
industry group.
MJBizMagazine asked Buffo
for her immediate reaction after
Twitter changed its U.S. cannabis
ad policy.
What is the marketing and
advertising opportunity on
Twitter?
The opportunity, the way I see it, is
to show that compliant advertising
can work.
What Twitter is saying is really
along the lines of what the state
regulations already are, which
is that, in some cases, in some
states, (advertising) needs to be
approved by the authorities and
pre-authorized. It needs to be agecompliant-so
over 21 (and) cannot
target children, with very clear
guidelines around what that means.
10 April 2023 | MJBizMagazine
(Advertisers) need to be licensed
and approved businesses, and only
in jurisdictions that are legal.
So really, Twitter is saying, " We're
going to create our policy around
the laws and regulations that
already exist. "
The opportunity is to show that
this can work, or it can work for
businesses and platforms by being
compliant, following the laws and
the regulations first, and that can
translate to these global platforms
as well.
Twitter's U.S. rules specify
that advertisers may not
promote or sell cannabis,
with an exception for topical
CBD. How significant is that
restriction?
That is effectively what we see
already on social media platforms.
If you post anything that implies
the sale (of marijuana), it can be
taken down.
You can now target your content
around the brand and the product
but not the offer or sale.
Lisa
Buffo
" It's no longer
taboo, it's no longer
completely in the
shadows. And it's
a major step to see
it from one of the
big social media
platforms like
Twitter. "
- Lisa Buffo,
Cannabis Marketing
Association
A lot of what marketers in
cannabis do already is really organic
content marketing.
You can target an audience
specifically-this demographic, in
this state, in this age group-and
promote that content using paid
tools. But it's still not promoting
deals or discounts or sales or
promotions directly.
I'm reading it as content
marketing that you can now put
paid promotion behind.
What would you tell a client
inquiring about the " no
cannabis sales " rule?
At this point, it looks like they can
talk about their products and what
they do but not specifically the sale
of (cannabis).

MJBizMag April 2023

Table of Contents for the Digital Edition of MJBizMag April 2023

MJBizMag April 2023 - 1
MJBizMag April 2023 - 2
MJBizMag April 2023 - 3
MJBizMag April 2023 - 4
MJBizMag April 2023 - 5
MJBizMag April 2023 - 6
MJBizMag April 2023 - 7
MJBizMag April 2023 - 8
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