Framing decriminalization: A mixed-methods study on media narratives, government resources, misinformation, and...

British Columbia's (BC) three-year drug decriminalization policy-introduced in January 2023 and amended just over a year later in 2024-had multiple goals, including reducing drug use stigma, shifting perceptions of drug use from a criminal to a health issue, and improving health outcomes for people who use drugs. As part of the policy, the BC government was required to implement public education tools to raise awareness and build understanding of the policy. However, little is known about the scope or impact of these public education efforts or how the information environment shaped public perceptions and attitudes toward the policy. To address these gaps, this study examines: 1) how BC's decriminalization policy was communicated and represented across government and media sources, and 2) how exposure to these information sources influenced public support and perceptions of safety.

This mixed-methods study analyzed 98 government resources, 301 media articles, and a cross-sectional public opinion survey of 1200 BC residents. Content analyses of government resources and media articles examined government resource and media source intent, misinformation, misleading narratives, and perspectives, while the public opinion survey assessed information exposure, policy support, and perceived safety.

Approximately one-quarter of all sources were government resources, and among those with publication dates, only 13 % were released prior to the policy's implementation and 9 % contained misinformation, representing a missed opportunity for expectation-setting and public education. In contrast, 34 % of media articles contained misinformation, commonly misrepresenting the policy's intent and linking decriminalization to increased crime, disorder, and public drug use. Survey findings showed no significant associations between specific information sources and outright opposition. However, respondents exposed to multiple information sources were significantly less likely to report a neutral stance compared to support (OR [95 % CI]: 0.31 [0.15-0.65]). Those accessing official/academic sources or multiple sources were also less likely to feel less safe (OR [95 % CI]: 0.22 [0.07-0.71] and 0.43 [0.24-0.78]).

These findings highlight critical gaps in government communication and the dominance of misrepresentative media framing in shaping public attitudes. Effective drug policy requires not only legislative change but also proactive, coordinated, and sustained public education strategies to counter misinformation, reduce stigma, and build lasting support.