Influencers on social media platforms such as TikTok and Instagram are using their reach to endorse psychedelic products, leading to questions about the legality and safety of this emerging trend. These influencers share their psychedelic experiences and promote particular products, often providing discount codes for their followers to purchase magic mushrooms online.
In a popular video, TikTok influencer, Rachel Pastor, endorsed Golden Rule Mushroom Company, which sells microdosing capsules and psilocybin-infused chocolate bars. It is common for companies like these to have an affiliate marketing program; they provide influencers with unique discount codes to promote their products.
This business model is prevalent in various industries, from travel to pet accessories. However, the psychedelics industry brings unique risks due to its semi-legal status in different regions. While traditional advertising methods are limited for these types of products, turning to social media influencers has proven to be a successful marketing method for many businesses.
Digital platforms have become a new marketplace for selling substances traditionally relegated to the underground. With increasing recognition of psychedelics as potential mental health tools, the shift of the marketplace online becomes unsurprising. However, the line between promoting safe products and advertising illegal substances is blurry, leading to uncertainty and controversy.
The advent of influencer marketing in the psychedelic industry was inevitable, according to Ricardo Baca, the founder of cannabis-focused marketing agency, Grasslands. He noted that even legitimate cannabis companies in states where it’s legal struggle with advertising restrictions on Google and Meta platforms. Therefore, social media influencer marketing serves as an unregulated and effective way of getting their product in front of their target audience.
Numerous psilocybin mushroom companies are following a similar marketing path, like Colorado’s Golden Rule Mushroom Company. They encourage influencers to apply to be affiliate marketers, offering discount codes and potential commissions. However, the ethics and legality of this marketing strategy are still contentious.
Source: Marketing magic: How influencers are helping sell psychedelics to social media masses.
