Why it matters: Twitch, the live streaming video game platform, has updated its Branded Content Guidelines to prohibit sponsorships of cannabis-related products or brands.
What they are saying: Twitch initially released new rules on branded content that were met with criticism from streamers. However, on June 7, Twitch released a statement explaining that they would be removing the guidelines. Despite this, a current update of the Branded Content Guidelines includes a ban on sponsorship of cannabis-related products or brands.
The big picture: The cannabis industry and related products have received mixed treatment from social media and technology platforms. Twitch’s decision to ban sponsorships of cannabis-related products or brands is part of a larger trend in Silicon Valley that sees tightened regulation of the industry.
What to watch: As more states legalize cannabis, the treatment of cannabis-related products and brands by bigger technology companies will remain complex. Businesses in the industry will need to strategize carefully on their marketing, advertising, and partnerships.
My take: The decision to prohibit sponsorships of cannabis-related products or brands is a step backward in the fight for cannabis legalization. However, it also underscores the complicated nature of the industry, which has yet to receive full recognition and acceptance by larger technology companies.
