The company previously allowed topical CBD ads targeted at some US users. The policy change means that Twitter — where major ad agencies have warned customers against buying ads following the Elon Musk acquisition — will allow more cannabis ads than other platforms such as Facebook, Instagram and TikTok.

On Meta-owned platforms, advertisers can promote hemp products with restrictions around geographic targeting and content, but THC and CBD products are not allowed. TikTok also has strict rules even around drugs to refuse to allow New York State public announcements after adult cannabis was legalized.

“Going forward, Twitter will enable advertisers to promote brand preference and informational cannabis-related content for CBD, THC, and cannabis-related products and services,” the company said in the blog.

Cannabis advertisers on Twitter will still need to monitor certain things guidelines to promote their products. Advertisers must be pre-approved by Twitter and can only target users in locations where they are licensed to promote cannabis products and services. Ads are also not allowed to advertise or offer the sale of cannabis, with a few exceptions for some topical CBD products.

Advertisers cannot target users under the age of 21 and are not allowed to target or address minors. Twitter also says ads should not depict cannabis use or make claims about efficacy and health.

But Twitter clearly sees the potential payoffs for cannabis ads on the platform, saying internal data showed tweets about cannabis overshadowed topics like pets and cooking and industries like coffee and alcohol.