Active cannabis marketing and adolescent past-year cannabis use

Content analysis of cannabis vaping videos on YouTube

“…YouTube is an on-line video sharing platform that attracts more than 2 billion monthly users around the world [27], of whom 85% of 13-17-year-olds use YouTube in the United States alone [28]. Given the size and the reach of YouTube it is important to examine the content on this platform, as media exposure among adolescents is highly correlated to subsequent use [21,29]. We aim: (i) to collect a sample of cannabis vaping videos (2016-20) from YouTube, (ii) to identify the themes of the videos and (iii) to summarize the associated video metrics (e.g.…”

Adolescent exposure to cannabis marketing following recreational cannabis legalization in Canada: A pilot study using ecological momentary assessment

“…At the same time, previous research has demonstrated that cannabis has an established and sophisticated presence specific to the internet based on creative advertisements designed for social media platforms (e.g., Facebook, Instagram and Snapchat), regardless of legality or media company policies ( Kelly, Berry, Comello, & Ray, 2021 ). Indeed, while alcohol and tobacco industries developed their original marketing campaigns decades ago using traditional media channels (e.g., point of sale, print, billboards, radio), Canada’s sale and legalization of cannabis began in the digital age, and as a result, cannabis companies rely mostly on social media to market their products ( Trangenstein, Whitehill, Jenkins, Jernigan, & Moreno, 2019 ). Information shared through social media and the internet may also be viewed as more relevant or persuasive to youth, with the social endorsement by trusted celebrities or peers ( Cialdini, 2018 ).…”

“…Information shared through social media and the internet may also be viewed as more relevant or persuasive to youth, with the social endorsement by trusted celebrities or peers ( Cialdini, 2018 ). This is concerning, as an increase in social media use and novel potential for social engagement and peer network integration could increase youth vulnerability to cannabis marketing through social medical channels ( Jernigan, 2012 , Montgomery et al, 2012 , Trangenstein et al, 2019 ). Youth exposure to online cannabis marketing is especially concerning when it is accompanied by dispensary practices facilitating easy access to cannabis (e.g., the option for youth to pre-purchase marijuana online to streamline and expedite the experience, direct-to-home delivery options) ( Cavazos-Rehg et al, 2019 ).…”

The importance of psychology for shaping legal cannabis regulation.

“…The cannabis industry appears to be adopting these strategies. By saturating communities with advertisements and products through multiple communication and distribution mechanisms (social media platforms, radio, tv, magazines, outdoor events, street signs, flyers, billboards, as well as brand-based clothing, paraphernalia, and household items), the cannabis industry actively promotes cannabis-based lifestyles, culture, and identity-formation (Ayers et al, 2019; Berg et al, 2018; Carlini et al, 2019; Cavazos-Rehg et al, 2016; Fiala et al, 2018; Olsen & Smith, 2019; Trangenstein, Whitehill, Jenkins, Jernigan, & Moreno, 2019). For example, Carlini and colleagues have demonstrated the pervasiveness of scenic, outdoor, nature-based lifestyle advertising in Washington State (e.g., images of individuals consuming cannabis near waterfalls in the forest; Carlini et al, 2019).…”