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Marijuana companies wade into Twitter advertising with mixed success

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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/

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Jio’s 1,600-Satellite LEO Constellation Gets Technical Green Light

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Reliance Jio has crossed a significant milestone in its space connectivity ambitions after its proposal to deploy a Low Earth Orbit (LEO) satellite constellation of around 1,600 satellites received a positive technical assessment from the Indian National Space Promotion and Authorisation Centre (IN-SPACe).

The evaluation, conducted jointly by IN-SPACe, the Indian Space Research Organisation (ISRO), and the Wireless Planning and Coordination (WPC) wing of the Department of Telecommunications, reportedly concluded that Jio’s proposed system meets the required technical standards and is comparable to leading global satellite broadband networks.

India’s Indigenous LEO Satellite Vision

Under the proposal, Reliance Jio plans to deploy between 1,600 and 1,650 satellites in Low Earth Orbit at an altitude of around 650 kilometres.

The planned constellation is expected to provide high-speed satellite connectivity across India, with approximately 32 satellites visible from any location at a given time. The company aims to roll out the network within the next two to three years, subject to regulatory approvals.

According to industry estimates, the satellite system could deliver 4.5 to 5 terabits per second (Tbps) of total data capacity, making it one of the largest satellite broadband projects proposed in India.

The project is expected to require an investment of $10–15 billion (approximately ₹95,000 crore to ₹1.42 lakh crore), reflecting the scale of infrastructure needed for satellite manufacturing, launches, ground stations, and user terminals.

Regulatory Process Moves Forward

Following the successful technical review, the proposal is expected to move into the next phase of regulatory approvals.

The government may now assist Jio in securing orbital slots, coordinating spectrum usage, and filing applications with the International Telecommunication Union (ITU), the global body responsible for managing satellite orbit and frequency allocations.

Obtaining orbital rights remains a critical step, as Low Earth Orbit has become increasingly competitive due to the growing number of satellite broadband projects being planned worldwide.

Officials also indicated that the proposed satellite architecture has been designed to coexist with future Indian LEO constellations, allowing multiple domestic operators to share orbital resources efficiently.

Broadband, Mobile Connectivity, and Strategic Applications

Jio plans to use the satellite network to provide a range of communication services, including satellite broadband, mobile backhaul, enterprise connectivity, and direct-to-device (D2D) satellite communication, particularly in remote and underserved regions where conventional telecom infrastructure is limited.

The company also intends to establish 20 to 22 ground stations across India to support network operations.

Apart from commercial telecommunications, officials have highlighted the project’s potential strategic importance. A domestically developed satellite constellation could strengthen India’s communication infrastructure, reduce dependence on foreign satellite operators, and support national security requirements.

Reports suggest preliminary discussions are underway regarding the possibility of integrating defence-related payloads into some satellites, enabling both civilian and strategic use.

Major Step for India’s Space and Telecom Sectors

Industry analysts view the technical clearance as an important milestone in India’s expanding private space ecosystem. If Jio secures the remaining regulatory approvals and international orbital clearances, the project could become the country’s first large-scale indigenous LEO satellite broadband network.

The initiative also aligns with India’s broader efforts to expand digital connectivity while strengthening its presence in the global satellite communications market.

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Alleged Crores Pharma Scam Mastermind Arrested from Surat

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After evading law enforcement for nearly 13 years, an accused linked to a large-scale pharmaceutical fraud case has been arrested by Delhi Police from Surat, Gujarat. The suspect is alleged to have orchestrated a series of financial scams involving fake identities, forged documents, and dishonoured cheques used to procure high-value pharmaceutical raw materials.

Authorities say the accused, identified as Himmat Singh Lodha, is believed to have defrauded multiple pharmaceutical companies in Delhi of goods worth approximately ₹98 lakh before disappearing and remaining underground for years.

Fake Business Deals and Dishonoured Cheques Used in Fraud

Investigators claim the accused posed as a legitimate pharmaceutical trader and placed bulk orders for expensive drug ingredients, offering post-dated cheques as payment security.

In one documented case from 2013, he allegedly obtained around 550 kilograms of Gliclazide, a diabetes-related pharmaceutical ingredient, valued at over ₹26 lakh. When suppliers attempted to encash the cheques, they were reportedly returned with the remark “account closed.”

Following the transaction, the accused allegedly vacated his office and rented residence and disappeared without settling payments. He was later declared a proclaimed offender in 2016 after repeatedly failing to appear before court proceedings. Authorities had also issued a reward for information leading to his arrest.

Multiple Identities and Repeated Fraud Pattern

Police investigations further link the accused to another cheating case dating back to 2012, where he allegedly used a fake identity, “Kailash Jain,” to obtain a large consignment of Ambroxol HCL, a pharmaceutical compound used in cough medications. The value of that consignment was estimated at around ₹72 lakh.

Officials believe the accused followed a consistent modus operandi—posing as a credible businessman, securing high-value goods on deferred payment terms, and then disappearing after delivery while shutting down business operations.

Investigators suspect that forged business records, fake company credentials, and fabricated financial histories were used to build trust with suppliers and gain access to expensive raw materials.

Multi-State Surveillance Leads to Arrest in Surat

A special Crime Branch team tracked the accused through coordinated surveillance efforts across multiple cities, including Mumbai, Ahmedabad, and Surat. After nearly a month of technical monitoring and intelligence gathering, officials located and arrested him from a residential area in Surat.

Authorities also revealed that the accused had been involved in property-related activities while staying under the radar to avoid detection.

Growing Threat of Corporate Identity Fraud

The case highlights a rising trend of organised financial fraud targeting industries that rely heavily on trust-based transactions and deferred payments. Experts note that criminals increasingly exploit gaps in corporate verification systems by using fake GST registrations, temporary offices, and forged documentation to appear legitimate.

Cybercrime and financial fraud specialists warn that such schemes are becoming more complex with the widespread availability of digital business tools, making it easier to create convincing but fraudulent corporate identities.

Experts Urge Stronger Due Diligence in High-Value Transactions

Experts, including former IPS officer and cybercrime specialist Prof. Triveni Singh, emphasize the need for stricter verification procedures in commercial dealings. He noted that relying solely on paperwork or digital business profiles can expose companies to significant financial risk.

Authorities and industry experts recommend physical verification of business operations, bank account validation, and detailed background checks before engaging in high-value or deferred-payment transactions—particularly in sectors like pharmaceuticals, where single consignments can involve transactions worth crores.

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EU Pressure Builds on Google as Regulators Face Calls for Massive Fine Over Search Practices

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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.

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