Business
Marijuana advertisers face hurdles with Twitter’s newest ad policies
Twitter might have further eased its rules for cannabis advertising, but the changes don’t seem to have made it any easier for marijuana businesses to take advantage of the social media platform’s wide reach.
Regulatory red tape, Twitter’s unfamiliarity with the cannabis industry and cost are among the continued stumbling blocks.
For example, Twitter requires advertisers to be a Twitter Blue or Verified Organization subscriber, which enables them to add blue or gold check marks to their accounts, respectively.
It costs $7 a month to get the blue check mark or $1,000 a month for a gold check mark – the latter being an expense many smaller marijuana businesses can’t afford, particularly when companies are struggling financially because of low wholesale and retail prices and fierce competition from the illicit market.
“As a smaller company, we’re very cognizant of our costs, and the cannabis market isn’t what it used to be,” said Nikki Stanley, director of marketing for multistate operator Battle Green, whose retail brands include UpTop in Massachusetts and Terrasana Cannabis Co. in Ohio.
The company’s Neighborgoods brand is available in Massachusetts and will soon launch in Ohio.
Stanley said that aside from being cost-prohibitive, the platform doesn’t necessarily reach the audience Battle Green is trying to capture.
Instead of advertising on Twitter, Battle Green works with the marketing technology firm Surfside to place programmatic advertising throughout ad networks that targets customers who have shopped in its stores – and the company hopes to entice them back.
“Twitter seems to be more about people interested in the business side of cannabis versus the consumer,” she said.
“You see consumers engaging more on Instagram and Reddit, not on Twitter.”
Twitter pivots
The privately held social media platform opened the door to U.S. marijuana advertising in February.
But cannabis companies reported mixed results as they started experimenting with marketing on Twitter.
“We have gathered meaningful feedback from the cannabis industry which we have taken into consideration to create even more opportunity,” Alexa Alianiello, Twitter’s head of sales and partnerships, wrote in an April blog post announcing the latest changes.
Under the newly revised rules, cannabis advertisers are allowed to promote branding and product-specific content.
The ads can only feature products in their packaging.
And the ads cannot include pricing, offer promotions or discounts or promote giveaways, sweepstakes or contests.
In addition, Twitter is permitting ads in new marijuana markets, although its publicly posted policy for advertising drugs doesn’t spell out those medical and recreational markets.
According to Rosie Mattio, CEO of New York-based cannabis industry marketing firm Mattio Communications, Twitter is permitting medical cannabis ads targeting users in Alabama, Arkansas, Florida, Minnesota, Mississippi, Missouri, Oklahoma, Pennsylvania, Puerto Rico, Rhode Island, South Dakota and West Virginia.
Adult-use marijuana ads also are permitted in Missouri’s new adult-use market.
At the same time, cannabis companies advertising on Twitter must sign an attestation form indicating they are licensed to do business in the states their ads will appear.
They can target only customers 21 and older in jurisdictions where they are licensed.
Potential benefits
Cannabis businesses that choose to use the platform will see benefits in terms of being able to educate consumers about their products, Mattio said.
“Now they can promote their products with great content in the ad copy,” she noted. “Now you can have photos.”
The advantage of advertising on Twitter versus the ways cannabis companies have been able to reach their audience up until now is that they can talk about their specific products rather than educate consumers with broad brushstrokes.
“You can be more thoughtful about demographics,” Mattio said.
“You can target consumer profiles instead of just throwing it out into the ether.
“You can create copy that resonates with that consumer and be very targeted with the message about what products go to what markets and what consumer profile.”
Hemp stumbling block
CBDistillery, a Denver-based manufacturer of hemp-derived CBD, was the first CBD company to launch ads on Twitter, company President and CEO Chase Terwilliger said.
Although the company sells its products in all 50 states, it’s succeeded in getting Twitter ads in only 20 – even though hemp was legalized federally in the 2018 Farm Bill.
“(Twitter is) new to this, too, and they’re obviously going through a lot of changes,” he said. “We have to walk them through the process.”
