Business
Marijuana companies wade into Twitter advertising with mixed success
It didn’t take long for the first marijuana advertisements on Twitter to get shut down.
On the first day the social media platform accepted cannabis ads in February, Hemper Co. Chief Marketing Officer Angel Ferrer set up an account and posted an ad for the Las Vegas-based company’s subscription boxes filled with a variety of cannabis accessories.
Twitter disabled the account three hours later.
“I wasn’t running anything that I thought should have been disabled,” said Ferrer, whose company sells boxes filled with everything from bongs and dab rigs to rolling papers and cleaning supplies.
“We weren’t showing smoke – we had a product with a box. It’s not like they even reached out and offered direction.”
Despite the disablement of his first Twitter ad, Ferrer said he’ll continue experimenting with the platform.
“We want to spend the money, and we know advertising is drying up on these platforms,” Ferrer said. “Our money is green just like everyone else’s.”
Earlier this year, San Francisco-headquartered Twitter became the first major social media platform to allow cannabis advertising, although advertisers face numerous restrictions – as companies such as Hemper are learning.
For starters, cannabis companies must have prior authorization from the platform and meet other requirements, such as being licensed in the states in which they operate and targeting only people who are at least 21 in those markets.
While Twitter prohibits the promotion of drugs and drug paraphernalia, it permits businesses to promote their brands and services.
To jump-start cannabis ad sales, Twitter is offering a six-week advertising incentive for cannabis brands.
The company said it will match new ad spending up to $250,000 on a one-to-one basis. The special offer runs through March 31.
Curaleaf takes the plunge
Kate Lynch, executive vice president of marketing for Massachusetts-based multistate operator Curaleaf Holdings, said she’s excited to have a new channel to promote the company’s products and launched an ad campaign on Twitter out of the gate.
The campaign displayed a vividly colored pulsating backdrop with the text “Cliq it for better cannabis.”
The ad ran for two weeks so the company could test whether it would result in clicks to its website. Lynch said the team will create new content and revive the ad soon.
“We see this as a strong brand-awareness play for us,” Lynch said. “We’re getting millions of impressions and clicks.
“What we’re not seeing is those clicks turning into sales, but that’s not the purpose of the campaign. The purpose was to get more eyeballs on Curaleaf.”
Purple Rose Supply, a Las Vegas-based maker of cannabis molding kits for making joints and cigars, also decided to test advertising on Twitter.
The company’s video ad, which wasn’t approved by Twitter, was aimed at revealing which burned faster – a joint or a cannagar (cannabis cigar) rolled with one of its devices.
“It didn’t go through because it may have been ineligible,” said Raveena Cheema, Purple Rose’s chief marketing officer.
And like Curaleaf, Purple Rose is measuring success by the click-throughs from the ad to the company’s website, Cheema said.
About 25% of Purple Rose’s budget is devoted to marketing, but Cheema said it’s too soon to tell how much of that will be earmarked for Twitter ads.
“When a platform opens up and allows something like this, we should take advantage of it,” she said. “I think there’s a lot of potential, but it’s just too early.”
Will other platforms follow?
Some industry experts say other social media platforms are likely to follow Twitter’s lead.
“There’s always fear of missing out,” said Rosie Mattio, founder and CEO of New York-based cannabis public relations and marketing firm Mattio Communications.
“They all track each other. Real ad dollars are being spent, and advertising on social networks across the board is down.”
But the question remains: Will cannabis companies see a return on their investments?
And that’s difficult to measure.
“You can’t click and buy, but you can direct people to stores for events, education days and promos,” Mattio said. “You can facilitate a sale without facilitating a sale on the platform.”
Many people surmise that platforms such as Facebook and Google – both of which are part of publicly traded companies – will not allow marijuana advertising until the plant is federally legal.
Twitter’s status as a public company changed when billionaire Elon Musk purchased it and took the business private.
“It’s a new platform that can be tested,” said Lisa Buffo, founder and CEO of the Cannabis Marketing Association.
“Smart marketing is doing what you know works and taking calculated risks on new channels.
