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/
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.
Agriculture & Life Sciences
Canada’s Cannabis Industry Urges Government to Support Growing Export Market
BuzzBuzz Cannabis Business News — 24 November 2025
Canada’s cannabis sector is calling on federal and provincial governments to recognize its fast-growing export potential and extend the same support other regulated industries receive. Industry leaders warn that Canada is losing its early global advantage due to slow regulatory processes, lack of trade promotion, and limited access to government-backed financing.
Canada’s medical-cannabis exporters now generate more than half a billion dollars annually and ship products to major markets including Germany, the UK, Australia, and Poland. Despite this, cannabis remains largely absent from Canada’s official trade and export strategies.
Industry Calls for Streamlined Export System
Paul McCarthy, President of the Cannabis Council of Canada, says the country has everything required to dominate the global medical cannabis trade—except government alignment.
“Our requests are simple,” McCarthy said. “Expedite Health Canada’s export-permit process, integrate cannabis into federal export programs like Global Affairs Canada trade missions and CanExport, and ensure provinces include cannabis in their export strategies.”
He stressed the need for mutual recognition agreements with importing countries to eliminate redundant testing and documentation. Access to Export Development Canada (EDC) and Business Development Bank of Canada (BDC) services also remains off-limits to cannabis exporters, placing them at a steep disadvantage.
“This industry does not just need permission to operate,” McCarthy added. “It needs to be treated like every other legitimate contributor to Canada’s trade objectives.”
Competitors Are Moving Faster
McCarthy warns that while Canada pioneered medical cannabis standards, other countries are rapidly advancing with more flexible and export-friendly systems.
“Faster approvals, lower compliance costs, and active government-backed strategies are helping other nations catch up,” he said. “Canada’s regulatory friction is already costing us global market share.”
Export permits currently must be issued for each shipment—a process that can take weeks—and Canadian testing standards often differ from international requirements, forcing companies to repeat expensive compliance checks.
High Tide CEO: Canada Needs a National Export Strategy
Raj Grover, CEO of High Tide Inc., says Canada risks surrendering its leadership if policymakers remain inactive.
“Canada developed the world’s most advanced cannabis regulatory system and contributed $76.5 billion to GDP since legalization,” Grover said. “But without a National Cannabis Export Strategy, we will lose ground to Australia, Israel, Portugal, and other emerging competitors.”
He noted that Canada’s industry table created by Innovation, Science and Economic Development Canada (ISED) has not met in more than a year—an opportunity wasted.
Grover urged the federal government to introduce domestic GMP certification and potency standards to streamline international market access. “Canadian producers must currently get GMP approval country by country. It’s duplicative and costly. Canada should be setting global benchmarks, not chasing them.”
Germany: A Key Market for Canadian Firms
High Tide recently expanded into Europe with its majority acquisition of Germany’s Remexian Pharma GmbH, giving the company a direct import and distribution channel in Europe’s largest medical-cannabis market.
“Our German strategy is already structured for success,” Grover said. “Through Remexian, we can supply premium medical cannabis at the lowest possible price, helping meet Germany’s quality and cost demands.”
Grover also warned that U.S. companies are already purchasing Canadian firms to stage their own international expansion—another sign that Canada’s leadership position is slipping.
Government Response Remains Limited
In response to industry concerns, a Global Affairs Canada spokesperson said the Trade Commissioner Service “continues to support exporters of cannabis for medical and scientific purposes that have obtained Health Canada permits.”
However, industry leaders argue that this support is minimal and does not include key tools such as trade missions, export credits, or bilateral agreements that other sectors routinely receive.
A Closing Window of Opportunity
With medical-cannabis exports already exceeding $500 million annually, industry executives say Canada must act quickly to preserve its competitive edge.
As McCarthy warns, without coordinated government support, Canada risks losing high-value pharmaceutical manufacturing, research investments, and thousands of skilled jobs.
And as Grover’s expansion into Germany demonstrates, the industry is moving forward—but whether Canada moves with it may determine if the country remains a global leader or becomes a pioneer that let others capitalize on its breakthroughs.
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.
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