Impact of Cannabis Marketing on Perceptions and Decisions to Use Among Young Adults
Open Access DepositedAim 1 (marketing surveillance)
Examine cannabis marketing exposure, perceptions, and use behaviors (i.e., intentions, use) in YAs representing distinct psychographic market segments. Aim 3 (messaging experiment)
Examine cannabis marketing characteristics over time with regard to regulatory context and potential target consumers, using longitudinal marketing data. Aim 2 (YA cohort analysis)
Examine the impact of different ad and warning messages on risk perceptions and use decisions among YAs via an online survey-based experiment. This study aims to
1) provide novel findings regarding legal and commercial determinants of YA cannabis use and 2) inform prevention and regulatory efforts to reduce negative use consequences in disproportionately-impacted groups.
As of December 2025, 41 U.S. states and the District of Columbia have legalized medical cannabis, and 26 states and the District of Columbia have legalized nonmedical (“recreational”) cannabis, with most establishing retail and regulatory oversight. During this time, cannabis use rates increased in adults, particularly young adults (YAs). Use rates are also high among racial, ethnic, and sexual minorities in the general population and in YAs. The disproportionate use rates may reflect cannabis industry targeting of certain subpopulations.Across states, non-medical cannabis regulations vary in their restrictions on marketing and advertising (e.g., health claims, youth-targeting) and in their required health warnings. Marketing and advertising restrictions are important given the targeting of specific consumer groups, ads emphasizing health benefits, product characteristics (e.g., flavors) appealing to specific groups, price promotions, and various marketing channels (e.g., point-of-sale, traditional/digital media). Health warnings are effective regulatory tools for communicating risks and reducing population-level substance use rates. Marketing restrictions and warning requirements warrant research to determine their impacts in order to protect disproportionately-impacted groups. Guided by a Social Determinants of Health perspective and Diffusion of Innovation (DOI) Theory, this mixed-methods study will address 3 specific aims
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