“Now there’s something more mainstream to reach a new audience – you can test the new platform to determine whether it’s effective.”
Google’s ad platform recently loosened restrictions on hemp and CBD advertising in select markets but still excludes a lot of other cannabis marketing.
While companies such as Curaleaf and Purple Rose can determine how many clicks they got on their websites because of their Twitter ads, they can’t tell whether they’re converting to sales.
Tracking sales
That’s where companies such as Jane Technologies come in.
The Santa Cruz, California-based company powers e-commerce for about 3,000 retailers and brands.
Twitter can show its advertisers how many views, impressions and clicks an ad generated, but Jane can show them how many went to the store to make a purchase, said Socrates Rosenfeld, co-founder and CEO of Jane.
“It comes down to return on investment,” Rosenfeld said.
“We can consult with retailers and brands and show them exactly where they should be putting their dollars based on how much return they’re getting in the form of a sale.”
Cannabis companies advertising on Twitter must try to create awareness about their products and services without selling them directly, Buffo said.
Buffo said effective ads are simple and have a clear and concise message as well as a dedicated call to action aimed at achieving a particular goal.
“Say you have a blog post that tells the story of the brand,” she said.
“You can include a button in the ad that says, ‘Learn more’ to direct people there. If you’re selling T-shirts, you can have a button that says, ‘Buy now.’
“It’s essentially what you see on a button that tells you what to do.”
The average cannabis business’ annual marketing budget is $50,000 or less, and that operator is under more pressure to show a return on investment than mainstream companies, Buffo said.
“Even if they’re going to spend on new platforms, they’re running small tests to see if it works,” she said.
“The No. 1 thing they’re concerned about is targeting adults in legal markets, and it falls on the brand to establish that.”
Curaleaf’s Lynch said it’s also important to be open-minded, nimble and creative when it comes to driving value with your advertisements.
“At the end of the day, it’s all about education,” she said. “The more we can educate people about high-quality, safe cannabis product, the better off everyone will be.
“This is a nod toward normalization and acceptance.”
Source: https://mjbizdaily.com/cannabis-companies-have-mixed-success-advertising-on-twitter/
Business
A Tipping Point for Cannabis: President Trump Champions CBD & Cannabis Science on Truth Social
When the President of the United States shares a video about the life changing potential of hemp derived CBD on his personal social media platform, it is more than news, it is a cultural shift.
For decades our government lied to us about cannabis. It demonized the plant, waged war on its users, and filled prisons while allowing pharmaceutical companies to flood the nation with addictive and deadly drugs. For over a century we have been fighting uphill, not just for legalization, but for truth, for science, and for the right to heal ourselves naturally.
Now in 2025, the most powerful political figure on Earth is using his own voice and platform to talk about the endocannabinoid system and the science backed benefits of CBD. That is monumental. It is validation for everyone who has fought, been arrested, been silenced, and been dismissed for telling this truth. The President’s video post is already being described as a pivotal moment in cannabis history, and President Trump CBD Cannabis Science Truth Social is trending across platforms as advocates celebrate the breakthrough.
The Science Behind the Endocannabinoid System
The video begins by introducing something most people, including many doctors, still know little about, the endocannabinoid system. Discovered in the 1990s, the ECS is a network of receptors and signaling molecules that works as the body’s master regulator, coordinating communication between major systems like the nervous, immune, cardiovascular, and digestive systems.
The roots of this discovery go back much further. CBD was first isolated in 1940 by American chemist Roger Adams, but it was Dr. Raphael Mechoulam, an Israeli organic chemist, who fully elucidated the chemical structure of CBD and identified its stereochemistry in the 1960s. His pioneering work not only opened the door to modern cannabinoid science but also earned him the title “Godfather of Cannabis Research.” It was this foundation that led to the identification of the endocannabinoid system itself decades later, revealing how cannabinoids interact with our physiology on a fundamental level.