Terwilliger suggests companies that want to try the platform determine which states they want to start advertising in, ensure they have the correct licenses and labels, and then contact Twitter.
Although CBDistillery hasn’t yet seen a return on its investment, Terwilliger said the ads have led to sales.
“We’re being patient with it,” he said. “With digital advertising, it takes some time to get the right formula.
“We’re still in the testing phase, but we’re confident it will produce a meaningful ROI in the future.”
Red tape, paperwork
It’s been more difficult for some other cannabis companies.
Chicago-based PharmaCann, a multistate operator that is one of the largest vertically integrated marijuana companies in the U.S., has been trying to advertise on Twitter for more than a month.
The privately held company has been adjusting to Twitter’s regulations and restrictions by building new creative and defining new audiences in its network.
PharmaCann couldn’t use existing campaigns on Twitter, which delayed its launch on the platform.
The company also had to figure out how to accurately track conversions.
“We wanted to be live for 4/20,” said Bryan Benavides, PharmaCann’s director of digital marketing, referring to the unofficial April 20 cannabis holiday.
“We had to fill out forms and prove we have licenses in certain states and markets.”
But even for a large company such as PharmaCann, the $1,000-per-month fee to get the blue check mark is off-putting.
“I haven’t committed to that quite yet,” Benavides said. “I’m already spending money.
“Why do I have to spend more just to get the check mark?”
Lack of understanding
Before announcing it would allow marijuana ads on its platform, Twitter contacted Boulder, Colorado-based edibles maker Wana Brands.
After reviewing the rules, Wana Chief Marketing Officer Joe Hodas said he determined that the social media company didn’t understand the cannabis industry and how the pieces fit together.
Hodas and his team suggested ways to rewrite the rules to make them less onerous, but Twitter refused to revise them.
“We are a cannabis company, so we have to sign all this additional stuff saying we’re not responsible for anything,” Hodas said.
“It’s inconvenient, but it’s not a deal-killer.”
Hodas’ first idea was to run specials on Wana products with specific dispensaries, but Twitter’s rules prohibit it.
He’d also like the ability to insert the company into conversations on the platform to start a dialog with potential customers about conditions its products can address.
“Twitter offers us access to folks who aren’t thinking of cannabis as a solution,” he said.
“I like what Twitter can potentially do for us, but if we’re not allowed to hyper-locally target, it probably doesn’t hold as much value for me.
“I could geotarget with their sophisticated targeting capabilities. I need something that helps me target and convert and drive sales so I can measure it.”
Other social media platforms, including Facebook, are starting to consider allowing cannabis ads but may be too late to the party if Twitter grabs a big portion of the market.
“The advertising dollars will be spoken for by the time they get there,” Hodas said.
Source: https://mjbizdaily.com/marijuana-advertisers-face-hurdles-with-new-twitter-ad-policies/
Business
EU Pressure Builds on Google as Regulators Face Calls for Massive Fine Over Search Practices
A growing coalition of European industry groups is intensifying pressure on regulators to take decisive action against Google over allegations of unfair search practices that could reshape competition rules across the region’s digital economy.
Investigation Under Digital Markets Act Gains Momentum
The case is being examined by the European Commission under the European Union’s landmark Digital Markets Act (DMA), introduced to curb the dominance of major technology platforms and ensure fair competition.
Launched in March 2024, the investigation focuses on whether Google has been prioritising its own services in search results, potentially disadvantaging rival businesses that rely on online visibility to reach customers.
Industry Groups Demand Swift Action
Several prominent European organizations have jointly urged regulators to conclude the probe without further delay. They argue that prolonged investigations allow alleged anti-competitive practices to continue, putting European companies—especially startups—at a disadvantage.
Signatories include the European Publishers Council, the European Magazine Media Association, the European Tech Alliance, and EU Travel Tech.
In a joint statement, these groups warned that delays in enforcement are affecting innovation, profitability, and growth prospects for regional businesses competing in digital markets.
Google Denies Allegations
Google has rejected claims of bias, stating that its search algorithms are designed to deliver the most relevant and useful results to users. The company has also proposed adjustments to address regulatory concerns.
