Connect with us

Hi, what are you looking for?

Culture

Cannabusinesses Experience Digital Marketing Discrimination

While societal attitudes towards marijuana are loosening across the United States, much of the Internet still remains anti-cannabis, at least where advertising is concerned. Unfortunately, this discrimination against the leaf has proved challenging for members of the cannabis industry interested in digital advertising.

“There’s a lack of support from tech companies in general for cannabis companies,” Paris Holley, co-founder of an ad network called Mantis, recently told AdWeek, noting that companies like Facebook have strict polices in place that make it difficult for marijuana marketers to promote their business.

The majority of this problem exists because most mainstream websites do not want to be associated with pot businesses, while cannabis-related websites do not want connected to the mainstream. The infrastructure established for digital advertising is not marijuana friendly, said Holley. National brands do not want to show up on a site promoting marijuana and vice versa. “There’s just a fear that they’ll put other companies in their portfolios at risk.”

This is where Mantis hopes to facilitate the digital nightmare. The company has put together a network of around 60 marijuana-themed websites that are more than welcoming towards advertisers involved in the cannabis trade. Yet, even with the emergence of tech firms like Mantis, there are still those cannabis companies perturbed about the virtual prohibition against advertising in the mainstream world.

Facebook allows businesses to specifically target potential customers based on their interests. It is an amazing tool, said Zach Marburger, CEO of the pot app company Cannabuild, unless you are selling anything pertaining to marijuana. “We spent roughly $2,800 and then our Facebook ads were canceled,” he said. “I wish I could have spent more; it performed so masterfully.”

In the meantime, some changes are taking place on the Internet that could, perhaps, persuade Facebook to change its anti-pot policy sometime in the future. Twitter and Google, who used to strictly prohibit marijuana-related advertising, are starting to allow it under certain conditions.

“Google and Twitter are cannabis-friendly right now,” said Marburger, explaining that there are limitations to the types of ads that are permitted. But it is getting better.

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Advertisement

HT Newsletter

Subscribe for exclusive access to deals, free giveaways and more!

Thank you for subscribing.

Something went wrong.

Advertisement

You May Also Like

Women

For International Women’s Day, they open up about the unique challenges they face in the industry.

Business

The 4th Annual Cannabis World Congress & Business Expo in Los Angeles kicks off this week. The three-day event runs from September 13 through...

Business

On a recent evening at the Cannabis Feminist Circle in Marina del Rey, a group of about 15 women, mostly in their late 20s and...

News

When estimating the size of the marijuana industry and its stupendous growth, it’s always a measure of billions—as in how many billions of dollars...

Women

Ah Warner, founder and CEO of Cannabis Basics, made history this year. For the first time ever, the United States Patent Trade Office (USPTO)...

Legalization

In an effort to combat the villainous clutches of the alcohol and tobacco lobbies that have been stroking the system for decades to keep...

Edibles

As the stigma surrounding cannabis use begins to fade, more culinary professionals are jumping in to the edibles industry. Top Chef winner Hosea Rosenberg is pairing...

Business

JUNEAU, Alaska (AP) — The board tasked with writing rules for Alaska’s recreational marijuana industry backtracked Tuesday and adopted stricter residency requirements for applicants...

Do NOT follow this link or you will be banned from the site!