Megan A Moreno1, Marina Jenkins1, Kole Binger1, Lauren Kelly1, Pamela J Trangenstein2, Jennifer M Whitehill3, David H Jernigan4. 1. Department of Pediatrics, University of Wisconsin-Madison, Madison, Wisconsin. 2. Gillings School of Global Public Health, University of North Carolina at Chapel Hill, Chapel Hill, North Carolina. 3. University of Massachusetts Amherst School of Public Health & Health Sciences, University of Massachusetts, Amherst, Massachusetts. 4. Department of Health Law, Policy, and Management, Boston University School of Public Health, Boston, Massachusetts.
Abstract
OBJECTIVE: Marketing messages can influence adolescents' attitudes and behaviors toward alcohol and tobacco. In the era of legalized cannabis use, retail cannabis companies often use social media marketing on platforms popular among youth. The purpose of this study was to evaluate adherence to state-based regulations for restricted and required content across social media from recreational cannabis businesses. METHOD: A retrospective content analysis was used to evaluate one year of publicly displayed posts by retail cannabis companies on Facebook and Instagram from four states in which recreational cannabis use is legal (Alaska, Colorado, Oregon, and Washington State). We evaluated restricted content including the following: (a) business practices, such as avoiding discounts/promotions or promoting branded products; (b) modeling cannabis use or overconsumption; (c) youth-focused messaging; and (d) health benefits. We evaluated required content including three types of warnings: (a) limiting cannabis use to those age 21 and over, (b) avoiding impaired driving, and (c) describing health risks. RESULTS: A total of 2,660 posts were evaluated from 14 businesses. In the area of restricted content, discounts/promotions were present in approximately 35% of all posts. Another common category was overconsumption, found in 12% of posts. Required content regarding warnings was present in less than half of all social media posts. CONCLUSIONS: Despite state-based advertising restrictions, recreational cannabis business pages use messages with youth appeal. Required safety message adherence is not typical on social media business pages.
OBJECTIVE: Marketing messages can influence adolescents' attitudes and behaviors toward alcohol and tobacco. In the era of legalized cannabis use, retail cannabis companies often use social media marketing on platforms popular among youth. The purpose of this study was to evaluate adherence to state-based regulations for restricted and required content across social media from recreational cannabis businesses. METHOD: A retrospective content analysis was used to evaluate one year of publicly displayed posts by retail cannabis companies on Facebook and Instagram from four states in which recreational cannabis use is legal (Alaska, Colorado, Oregon, and Washington State). We evaluated restricted content including the following: (a) business practices, such as avoiding discounts/promotions or promoting branded products; (b) modeling cannabis use or overconsumption; (c) youth-focused messaging; and (d) health benefits. We evaluated required content including three types of warnings: (a) limiting cannabis use to those age 21 and over, (b) avoiding impaired driving, and (c) describing health risks. RESULTS: A total of 2,660 posts were evaluated from 14 businesses. In the area of restricted content, discounts/promotions were present in approximately 35% of all posts. Another common category was overconsumption, found in 12% of posts. Required content regarding warnings was present in less than half of all social media posts. CONCLUSIONS: Despite state-based advertising restrictions, recreational cannabis business pages use messages with youth appeal. Required safety message adherence is not typical on social media business pages.
Authors: Jennifer M Whitehill; Pamela J Trangenstein; Marina C Jenkins; David H Jernigan; Megan A Moreno Journal: J Adolesc Health Date: 2019-11-08 Impact factor: 5.012
Authors: Megan A Moreno; Aubrey D Gower; Marina C Jenkins; Josh Scheck; Jaymin Sohal; Bradley Kerr; Henry N Young; Elizabeth Cox Journal: JAMA Netw Open Date: 2018-11-02
Authors: Megan E Roberts; Alayna P Tackett; Jill M Singer; Dylan D Wagner; Bo Lu; Theodore L Wagener; Marielle Brinkman; Elizabeth G Klein; Katrina A Vickerman; Loren E Wold; Richard J Gumina; Peter J Mohler Journal: J Stud Alcohol Drugs Date: 2022-09 Impact factor: 3.346