Twitter is loosening its advertising policies to allow cannabis companies to promote their brands on the service. The changes makes the first major social media platform to welcome cannabis ads within the United States.

“Going forward, is allowing advertisers to promote brand preference and informational cannabis-related content for CBD, THC, and cannabis-related products and services,” the company announced a blog post.

While the change will allow companies that sell cannabis products to advertise their businesses, there will still be some restrictions on what can appear the advertisements. As Axios points out, the ads can’t directly “promote or offer the sale of cannabis” with the exception of certain CBD products.

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There are also age and location-related restrictions that limit who can be targeted with cannabis-related ads.

The change is the latest way that Twitter has shaken up its rules under Elon Musk’s leadership order to allow content that was once barred. The policy update also comes at a time when many advertisers have either fled the platform or significantly reduced how much they’re spending.

Twitter becomes the first social media platform to allow “approved” cannabis companies to market their products in the United States. File Photo by Terry Schmitt/UPI

By opening up to cannabis companies, which until now have had extremely limited options to reach people on social media platforms, Twitter has the opportunity to bring in a fresh set of advertisers.

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In its announcement, Twitter suggested that cannabis companies could reach a large audience on the platform, noting that cannabis-related conversation “is larger than the conversation around topics such as pets, cooking, and golf, as well as food and beverage categories including fast food, coffee, and liquor.”