The ECS is now widely recognized as a vital part of human biology, with extensive research supported by the National Institutes of Health. When functioning properly, the ECS acts like the conductor of an orchestra, ensuring every section plays in harmony. As we age, the system weakens. That imbalance is linked to inflammation, chronic pain, cognitive decline, sleep problems, and many other conditions associated with aging.
Mainstream medicine often addresses these issues with pharmaceutical band aids, dangerous and addictive drugs that treat symptoms rather than root causes. Lifestyle changes such as diet and exercise help, but they only partially support the ECS and do so slowly over time.
Hemp Derived CBD: A Game Changer for Aging
Here is where the science gets exciting. As the video explains, the ECS can be restored much more quickly with hemp derived CBD. Strengthening this system naturally helps the body regain balance, reducing pain, improving sleep, lowering stress, slowing disease progression, and even extending healthy lifespan.
It is not theoretical. One in five seniors is already using CBD to manage pain, arthritis, cancer symptoms, sleep disorders, Alzheimer’s, and more. Despite decades of research and acknowledgment from institutions like the National Institutes of Health, most physicians receive no training on the ECS. There are still no FDA standards for CBD products on the market. If that were the case for any other class of medicine, it would be considered malpractice.
The World Health Organization has confirmed CBD’s excellent safety profile and non addictive nature in its critical review report. The result is that millions of older Americans are suffering unnecessarily when a safe and natural solution exists.
Hemp derived CBD is a powerful first step in restoring balance to the endocannabinoid system, but it is only part of the picture. Research shows that full spectrum cannabis extracts, which include a broader range of cannabinoids and terpenes, can work even more effectively. Complete concentrated cannabis oil, containing the full spectrum of natural endocannabinoids, may deliver the most profound results for certain patients. Expanding access to these therapies will be essential if we want to unlock the full healing potential of this plant.
The Economic and Social Impact
The video cites a powerful figure. A PricewaterhouseCoopers analysis estimates that fully integrating cannabis into the healthcare system could save the United States nearly 64 billion dollars annually. These savings reflect reduced pharmaceutical dependency, fewer hospitalizations, improved chronic disease outcomes, and enhanced quality of life for aging Americans. You can read more about PwC’s research on healthcare innovation here.
It is a financial argument, but it is also a moral one. Why should our elders endure pain, anxiety, and cognitive decline when nature has given us tools to help them live longer, happier, and healthier lives?
A Call to Action: Finish What the Farm Bill Started
The message concludes by crediting the 2018 Farm Bill, championed by President Trump, for legalizing hemp and laying the groundwork for today’s CBD market. The Farm Bill was just the first step.
Now the call is for bold next moves.
- Educate doctors about the endocannabinoid system
- Include CBD under Medicare coverage
- Provide clear federal standards for CBD quality and dosing
These steps would constitute the most significant senior health reform in modern history, one that would transform aging and cement a powerful legacy for any administration that makes it happen.
What This Means for Future Cannabis Medicine
For those of us who have been in the cannabis community for decades, this is not just another news story. It is a signal that our movement is winning. A conversation that was once criminalized and censored is now being amplified by the President of the United States on his own platform.
It means the science is undeniable. It means the truth can no longer be buried. It means the wall of prohibition is cracking, not just legally, but culturally, scientifically, and politically.
It also means that everything we have been fighting for at 420 Magazine since 1993, education, access, healing, and justice, is finally moving full steam ahead. The President Trump CBD Cannabis Science Truth Social moment is proof that science and policy are finally converging.
New Mexico regulators fined a cannabis operator nearly $300,000 and revoked its license after the company allegedly created fake reports in the state’s traceability software.
The New Mexico Cannabis Control Division (CCD) accused marijuana manufacturer and retailer Golden Roots of 11 violations, according to Albuquerque Business First.
Golden Roots operates the The Cannabis Revolution Dispensary.
The majority of the violations are related to the Albuquerque company’s improper use of BioTrack, which has been New Mexico’s track-and-trace vendor since 2015.
The CCD alleges Golden Roots reported marijuana production only two months after it had received its vertically integrated license, according to Albuquerque Business First.
Because cannabis takes longer than two months to be cultivated, the CCD was suspicious of the report.