However, critics argue that these changes are insufficient and fail to address the core issue of market dominance.
Potential Billion-Euro Penalties
If found in violation of the DMA, Google could face significant financial penalties. Under EU rules, fines can reach a substantial percentage of a company’s global turnover, potentially amounting to billions of euros.
Regulators may also impose corrective measures requiring changes to business practices, which could have long-term implications for how digital platforms operate in Europe.
Wider Implications for Big Tech
The case highlights ongoing tensions between European regulators and major U.S. technology firms. In recent years, the EU has taken a more aggressive stance in enforcing competition laws, aiming to create a level playing field for local businesses.
A final ruling against Google could set a major precedent, influencing future enforcement actions and shaping the regulatory landscape for global tech companies operating within Europe.
As scrutiny intensifies, the outcome of the investigation is expected to play a critical role in defining the future of digital competition across the European Union.
AI & Technology
Amazon Faces Potential Criminal Trial in Italy Over €1.2 Billion Tax Evasion Allegations
Milan: U.S. tech giant Amazon is facing the prospect of a major legal showdown in Italy, after prosecutors in Milan formally requested a court to move forward with criminal proceedings over alleged tax evasion totaling approximately ₹12,500 crore (€1.2 billion).
The case targets Amazon’s European division along with four senior executives, marking one of the most significant tax-related investigations involving a global e-commerce platform in Europe.
Trial Push Despite Multi-Million Euro Settlement
The move comes even after Amazon reached a financial settlement with Italian tax authorities in December, agreeing to pay around ₹5,500 crore (€527 million), including interest, to resolve part of the dispute.
Typically, such settlements lead to the closure of criminal investigations. However, Milan prosecutors have opted to proceed, signaling a tougher stance on alleged corporate tax violations.
A preliminary hearing is expected in the coming months, where a judge will decide whether to formally indict the company and its executives or dismiss the case.
Allegations of VAT Evasion Through Marketplace Sellers
At the center of the investigation are claims that Amazon’s platform enabled non-European Union sellers to avoid paying value-added tax (VAT) on goods sold to Italian consumers between 2019 and 2021.
Prosecutors allege that the company’s marketplace structure allowed thousands of foreign vendors—many reportedly based in China—to operate without fully disclosing their identities or tax obligations. This, authorities argue, led to substantial VAT losses for the Italian government.
Under Italian law, online platforms facilitating sales can be held partially liable if third-party sellers fail to comply with tax requirements, a key point in the prosecution’s case.
Italian Government Named as Affected Party
In their filing, prosecutors identified Italy’s Economy Ministry as the injured party, citing significant financial damage resulting from the alleged tax evasion.
Legal experts say the outcome of the case could have wide-ranging implications across the European Union, where VAT systems are harmonized and similar compliance rules apply to digital marketplaces.
Multiple Investigations Add to Pressure
The VAT probe is just one of several legal challenges facing Amazon in Italy. The European Public Prosecutor’s Office is reportedly examining additional tax-related issues covering more recent years.
Meanwhile, Milan authorities are pursuing separate investigations into alleged customs fraud linked to imports from China and whether Amazon maintained an undeclared “permanent establishment” in Italy—potentially exposing it to higher tax liabilities.
In a separate regulatory action, Italy’s data protection authority recently ordered an Amazon unit to stop using personal data from over 1,800 employees at a warehouse near Rome.
Amazon Denies Allegations
Amazon has consistently denied wrongdoing and indicated it will strongly contest the allegations in court if the case proceeds. The company has also warned that prolonged legal uncertainty could impact investor confidence and Italy’s appeal as a destination for international business.
Broader Impact on Europe’s Digital Economy
If the case moves to trial, it could become a landmark moment for the regulation of global e-commerce platforms in Europe. Governments across the region are increasingly scrutinizing how digital marketplaces handle tax compliance, especially in cross-border transactions.
With online retail continuing to expand, regulators are under mounting pressure to ensure that multinational platforms and third-party sellers adhere to the same tax rules as traditional businesses.
Aviation
IndiGo Crisis Exposes Risks of Monopoly: What If Telecom or E-commerce Collapses Next?
