Advertising Among Cannabidiol (CBD) Retailers in North Carolina: A Pilot Study

Cannabidiol (CBD) is widely available to consumers who report using it for health-related purposes. However, little is known about the marketing of CBD. This pilot study examined the content of CBD advertisements in brick-and-mortar retailers.

In November 2020, two trained data collectors conducted assessments in 13 brick-and-mortar CBD retailers in North Carolina. Advertisements were photographed, and the content was analyzed for product descriptors and health conditions for which CBD was promoted.

All retailers displayed advertisements that either contained misleading product descriptors or unapproved health claims. Almost all retailers (92.3%) displayed advertisements that contained unapproved health claims. While 84.6% displayed advertisements that contained product descriptors, approximately one-quarter of CBD advertisements used product descriptors that may convey CBD as a healthy or safe product to consumers, including "full-spectrum" (10.6%), "natural" (6.4%), and "pure" (4.3%). Over 40% of the advertisements promoted CBD for health conditions, including stress/anxiety (29.8%), arthritis/inflammation (28.7%), and pain (26.6%).

The pilot study was restricted to urban retailers in North Carolina, limiting its generalizability.

This study is among the first to document CBD advertising in brick-and-mortar CBD retailers. Findings show that most retailers displayed advertisements that promote CBD as a treatment for health conditions and/or include product descriptors that indicate CBD is healthy or safe for consumers. These advertisements may reduce harm perceptions of CBD and influence consumers to replace evidence-based practices with CBD. Our study indicates a need for further surveillance and FDA enforcement of marketing practices in the CBD retail environment.