Tumblr to Begin Allowing Cannabis and CBD Ads
At the beginning of the month, the social media platform Tumblr announced to the media that it will start allowing advertisements related to legal cannabis products and items containing CBD extracts. This move makes Tumblr the first social network to openly permit advertising of such products.
In addition to marijuana and CBD extracts themselves, the new policy will also cover various accessories and products for cannabis use, including everything from rolling papers to bongs and vaporizers. Of course, all ad content will be reviewed by Tumblr’s administration, which will make the final decision on whether an ad can be published.
Advertisements must include a warning that THC-containing products can only be purchased and used by adults (that is, individuals aged 21 and over). Ads must not feature products that could mistakenly attract the attention of children, meaning the platform is unlikely to allow ads for cannabis-infused candies and similar items. Furthermore, Tumblr will prohibit ads that promote marijuana alongside alcohol, tobacco, or other psychoactive substances, as well as promotional campaigns that involve the free distribution of marijuana or related products.
When it comes to CBD, the restrictions will be less strict: only ads for CBD-infused foods and beverages are banned, since these products have not yet been formally reviewed and certified by the U.S. Food and Drug Administration. Finally, in both cases, Tumblr prohibits advertisers from making unsubstantiated claims about the properties of marijuana, aiming to prevent aggressive promotion of cannabinoid extracts as a “cure-all.”
Restrictions and Market Impact
Given that marijuana remains illegal in many countries and in some regions of the United States, Tumblr will formally accept advertising applications only from organizations based in California and Colorado. Unfortunately, representatives of the platform were unable to explain the decision to restrict ads from other legalized countries and U.S. regions. “We’re just following instructions from upper management,” they said. “So far, no one has clarified all the details for us.” It is assumed that ads will only be accepted from these regions for a certain period. After this test phase, the company will likely begin accepting applications from all eligible sources.
Meanwhile, other social media platforms continue to fight against cannabis advertising. Facebook and its subsidiary, Instagram, still remove any posts, pages, or ads even indirectly related to marijuana, including in regions where such products are already legal, such as Canada. The ban covers not only THC-containing products but also any form of CBD, which has already led to lawsuits from several oil producers against the platform’s administration at the end of 2019.