The current regulatory framework has failed to prevent children from being exposed to enticing cannabis advertisements on social media platforms. Experts warn that this exposure could have serious consequences, including increased likelihood of marijuana use and addiction among teenagers. Research indicates that adolescents who are exposed to such ads are more likely to engage with cannabis products, which can negatively impact their cognitive development and overall health.
Unrestricted Access to Cannabis Advertisements on Social Media
Social media platforms have become a breeding ground for cannabis advertisements that bypass age restrictions, exposing youth to potentially harmful content. These ads often employ creative and engaging tactics, making them particularly appealing to young audiences. Despite federal laws prohibiting the advertisement of marijuana across state lines, businesses are exploiting loopholes by posting directly on their own pages, allowing youth to interact with these posts.
According to Alisa Padon, research director for the Prevention Policy Group, businesses create their own social media pages and post ads that youth can easily access. This unrestricted access enables young people to like, comment, and share these posts, increasing their engagement with cannabis-related content. Studies show that such engagement correlates with a higher likelihood of using cannabis. The lack of regulatory oversight exacerbates this issue, creating what Padon describes as a "perfect storm" where regulators remain inactive.
Marketing Tactics and Regulatory Shortcomings
Cannabis marketers are adopting strategies similar to those used by alcohol, tobacco, and food industries, specifically targeting youth through visually appealing and relatable content. These ads often feature young-looking salespeople, known as "budtenders," and incorporate elements from popular culture to make cannabis appear attractive to teens. Research conducted by Dr. Megan Moreno reveals that cannabis advertisers excel in crafting content that resonates with young audiences, especially on social media platforms.
Padon's study, published in the International Journal of Drug Policy, found that illustrations, food references, and depictions of positive sensations from cannabis use were highly appealing to youth. One ad featuring marijuana surrounded by red cherries and bright colors was particularly popular. Another ad showcased an attractive young man displaying cannabis products, further emphasizing the appeal to younger viewers. Additionally, tying cannabis to athletic activities and outdoor pursuits makes it more appealing to teens during their identity development phase. However, despite these concerning trends, local regulations in California remain minimal, with only a few jurisdictions imposing any restrictions on cannabis advertising.