A Narrative Review of Research on Cannabis Advertising in the United States

In the U.S., cannabis products containing at least 0.3% tetrahydrocannabinol (THC), are legal for adult use in 22 states (including the District of Columbia) and in 16 additional states for medicinal use. There is a growing body of literature to understand how these products are marketed. The objective of this narrative review is to summarize recent research examining cannabis advertising. We characterized the research reviewed across three primary domains: (1) content of cannabis advertising; (2) prevalence of cannabis advertising exposure; and (3) effects of cannabis advertising on user perceptions.

Research indicates that cannabis is marketed in a variety of ways, including via tactics (e.g., price promotions) found to be effective in increasing use of other commercial products (e.g., tobacco). Moreover, cannabis marketing tactics may be appealing to youth or mislead consumers via unsubstantiated health claims. Exposure to cannabis advertising is common among both youth and adults, occurring through a variety of pathways including storefront signage, social media and billboards. Finally, several studies have found associations between exposure to cannabis marketing and cannabis use; however, studies designed to estimate causal effects of exposure were limited, warranting additional research in this area.

Understanding the prevalence and effects of exposure to cannabis advertising, along with the content of this advertising, can inform the operationalization and implementation of regulations and interventions designed to mitigate harms associated with advertising exposure.