After inspecting the company’s premises, the CCD alleged Golden Roots reported cultivation, transportation and sales in BioTrack but wasn’t able to provide officers who inspected the site evidence that the operator was cultivating cannabis.
In April, the CCD revoked Golden Roots’ license and issued a $10,000 fine, according to the news outlet.
The company requested a hearing, which the regulator scheduled for Sept. 1.
At the hearing, the CCD testified that the company’s dried-cannabis weights in BioTrack were suspicious because they didn’t seem to accurately reflect how much weight marijuana loses as it dries.
Company employees also poorly accounted for why they were making adjustments in the system of up to 24 pounds of cannabis, making comments such as “bad” or “mistake” in the software, Albuquerque Business First reported.
Golden Roots was fined $298,972.05 – the amount regulators allege the company made selling products that weren’t properly accounted for in BioTrack.
The CCD has been cracking down on cannabis operators accused of selling products procured from out-of-state or not grown legally:
- Regulators alleged in August that Albuquerque dispensary Sawmill Sweet Leaf sold out-of-state products and didn’t have a license for extraction.
- Paradise Exotics Distro lost its license in July after regulators alleged the company sold products made in California.
Golden Roots was the first alleged rulebreaker in New Mexico to be asked to pay a large fine.
Source: https://mjbizdaily.com/new-mexico-cannabis-operator-fined-loses-license-for-alleged-biotrack-fraud/
Four marijuana companies, including a multistate operator, have filed a lawsuit against U.S. Attorney General Merrick Garland in which they allege the federal MJ prohibition under the Controlled Substances Act is no longer constitutional.
According to the complaint, filed Thursday in U.S. District Court in Massachusetts, retailer Canna Provisions, Treevit delivery service CEO Gyasi Sellers, cultivator Wiseacre Farm and MSO Verano Holdings Corp. are all harmed by “the federal government’s unconstitutional ban on cultivating, manufacturing, distributing, or possessing intrastate marijuana.”
Verano is headquartered in Chicago but has operations in Massachusetts; the other three operators are based in Massachusetts.
The lawsuit seeks a ruling that the “Controlled Substances Act is unconstitutional as applied to the intrastate cultivation, manufacture, possession, and distribution of marijuana pursuant to state law.”
The companies want the case to go before the U.S. Supreme Court.
They hired prominent law firm Boies Schiller Flexner to represent them.
The New York-based firm’s principal is David Boies, whose former clients include Microsoft, former presidential candidate Al Gore and Elizabeth Holmes’ disgraced startup Theranos.
Similar challenges to the federal Controlled Substances Act (CSA) have failed.
One such challenge led to a landmark Supreme Court decision in 2005.
In Gonzalez vs. Raich, the highest court in the United States ruled in a 6-3 decision that the commerce clause of the U.S. Constitution gave Congress the power to outlaw marijuana federally, even though state laws allow the cultivation and sale of cannabis.
In the 18 years since that ruling, 23 states and the District of Columbia have legalized adult-use marijuana and the federal government has allowed a multibillion-dollar cannabis industry to thrive.
Since both Congress and the U.S. Department of Justice, currently headed by Garland, have declined to intervene in state-licensed marijuana markets, the key facts that led to the Supreme Court’s 2005 ruling “no longer apply,” Boies said in a statement Thursday.
“The Supreme Court has since made clear that the federal government lacks the authority to regulate purely intrastate commerce,” Boies said.
“Moreover, the facts on which those precedents are based are no longer true.”
Verano President Darren Weiss said in a statement the company is “prepared to bring this case all the way to the Supreme Court in order to align federal law with how Congress has acted for years.”
While the Biden administration’s push to reschedule marijuana would help solve marijuana operators’ federal tax woes, neither rescheduling nor modest Congressional reforms such as the SAFER Banking Act “solve the fundamental issue,” Weiss added.
“The application of the CSA to lawful state-run cannabis business is an unconstitutional overreach on state sovereignty that has led to decades of harm, failed businesses, lost jobs, and unsafe working conditions.”
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