Airports across India witnessed scenes of distress and confusion as thousands of passengers were stranded due to IndiGo’s massive flight disruptions. Families with medical emergencies, funerals, and personal crises were left helpless as the airline cancelled hundreds of flights without adequate communication or support.
Passengers described desperate situations — a mother pleading for sanitary pads for her daughter, a woman unable to transport her husband’s coffin, and others stranded while trying to reach family funerals or hospitals. “It was like a lockdown at the airport,” one passenger said, describing the panic that unfolded as IndiGo’s mismanagement crippled operations nationwide.
Root Cause: IndiGo’s Market Monopoly
The turmoil, industry experts argue, stems from IndiGo’s monopolistic control over India’s domestic aviation market. The airline operates nearly 2,100 flights daily and holds around 60% market share — meaning every second plane flying within India belongs to IndiGo.
This dominance has given the company unparalleled influence. When IndiGo falters, the entire aviation system suffers. Passengers are left with few alternatives, as other airlines lack capacity to absorb stranded travellers. The result: skyrocketing ticket prices, chaos at terminals, and total dependence on a single private operator.
Aviation pioneer Captain G.R. Gopinath, founder of Air Deccan, criticised the government’s inaction, noting that on some routes, IndiGo’s economy fares surged to ₹1 lakh. He compared the situation to a hostage crisis, writing that the airline “held the system ransom” and forced regulators to defer new safety rules meant to protect pilots and passengers.
Government Intervention and Regulatory Weakness
The crisis erupted after IndiGo failed to comply with the Flight Duty Time Limitations (FDTL) — rules introduced by the DGCA in January 2024 requiring adequate rest for pilots. Despite having nearly two years to adapt, IndiGo blamed the rule for operational disruptions, citing a shortage of pilots.
Under mounting public pressure, the government stepped in, temporarily relaxing FDTL norms and capping airfare hikes. Officials claimed the move was to protect passengers, but analysts say it exposed the state’s vulnerability to corporate monopolies. “The government had no option but to yield,” said one aviation policy expert, pointing out that ignoring safety regulations for short-term relief could have long-term consequences.
The crisis also rekindled memories of the June 2025 Air India crash near London, which claimed over 240 lives. Experts warn that compromising pilot rest and safety standards to maintain flight schedules could risk another tragedy.
If Telecom Giants Fail: A National Paralysis
The article raises a troubling question — what if a similar crisis struck the telecom sector, where Jio and Airtel together control nearly 80% of subscribers and serve over 780 million users?
If both networks failed simultaneously, the repercussions would be catastrophic. Internet shutdowns would halt UPI transactions, online banking, OTP verifications, video calls, OTT streaming, and emergency communications. Critical services such as airports, hospitals, stock exchanges, and small businesses — many of which rely on WhatsApp and digital payments — would come to a standstill.
In essence, a telecom breakdown could paralyse India’s digital economy, exposing the nation’s dependence on a duopoly.
E-commerce Monopoly: Another Fragile Ecosystem
The same risk looms over the e-commerce sector, where Amazon and Flipkart dominate nearly 80% of the market. A disruption similar to IndiGo’s could cripple daily life — halting delivery of groceries, medicines, and essential goods, freezing refunds and customer support, and leaving small sellers without platforms to trade.
Local retailers, freed from competition, might exploit shortages by inflating prices. Such a scenario underscores the perils of market centralisation in sectors critical to everyday living.
A Wake-Up Call for Regulators
The IndiGo crisis, analysts say, is a warning shot for policymakers and regulators. A single company’s operational failure exposed systemic weaknesses in India’s infrastructure and consumer protection mechanisms.
As the aviation regulator DGCA investigates and IndiGo works to restore normalcy, the broader lesson remains clear: unchecked monopoly power in any essential service — whether air travel, telecom, or e-commerce — poses a direct threat to economic stability and citizen welfare.
Without stronger competition laws, redundancy frameworks, and regulatory oversight, India risks repeating this crisis across multiple sectors — each time with millions of citizens paying the price.
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