Weed firms are using online influencers to get around rules that prohibit the marketing of cannabis, even in U.S. states where the drug is legal. These influencers tend to be young women, who post on Instagram and YouTube, according to a report in Wired. Content can range from confessional videos to product reviews. Even though YouTube said it prohibits content around regulated substances like marijuana and removes the videos when it discovers them, firms marketing the products are benefiting from the influencers’ work.
For marketing agencies and companies selling cannabis products, influencers have been a boon – a creative way to get around regulations, with the added impression of authenticity. Typically, the more people that are looking at your product, or your posts, the better. But as public and legal attitudes to cannabis have shifted, the subcultures immersed in it are being subject to more scrutiny than before.